Variable Data

(Otherwise known as "personalization.")

There is a misconception that variable data is just used to put someone's name at the top of a letter or postcard. Used correctly, it becomes a phenomenal targeted marketing tool. The best way to explain it is to show it.

The images below are the SAME DOCUMENT with pictures and text changed out according to customer type.

Pretend you own a restaurant. You want to send out a mailing to your customers. Rather than send a generic card that tries to list all of your offerings, you can use variable data to make targeted messages to particular customer groups. You can set up one card, and then change out parts of your message and images, based on groups of customers you set up in your database!

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Variable data printing (also known as one-to-one marketing or personalized printing) offers customized, targeted encounters with prospective customers, placing a powerful marketing tool into the hands of even small organizations. VDP has been shown to dramatically increase response rates while reducing overall printing costs (due to shorter, more targeted print runs as opposed to traditional "shotgun" campaigns).

It is an ideal solution for direct-mail pieces, promotional flyers, event promotions, or any other type of product where you want to speak "directly" to your customer. Consider the power of being able to create a custom message for each recipient, catered to the reader's age, gender, interests, buying habits, address, etc. and infinite possibilities begin to unfold.

Variable data printing can offer many benefits to businesses that do a lot of marketing directly to the consumer, and if you want to make a good impression, your marketing materials need to present your message in clear, personal way that will encourage them to take action.