One of the most common applications produced with digital printing equipment is direct mail. Variable data, direct mail marketing is replacing generic forms of mass marketing and is one of the most efficient and cost effective methods for an organization to reach individual clients and groups and obtain a greater market share for their products and services.

Direct marketing must meet the specific requirements of a person or group. With variable data technology, an organization can customize a document, such as a monthly statement, to include the information requested by the customer and eliminate information that has no importance for that particular customer. Consumers respond more favorably to documents created specifically for them. Direct marketing improves customer service and provides a positive impact for the company through increased response rates. However, a negative impact can be generated if after gathering information, the company doesn't follow through and customize a document according to the requests of the consumer.

An additional negative response can occur if the consumer receives a marketing package in which the personalized information is inaccurate. Personal information and key elements must be precise. Perhaps the worst such blunder is to misspell the customer's name, which can make the most eye-catching direct marketing campaign a complete turnoff for the consumer. An up-to-date and well maintained database is a must for securing a successful marketing campaign.

Another extremely important point to remember is to understand how much personal information is too much. A marketing package containing too much personal information can make the consumer uneasy, creating doubt as to the security of their personal data and questioning the methods that the organization used to collect the information.

All direct mail applications use some degree of database publishing such as mail merge or versioning. Nearly 90% of all direct mail non-catalog applications can be classified as a self-mailer with a reply card, an envelope (with contents), or a postcard. The other 10% consists of posters, booklets, brochures, publications, and samples.

The customization that is allowed by variable data printing is often responsible for a markedly noticeable increase in the response rate of various promotional applications. Personalized printing has been proven to yield better results in most direct marketing efforts. Direct mail campaigns that employ personalization and a bold use of color have experienced as much as a fivefold increase in response rates over static, black and white applications.

Most conventional direct mail programs result in no more than a 1 or 2 percent rate of response, while some personalized variable data marketing programs enjoy a response rate that may be as high as 40 percent. This excellent response rate is directly responsible for increased revenue and a greater market share for a particular product or service.

Success in using variable data printing as a marketing tool depends upon a number of factors including:

• Development of strategies that retain customers and secure new ones.
  
  
• Adequate planning to ensure the application is appropriate for its intended use.
  
  
• Adequate planning to prevent problems when printing the variable data application.
  
  
• Database expertise.
  
  
• Proper testing of the application.
  
  
• Constant tracking of results to determine the actual success of the application.
  
  
• Realistic expectations on overall success and return on investment.