Variable Data Printing is a form of digital printing where text, graphics, and images are dynamically changed from one printed piece to the next using information from an external database, resulting in a customized piece for each recipient.
There are several levels of Variable Data Printing. The most basic level involves changing the name on each piece. More sophisticated Variable Data Printing uses with specific customization for different customer profiles or markets. Text and images change based upon the customer profile or market segment. Finally there is full Variable Data Printing, where all text and images are altered for each individual address.
How can Variable Data Printing help my business?
- Right message, right person, right time - With Variable Data Printing, relevant content can be created and delivered based on the clients' informational needs.
- Variable Data Printing personalizes your message to each recipient. Talk direct to them using their names and past donations or merchandise purchases.
- Improved ROI – When you connect on a one-to-one level with a customer using a customized message, the chances of converting that individual from a lead to a sale grows significantly.
- Better reporting – Variable Data Printing gives you the ability to perform detailed tracking and reporting on every campaign. Since the technology allows you to code direct mail pieces you can add tracking that will help you maintain an effective ongoing program.
- Testing Opportunities – With offset printing, even the most basic "A/B testing" can be expensive because lower quantities mean a higher unit cost. With Variable Data Printing, you have the ability to make limitless changes to each piece without significantly impacting the cost. That means more sophisticated testing opportunities which in turn leads to better response rates.
How can I get started using Variable Data Printing?
While Variable Data Printing will increase your direct mail response rates, other variables still require attention. The mailing list, offer, graphics, and copywriting all play a significant factor in the overall ROI of the direct mail project. Working with the marketing professionals at AIM will help you manage all the variables in your marketing campaign.
