Variable Data Personalization
Gone are the days of having to print generalized static content. With digital variable data printing each piece can be customized 100%. With simple databases and complex rules can market to each potential customer individually instead of as a group. Variable data can be used for something as simple as numbering or addressing but can also be used for very complex one to one marketing.
Example Postcard
One Print Run - One Mailing
We personalized the photo, background color, name, and area of interest to make the gym seem like the perfect fit for each recipient
We know Mike is a serious lifter so we would promote the gym's lifting facilities. We use a serious lifting picture and a black background to grab his attention. We also use his name to make it personal
Kim likes cardio so we showcase our extensive cardio equipment to her. The lighter, brighter background promotes a friendly atmosphere instead of a gym full of serious lifters. We also use her name to make it personal.
We know Rachel likes group classes so we make sure to let her know we offer them. We use a friendly group class picture to catch her attention. The lighter, brighter background makes the classes seem more inviting and less serious. We also use her name to make it personal.
Fred is a serious distance runner so he might be interested in our treadmills. The black background is more serious and the guy running on the treadmill matches his interests. We also use his name to make it personal
Benefits
Better Response Rates
Personalized products get noticed and generate a much better response than generic products for roughly the same cost.
Reduces costs
The personalization is done before the print process. This means you are paying a small amount for up front software time vs paying for expensive press time.
Low cost mailing/addressing
Traditionally addressing a piece for mailing is done on separate equipment after a piece is printed. With variable data we print the address on the mail piece on press at the same time all in one pass.
Variable Maps
Variable maps are a great way to personalize your direct mail. You can give a customer directions to your locations or even highlight your closest location if you have multiple locations. Great for local businesses that feel lost in the crowd.
Potential Uses
Numbering • Addressing • Personalizing with names • Pre filling forms • Marketing campaigns • Versioning • Personalized graphics • Statements