Using ‘variable data printing’ is a way of personalising sales and marketing literature to individual recipients. It’s a great marketing tool too. People are far more likely to notice a mailed flyer, for example, if it addresses them by name, right there in the colour printing, as part of the actual design. You may have received brochures personalised to you, perhaps. They may have mentioned your name here and there throughout, in colour. That is a sure-fire way for a sales or marketing piece to get noticed and taken more seriously. Receiving such tailored communications suggests an existing knowledge of the customer, as an individual. It also comes over as being highly professional and a bit more ‘grown up’ than the usual anonymous approach. It also lends the printed piece an element of gravitas, subconsciously saying ‘this is an important message to you‘.
Personalising the text of a brochure or mailshot to include the recipient’s name is an obvious example of variable data resulting in personalised printing. As well as a name, though, the person’s location could also be included for that extra personal touch. Or there could be mention of a previous purchase, a brand usually ordered, or anything else that’s relevant. This is all possible so long as it’s included within the database being supplied to your commercial printer. All of this extra personalisation can demonstrate a real knowledge of the customer within the sales piece, potentially becoming integral to the sales proposition as part of a strategic, well thought-out approach.
Variable Data printing doesn’t need to end with text though. It can also merge images, diagrams or illustrations into the printed piece. For example, a particular image can be printed in a printed document meant for one recipient, while a different image can be printed for someone else. For example, a mailer used to sell health supplements might include a featured image of something the customer has ordered before, now on special offer perhaps. If they’ve ordered before and are reminded of what they purchased, that’s certain to really catch their eye and generate additional repeat sales from the recipient. That’s just one example of how variable data printing can be used to personalise sales and marketing literature.
How Variable Data printing is achieved
This kind of document personalisation is all made possible using Read more