Variable Data Print
In selling direct mail we often get "hung up" on the cost per piece. The solution we should be providing our customers is cost per response. Remember, the largest expense of any direct mail program is postage. Just imagine if we could provide the same targeted responses with fewer pieces. Just think of the savings we could show our customer in postage.
Variable data print (VDP) with a sophisticated use of data can do just that. This was proven in a test study developed by the Digital Printing Council by David Broudy and Frank Romano. In that study, response rates were increased almost four times for black and white and over eight times on colored documents using a dynamic data base and variable data printing!
The solution is leveraging the cost of postage – a cost none of us can control. Even if the cost per piece of a much more sophisticated document doubles or even triples, postal savings will far outweigh the additional print costs. And the best part is that we can prove it! The next time your customer wants to do a traditional static direct mail project, suggest that we do just a portion utilizing VDP. We will prove that it is more effective.
Dispatch provides the personnel and VDP software to make this happen. We will provide data base expertise at the very beginning of a project – at the planning stage. We can help the customer define the project objectives, help design the piece, manipulate the data, program the VDP, print and mail.