Adding personalized salutations or addressing a postcard or letter is a great way to customize your mailing, but adding more intricate variable data will make your piece stand out and get a higher response. If you have the data almost anything is possible. The more personalized your piece is the higher your response rate will be and this personal connection will help build your brand. Below are a few examples of custom mail merged variable data printing that can set your piece apart from the rest.
Variable imagery: If you have data regarding previous purchases, including imagery of these purchases for each specific recipient will help get your respondents attention. This is popular in the automotive industry where collateral will be customized to the car in an expiring lease.
Personal Information: Including any personal information like the previous donation amounts, previous purchases, business information, etc. If you do not have these data sets they may be available for purchase. For instance loan information can be sourced which is helpful in selling refinancing or financial offers.
Use their name: The respondents name should be throughout the mailer. You do not want your piece to look generic so include the name of your respondent in multiple locations. You can also use the address information multiple times. Anything to make your piece look more customized will help drive response.
Adding custom mail merged images and text will increase the cost of your printing but doing so will also increase the response rate and help cultivate your brand. There are some trick to included personalized, customized mail merge printing at lower costs, but your design and budget will dictate some of options available to you.