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Vacation.com, North America’s leading travel services marketing organization, raised the bar in travel agency marketing yet again by enhancing the personalization capabilities of Engagement, its award-winning direct mail and email program, through the strategic use of digital variable printing.
The first agency marketing organization to utilize digital variable printing, 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. This highly-effective form of personalization has boosted response rates by approximately 10-20% on initial mailings.
“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 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.”
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
