Digital marketing has changed business dramatically. The vast amounts of data at marketer’s disposal allow for a customizable campaign tailored to the individual.
72% of businesses say that improving the customer experience is a top priority. For businesses that are looking to increase Return on Investment (ROI) in their marketing efforts, this is great news.
Leveraging data to increase customer experience means a better return. And companies that combine digital tools with unique marketing efforts are bound to succeed.
Variable printing is a strategy that allows the best of both worlds. Companies can tailor a unique customer experience while making the most of their marketing spend.
Here’s what you should know about using variable printing to increase ROI:
Variable Printing Isn’t New
Variable printing isn’t a new technique. Some experts claim the strategy has been around since as early as the 1960s.
The technique uses mass customization as a marketing tool. But customizing marketing materials for consumers has become essential to meet changing customer expectations.
For direct marketing efforts and other printed materials, companies can leverage customer data to meet customer needs.
Variable lets companies get a boost simply by imprinting the first name of their customers. Businesses can also personalize content and images.
With the backbone of client data companies can make the most of the strategy.
Make it Relevant and Personal
One of the best suggestions for business who are looking to make the most of their marketing is to make things relevant and personal. Mail itself is a way to keep things personal.
People love getting mail. Variable techniques allow that mail to be customized to their direct needs.
Companies can print individual QR codes or barcodes that will take them to a specialized link. This effort integrates an experience that collects digital data as well as personalized content.
Too many companies and marketing campaigns focus on the needs of the business. Variable techniques allow companies to hone in on the needs of their current or potential clients.
Addressing the needs of customers with relevant and personal information is proven to raise ROI.
Use the Data
Companies have more access to customer data than ever before. Using analytics and customer preferences allows companies to get a competitive advantage.
Your business knows about the buying preferences and behavioral patterns of your customers based on past performance already. You know what types of customers you attract and retain and the products they are interested in.
With all that data at their disposal, many companies are missing out by not using it. In fact, companies that leverage that type of data outperform other by up to 85%.
Variable techniques let you use the data and boost ROI.
Personalization Works
59% of shoppers who have experienced personalization state that it has an influence on their purchases. This connect is the heart of the ROI boost any company can expect by using variable techniques.
Done properly, marketing can lead the way for actionable results on the part of current and potential customers. Whether with a name, a recognizable insight, or a custom coupon, product, or service, variable processes are fully customizable.
Measuring Results
The benefits of leading a contact to an online offer are that you can collect more analytics. These, in turn, allow marketing departments to customize campaigns.
In the digital economy, only proven strategies need to be invested in. With data as the foundation of variable techniques, every marketing campaign is traceable as well.
You can see the direct benefit of an image change, layout strategy, or name callout.
Mass Production with Customized Results
While variable processes have been around for years, the capabilities have never been better. For companies that are trying to work their way out of a spam file, printed material is a great solution.
Plus, with mass production techniques, companies can have endless customization without compounding costs. With the variable strategy, each business has the benefit of a fast turnaround, customized by each individual contact.
Customized By Demographics or Individual Tastes
For companies with a software solution, the benefits are very different for a physician’s office versus a car dealership. Retail locations offer goods that appeal to both moms and college students in many cases.
Why not customize offers and interaction based on the unique needs of each potential client group? Highlighting a product, service, or offer with a coupon will allow your business to track customer behavior as well.
There is a great opportunity to make a customized impression with even the slightest alteration in content.
The same holds true for age groups, geography, industry, and various other trackable trends.
The more you know about your current and potential customers the better. Wouldn’t different graphics and layout appeal to different customer bases?
Your company can make the most of that information with variable printing.
Tell A Story with a CTA
What if every television show or magazine had the capability to tailor ads for the individual? With variable techniques, your company can do just that.
Using printed material to tell a story your contact will respond to is the essence of variable techniques. That story should offer a solution to a problem you know the individual has.
A call to action (CTA) should be the end result of a well-crafted story. The strength of this CTA is where the success of your campaign lies.
Make sure you provide a compelling way to get them to action. The variable strategy can make that CTA as unique as each individual contact.
Trust The Experts
Companies that understand the benefits of variable printing know it is a great way to capitalize on marketing spend. With a high rate of return, every marketing department can track the spend against bottom-line results.
But knowing the benefits of variable strategies isn’t enough. Businesses require the expertise of a printing partner that can produce quality materials and provide expert support.
Royal Printers has been providing trusted services since 1932. Not only do we help our customers succeed, we are a leader in the industry.
Royal Printers is on the cutting edge of sustainability, printing techniques, and offers proven results.
Don’t wait. Contact us today to find out how Royal Printers can help you.
