Sell VDP to Decision Makers
To sell variable data printing you must convince executives--not print buyers--that VDP will improve marketing results. To do that you must speak the language of business.
In my own experiences, I have simply asked for a random slice of the client’s database, say 10 percent, and converted it to VDP. I did this once with a college that had an annual fund-raising drive stalled at a response/participation rate of 3.2 percent for this particular campaign. The random 10 percent of the donor list that was personalized generated an 8.1 percent response/participation rate and an increase in average dollar given. The static 90 percent returned a 3.1 percent response. The point is that there are many variables to testing tactics and techniques.
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