Variable Data Printing
Variable Data Printing is a term heard frequently in today’s marketing world. It allows personalized printed customer communication with greater flexibility than ever before, using high-end digital technology that at one time would have been too expensive to utilize, particularly within tight deadlines.
To best utilize this variable data printing, there are three key elements to consider:
- A well-defined and manicured list (the essential ingredient to any direct marketing campaign).
- A digital printer with variable data capabilities.
- A creative resource who understands how to use variable data technology in design for maximum results.
The three greatest benefits of using variable data are:
1. Fast turnaround time means getting a relevant message out quickly—sometimes in as little as two days. Being relevant means the odds of greater response is more likely. We can all remember when a last minute typo on a printed piece meant days of delay and a significant increase in cost. With digital printing, changes in type or design are no longer an issue of time or cost.
2. Reaching potential customers by name or on a one-on-one level, not only personalizes your message, it increase conversion rates. The ROI ( return on investment) stands to increase exponentially with personalized variable data, compared to a mass mailing to “Dear Valued Customer” or a similar salutation.
3.Tracking and accountability. These are the most important aspects of any direct marketing campaign and with variable data, there is more tracking capability than with any other medium. For instance, with variable data, you can add codes, phone numbers, etc. and test multiple headlines or offers. The ability to change aspects of the copy on the printed pieces, allows you to customize each piece. This type of testing used to be a very expensive proposition. Eliminating the once high-cost of testing frees up your budget to do more marketing.
Establish a personal rapport with your customers and prospects with variable data printing. This level of relationship building garners strong bonds with customers—people are more likely to buy from a “friend” and/or trusted source. Variable data can do that for you.
The possibilities are unlimited.
The possibilities are unlimited.
R and R Images specializes in variable data printing and direct marketing. Call Holly Sanger today at 602.437.4545 to learn how variable data can give your marketing efforts the push that brings more revenue in the door.
