Variable Data (Part 2) The Revolution

Before it sold its digital print business to Kodak, Heidelberg promoted the following example. Two mailings were sent out, each with a $30,000 budget. In one, 100,000 static direct-mail pieces were sent out, generating a 2 percent return. The resulting sales generated $120,000 in revenue.

The second mailing was a personalized mailing, however this time only 50,000 pieces were sent. Money previously allocated to half of the printing and mailing cost was now used in database market segmentation preparation, PPML templating and digital VDP output. The resulting 10 percent response rate generated $300,000.