VARIABLE DATA First, some sobering facts: 85% of advertising now goes unnoticed and 38% of marketing budgets are now moving to direct – yet only 1-3% of traditional direct mail (DM) draws a response. Now, some rather more cheering evidence: 48% of marketing managers claim they value DM if the messages are relevant to them. Using 1:1 marketing can also achieve much higher response rates of up to 30%, increased orders of 25%, and customer retention of 47%. Variable Data Printing also dramatically cuts wastage. Why print 5000 brochures, when you actually only need to distribute 2700? Personalized print-on-demand not only delivers high returns, it can also slash expenditure.