Can you double your ROI on direct mail?

Maybe. Variable Data Printing (VDP) leverages the capabilities of digital printing combined with computer databases to enable an advertiser to mail personalized, high-quality, full color documents, with a look and feel comparable to conventional offset printing, to each individual consumer. Variable data printing enables the mass customization of documents via digital print technology, as opposed to the ‘mass-production’ of a single document using offset lithography. Instead of producing 10,000 copies of a single document, delivering one message to 10,000 customers, using variable data printing you can print 10,000 unique documents with customized messages for each customer. This is a powerful means of reaching your customers with relevant messages and offers – unique, compelling content that increases returns on investment.

The returns on variable printing vary from double the normal return at the basic level to 10-15 times the return for fully variable jobs. This naturally depends on content and the relevancy of that content, but the technique presents an effective tool for increasing ROI on marketing campaigns.