Printing with variable data is a way to personalize individual pieces for each recipient, all within the same print run. The data you have for your recipients drives the variables in text and images. This can be as simple as a mail merge: perfect for, say, a quarterly notification you send to your customers.
Or it can get much more complex with full variability printing, where text and images can be customized in each piece of the print run. On a direct mail piece, that level of personal touch makes people more likely to read your mailing and respond to it.
Data analysis that drives variable data printing can create printed pieces that are customized to each recipient. Your printed piece can call them by their name, connect with them on their interests, and make offers or suggestions based on their preferences. Basically, variable data printing brings the flexibility and specific customization of targeted digital ads into print and direct mail marketing.
Variable data printing enables highly targeted marketing campaigns. Segmenting your audience lets you tailor your message to each segment, or each individual. If a customer has expressed interest in your product or service in the past, or has purchased from you, that information can be used to tailor your message precisely, so it speaks to that person’s needs and interests. Your message will be more relevant to each recipient, which leads to a higher response.
While the degree and precision of variable data printing might seem expensive, it’s comparable to standard digital or offset printing on a per-piece basis. But given that the response rate can be nearly double that of non-customized mailings, the return on investment is obvious. Read more about variable data printing and the ROI here.
While the degree and precision of variable data printing might seem expensive, it’s comparable to standard digital or offset printing on a per-piece basis. But given that the response rate can be nearly double that of non-customized mailings, the return on investment is obvious. Read more about variable data printing and the ROI here.
While variable data can be used to customize any printed piece, it is especially powerful when used in direct mail marketing campaigns. While non-customized direct mail campaigns are an important part of a broad marketing effort, employing variable data in direct mail makes it even more effective. You can speak directly to your current and potential customers. You can talk to them personally: use their name, their interests, their geographic location—any data you have can be used to make variable print mailings.
This kind of personal touch makes it more likely your direct mail piece will be noticed, and more likely the recipients will respond to your call to action. Variable print and direct mail is just that effective.
Whether you need a few signs or fifty, contact SOULO today to be certain you are ADA compliant.
