Variable Data Printing

VARIABLE DATA PRINTING. WHAT IS IT AND HOW TO USE IT.

We understand this may sound a little like jargon and because of this, we would like to clear things up. Hopefully, this gives you a better understanding of what options are available and how the different services can benefit your business.

WHAT IS VARIABLE PRINTING?

Variable data printing—or heavily personalised printing—offers customised, targeted encounters with potential customers, making it a powerful marketing option. In addition, it is so unique as it creates customised artwork for each page based on information from a database.

Variable elements can include text, graphics, photos, colours and more. This allows marketers to produce customised printed documents by designating text or graphics that are then replaced using a database.By using variable data printing, you can create many unique personalised pieces to individuals or groups.

This is especially handy when sending legal mailings, health care mailings or governmental mailings for example bank statements or important legal letters have both unique and sensitive data to each individual recipient. We can ensure the letter reaches the intended reader. Having said this, it is crucial to get such sensitive content to the right person and variable data printing allows us to do this quickly so you don’t have to worry about time. Your secure mail will stay secure with us!

WHY DOES MY BUSINESS NEED VARIABLE PRINTING?

Variable data printing has been shown to dramatically increase response rates while reducing overall printing costs. This is due to shorter, more targeted print runs. We live in a media-heavy world where the mass amounts of media are for the general public. Thus meaning people feel less inclined to make a purchase or visit a website etc. Compare this to variable data mailers that are customised to your audience. It grabs their attention and their attention only and in return gives you a better response.
Consider the power of being able to create a custom message for each recipient. Being able to cater to their age, gender, interests, buying habits, address and more.
Variable data printing is also a faster, more economical way to print:

  • Depending on the size of your database, you only need to print as many as you need
  • You can test-market a piece with a partial selection of your database, adjust the piece based on response rate and finish the run at a later time.
  • You can print addresses directly on to the piece.

Printing with variable data allows marketers to personalise their materials and grab their customer’s attention.

If you’re ready to give variable data printing a try for your next print marketing project, give us a call on 0800 699 0501 or email us at enquiries@centralmailing.co.uk

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