As a result, savvy marketers are searching for other methods. Internet advertising, web logs (blogs), podcasts, event marketing and product placement have gained momentum, but above all of those, direct mail delivers proven effectiveness. In fact, the USPS asserts that 95% of all American households collect, assess, and sort their mail daily.

Variable printing AKA variable data printing (VDP), personalized printing, or personalization, uses digital technology to combine variable data with static information and create printed pieces that are unique to each recipient. Results can vary based on many factors including the quality of data, creative aspects of the piece, and timing, but variable printing programs are achieving response rates as high as 30%!

Consider the following example:

A major manufacturer spends roughly 10% of revenue mass marketing its products. The average cost per lead is approximately $275 and the firm closes roughly 40% of its leads. The marketing cost per sale is over $100.

Using variable printing, DocuStar helps this organization create campaigns that are:

• targeted to the right audience



• creatively designed



• delivered at the right time



• relevant to the recipient

The results are impressive. The cost of a program is less than .1% of revenue. The average cost per lead is $100 and the firm closes 70% of its leads. The marketing cost per sale is less than $25.

Variably printed direct mail may never completely replace mass market advertising, but if you want to go beyond awareness, and convert prospects into high-value customers, you should consider variable printing.

Want more information? Contact Us.