Variable Data Printing (VDP) services have matured over the years. Static forms have become completely dynamic audience-of-one documents. What was once the domain for transactional print has now become an extension of marketing. VDP is here to stay and Konica Minolta provides the most powerful, most flexible and easiest to use solutions in this space.
VDP is about differentiation. While traditional transactional applications still exists in large volumes, the power behind today’s VDP is all about marketing. Marketers seek to differentiate their approach to potential clients. Think about your own mailbox. When direct mail reaches your mailbox, do you act on every piece received? Of course not. Items that speak to your interests, demographic, even color preferences, attract your attention stand a chance while the static “spray and pray” pieces just are thrown in the trash.
Response rates on generic direct marketing pieces run less that 0.8%. It takes a lot to get a potential customer to engage with a call to action. But how many of those targets do you need to actually convert to one sale? 50, 100, 1000?
Response rates for an audience of one direct marketing campaign can reach 12 percent to 15 percent and higher. Taking into account the interests, demographics, past purchase patterns, and lifestyle of a target audience creates differentiation. This differentiation separates traditional mail from effective, targeted consumer marketing.Konica Minolta’s EngageIT VDP services provide easy to use powerful tools that leverage industry standard design software. Differentiation from the pack was never easier to achieve.