Why use VIP?

Variable information printing is expensive to produce. And in a future post I'll cover why it is more expensive. But before you consider the expenses you should consider "why use it at all?"

VIP has been proven to increase response rates. And the goal of a marketing campaign is to get a response that meets the goals. A response that converts to a paying customer is fabulous. And a response that turns into a loyal repeat customer the holy grail.

Response rates:

• 1.26% respond on average to mass market printed direct mail


• 13.7% respond on average to personalized color direct mail, based on database information

Source:
http://www.mhe-consulting.com/downloads/Color_Evolution_etc_Fall03.pdf

Seems to me if the campaign goals are important that a 13.7% response rate trouces traditional direct mail every time.