Variable Imaging

Benefits of 1:1 Communication

What is "Variable Imaging"?

It is the ability to vary each brochure, letter or other marketing material according to needs of your individual customer. Not only can you send a brochure to every customer in a certain category, you can send a personalized brochure to a customer who makes an inquiry about a specific service or product.

These printed materials may not be personalized with name but are based on the recipient’s preferences as gleaned from databases. Invitations, travel brochures, real estate offering, custom fashion catalogs, etc. are good examples.

Mail gets your message into waiting hands

98% of consumers bring in their mail the day it’s delivered
Of these, 72% bring it in asap
77% sort through their mail immediately

Mail boasts a loyal readership

Consumers spend an average of 30 minutes reading their mail on any given occasion
They spend 45 minutes with magazines, 30 minutes with catalogs and 25 minutes with direct mail
Consumers who receive a company’s catalog account for 22% of a company’s Web site traffic and 37% of the company’s e-commerce dollars

Source: Future of Direct Mail: DPC Executive Report – PIA/GATF, GAMIS, DPC