Variable Direct Mail Printing can be one of the most powerful mediums of our times.
However, most people who sell this to their clients are not even really doing
Variable-Printing. 80% of all Variable-Print is nothing more than mail-merge and
fancy fonts. If I get another direct mail offer with my name spelled in sea
shells on a beach I am just going to go insane. "OK, Great, you have a sea
shell font - wow - thanks!". What if I'm scared of the ocean? What if I am
allergic to Seafood of any kind? Are you selling me something to do with a beach
or shells?
[First Name] mail-merge is Kindergarten at best. The tiny increase in
response (if any) will rarely justify the extra expense for this kind of fluff.
Plus you have to worry so much about all the negatives associations with an
unusual, unrelated approach to selling your goods and services. What's
worse, I have seen entire campaigns switch themes away from a companies core
brand just to include these fonts. If you are a medical supply company you
shouldn't sell yourself with a beach theme just because it looks cool to you.
Remember, it should be relative. |
If you don't really know that much about your customers we can append over
100 fields of additional consumer data about them so you know if they like dogs
or cats, drive Fords or Chevy's, etc.. Ironically, done by real variable data
teams in direct mail; we'll still cost you less than all those printers because
we do it every day without the baggage of all that crazy software they got sold.
At CSG Direct, we have over 2 decades in Real Variable Data: Variable Data
Printing, Variable Data Coding, Randomization, Variable Data Email, Websites,
and more. (Our entire site is an example of variable data but you wouldn't know
that unless I told you. Images, Alts, Content, Metas, Embeds, etc.. All database
driven variable content) All of these tools built right
here at CSG Direct!
CSG Direct lives and breath variable data so you get better results with
REAL Personalization! ..more Direct Mail Printing information
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Direct Mailing Blog
