Variable Data (Part 2) The Revolution

Case In Point

Northern Arizona University's Elementary Spanish Program wanted to increase sales of its K-6 learning program to elementary schools across the country. They had been sending out 50,000 full-color postcards three times a year to elementary school principals with generic information.

By simply adding personalization in the form of a salutation and the individual school and city in which it was located within the body of the postcard, response rates and sales jumped from 2 percent to 8 percent resulting in 3,000 more sales.