Variable Data Printing
Variable Data Printing (also known as Variable Information Printing, Personalized Marketing, One-to-One Marketing) allows you to target your audience, customizing each printed piece with unique information pertinent to the recepient. This is done by merging variable text and images from database records with a static document design.
Benefits of Variable Data Printing.
Variable data printing is a great tool for conducting targeted marketing campaigns and tailoring your literature to appeal to individuals. Studies have shown that one-to-one marketing has a better ROI compared to traditional mass-produced pieces in response time, overall revenue/profit, repetitive orders/retention, average order size/value of order and response rates.
Levels of Personalization.
Here are different ways where content can be customized within a document:
- Static/No Personalization
This is the traditional "one size fits all" marketing message probably produced on an offset press. Every customer will receive the same message, regardless of their relationship or profitability to your company.
- Personalized
Each customer's name and address appeares on the document to attract attention but the message is static and exactly the same for each and every customer.
- Versioned
Segmented versions of a document are created to meet the needs of different groups. Your customer base could be segmented according to age, sex, income or other attributes. Customized content is then generated to best address the needs of each particular segment.
- Fully Customized
Each document's content is fully customized to be hightly relevant and custom-tailored to a specific individual. Everything in the document can be varied and the layout, text and images can all be swapped depending on the customer. Logic or business rules can even be applied. For example, change the color schemes to appeal to a different locale, change type styles per age group, show a picture of a the specific product model each customer purchased or display special offers only to credit card holders. The possibilities are unlimited.
Preparing your VDP Job.
A variable data print job is designed just like other print projects by using a standard graphic layout software like Adobe InDesign or Quark Xpress. Wherever a variable element is needed, simply place one example of the possible text or graphic in the spot. All variable elements (text or links to a graphic file) are placed within a database or spreadsheet. Each column represents a different variable field in the document. The first row should be used to title the columns. Each row after the title row represents a unique finished document. The layout file, database, images and fonts are then sent to us where our prepress professionals will assemble your files and create print-ready files.
Back
to Sales & Service Desk
