Direct Mail Marketing: How Variable Digital Printing Separates the Wheat from the Chaff

Here’s a statistic for you. According to the Oberlin College Resource Conservation Team, the average amount of junk mail (read: Direct Mail Marketing Materials) Americans receive in a single day could, if recycled, produce enough energy to heat 250,000 homes. For how long? Don’t know. Doesn’t matter. The point is, when you send out your direct mail marketing materials you’re one of thousands  of advertisers targeting the same (relatively) small group of customers.

The single biggest challenge facing any direct mail marketing campaign is how to get your customers to actually look at what you’re sending them before they throw it away. It’s almost a reflex-if it looks like an advertisement, it goes into the trash. Variable digital printing separates mediocre materials that are a complete waste of your marketing budget from the power players that drive huge amounts of business to your door every single day.

The only way to sell to today’s savvy consumer is to make them believe you’re marketing directly to them-not to them and the thousands of other customers out there that they could be marketing to! Through the careful use of variable digital printing you can customize your marketing materials to incorporate their business, personal and professional interests and any particular areas that may pertain to one client but be completely irrelevant to another.

Today’s customer has no desire to do business with a nameless, faceless corporate entity with no perceived interest in their personal or professional needs. There are enough companies out there that are happy to give them the one-on-one attention they deserve that they don’t need to waste their time with anyone else. You want to be the company they want to do business with, and you can make that happen through the marriage of variable digital printing and your direct mail marketing campaign.