HBP Thank You Mailer

Purpose: The primary purpose of this mailer was to say thank you to our customers that did business with us, and an introduction to HBP for our prospective customers. It's secondary purpose was to showcase the power of variable data technology and digital printing.

Technology: There were 24 distinct versions of this piece. The selection of who received which version was randomized by our data experts. The versions break down into two main categories: customers and prospects. The main difference between the two categories is the headline of the piece and the text content. Each category had two different sub-versions represented by a photograph and caption that varied. So far we have two versions, each with two sub-versions for a total of 4. Within the design of the piece, there are three panels used for illustrations. We created three different photo montages to fill those panels. Again, randomizing the locations of the photo montages in the panels gives us 6 additional variations. Put these 6 variations together with the 4 versions and we now have the 24 distinct mailers. In reality, there were over 1600 different versions when you take into account the fact that all the addressing and barcoding was done on the NexPress along with the print run.

Why This Is Important: Studies have shown the using images in mailings that speak directly to a specifically targeted person dramatically increases the effectiveness of a mailing. This piece illustrates how powerful and versatile Variable Data Printing can be.