With modern data-driven marketing, businesses can collect customer data and leverage it to create highly personalized online and offline campaigns. Incorporating VDP into direct mail campaigns allows companies to send personalized mailers with custom messaging to each customer, significantly improving response rates. Studies by the Association of National Advertisers (ANA) reveal that mailing campaigns using personalization achieve response rates of 6%, a substantial improvement over the average 2% for non-personalized direct mail. The key is using meaningful personalization to improve response rates and increase the return on investment (ROI). From postcards and envelopes to folded self-mailers and brochures, nearly every component of a direct mail piece can be personalized to capture attention and convey value.