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Vacation.com Boosts Response Rates with Digital Variable PrintingJuly 10, 2009 By: George Dooley Travel Agent
Vacation.com reports that Digital Variable Printing (DVP) used in its direct mail programs has proven a highly-effective form of personalization that has boosted response rates by approximately 10-20 percent on initial mailings. Effective use of DVP allows direct mail pieces to creatively display recipient’s name to boost responses. It can be used by agents to enhance the personalization capabilities of Vacation.com’s Engagement direct mail and e-mail program, through the strategic use of digital variable printing. Vacation.com believes it is the first agency marketing organization to use DVP.
“Even though Engagement is considered by many to be the best direct marketing solution for agents, we never stop improving it,” said Jim Nathan, Vacation.com’s director of marketing.
"Digital variable printing is a key element that helps our mailers jump out of the clutter and compel the customer to contact our member agencies.”
Vacation.com uses this new technique to customize direct mailers by realistically blending the recipient’s name into the artwork, such as spelling “Cindy” in the sand to promote a Jamaican beach getaway.
Vacation.com used digital variable printing on a recent Travel Impressions mailer that targeted affluent and middle-income families, inviting them to plan their next vacation at a Caribbean resort. The front cover featured a classic wooden sign post with the family’s name carved into the wood, enticing the recipient to open the mailer to see his or her special travel offer.
“When you combine enticing offers from our Preferred Supplier with the wow-effect that this type of personalization provides, consumers certainly sit up and take notice,” added Nathan. “In fact, we heard that some recipients place these mailers on their refrigerators because they like the way their names are presented.”
Vacation.com members can visit AgentNet to opt-in to future Engagement promotions. All other agents should visit www.JoinVacation.com.