The biggest hurdle that marketers face when considering VDP (Variable Data Printing) is that four-letter word: data. What file format should it be in? How do we submit our data to the printer? Where do we indicate the different data fields on our layout? How does our designer set up a layout with the correct data in mind?
Frankly, it’s the stuff of marketing headaches. Many decide it’s easier to go with a straightforward static piece of print material, even though research shows that personalized printing consistently delivers higher response rates and increased engagement.
Determined to find a way to simplify the VDP process for marketers, EarthColor has designed the first-ever, easy-to-follow VDP job-submission process. It’s called EarthColor Alchemy™.
Think of it as your “DIY VDP” kit. Using the templates available for download in Alchemy™, your IT department and your designer can prepare the tools we need to produce your personalized direct mail pieces in a fraction of the time and at a far lower cost than ever before.
The EarthColor Alchemy™ system is so easy, it takes you just 3 steps
- Download our Alchemy Data Excel Sheet. Use this as your baseline as you build your data file. It indicates where different version codes can be preloaded, according to the key principles of segmentation, localization, and personalization. You can introduce as many segments as you want for your direct mail campaign. This Excel file will drive the creative and the messaging for your personalized direct mail piece.
- Choose your layout from one of 15 EarthColor Alchemy™ InDesign templates. A variety of templates for different direct mail formats are currently available, from postcards to self-mailers (horizontal and vertical), all the way up to our premium product category that includes self-mailers with pockets or coupons, plus an iron-cross self-mailer.
Every EarthColor Alchemy™ template indicates the dimension of the direct mail piece as well as where the mailing information goes. Once the template is chosen, your designer can create whatever design he or she wants, indicating where the various data fields should go, based on your Excel file. All your designer needs to know is InDesign.
- Send your materials back to EarthColor. Include your Excel Data Sheet, your designer’s output, and any corresponding artwork to be used in your campaign. It’s simple. It’s direct. It’s stress-free.
EarthColor Alchemy™ is a preconceived, preplanned VDP workflow created to give customers the tools they need to create dynamic print messaging. Because it’s a template-based system, it’s saving you both time and money.
We built this system to make the best and simplest workflow for you to get your personalized mail piece in the market fast. You’ll see higher response rates. That is the magic of EarthColor Alchemy. ™