Otherwise known as “personalization” or “one-to-one marketing.”
There is a misconception that variable data is utilized solely for the purpose of putting someone’s name on the top of a letter or postcard. Not true!
Used correctly, variable data projects become a phenomenal targeted marketing tool. To best illustrate this, see the example below:
In this example, the customer is sending postcards promoting new product information throughout the state as well training sessions and other educational information based on the customer branch location. One file can be set up with basic information (shown on the left), then parts of the message and images can be changed based on database information provided by the customer (shown on the right).
Variable data printing (VDP) offers customized, targeted encounters with prospective customers or members, placing a powerful marketing tool into the hands of organizations big or small. VDP has been shown to dramatically increase response rates while reducing overall printing costs due to shorter, more targeted print runs.
VDP 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. Infinite possibilities begin to unfold.