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benefits of direct mail and variable data printing


Targeting your customers and prospects with a direct marketing mail out piece is an effective way to communicate and promote a product or service. In addition, personalising your direct mail is a great way to improve response rates to your mailed marketing piece.

Whether you simply have a standard printed piece that needs to be delivered to a database of contacts, or you want detailed variable data on your printed piece, offering direct mail is an effective tool to have in your overall marketing strategy.

Variable data printing offers a personalised, unique printed piece per customer by having text, graphics and images customised that are different from one piece to the next. For example, a standard letter template can offer a different name and address on each letter. A more complex example could be a car dealership offering a standard marketing mail out piece to customers who have recently purchased a car. Not only is the Dear “first name” personalised, but the image of the car purchased and service reminders, can all be personalised, while using a generic template. Variable data printing is a great way to personalise a printed piece with more than just the recipient’s first name.

Offering a direct mail piece with variable data is a great way to acknowledge your client and prospects on a more personal level. When you tie this in with a more detailed marketing campaign the benefits really show. Scheduling direct mail pieces with e-newsletters is a great example.

Offering an effective message and personalisation will produce more positive and consistent results. The benefits of direct mail is that it is highly personalised, highly targeted and easy to track. Use direct mail and variable data printing for flyers, brochures, newsletters, postcards, envelopes, just to name a few.

The Print Group Australia offer print services for variable data printing and direct mail out services. We recently worked with a client on a mail out piece to promote their upcoming conference. Offering a 4pp, A4 folded brochure, printed full colour, the marketing piece promoted the upcoming conference, encouraging the recipients to register to attend. The brochure was crash folded and inserted into a DLX envelope which was printed full colour and printed with the variable data from the database. The Print Group Australia partners with a local mail house and the direct mail is sent through Australia Post. The great option with this is that the cost of the postage can either be invoiced direct to our client or charged to the clients Australia Post account if they have one.

Contact us today to discuss options available for your next direct mail piece.