What is “Variable Data Printing?”

Variable printing (variable data print marketing or personalized marketing) is a way to customize a printed marketing piece so, it is tailored to your intended target audience using personal information. It allows the piece to utilize personal information like their first and last name as well as, imagery and content that caters to their specific interest, buying patterns, demographics, and/or their life stages. Variable printing gives new meaning to the term “target audience” as it allows you to change your marketing strategy on a household to household basis within the same mail event, getting better response and increasing your ROI. It converts you marketing strategy from “Hey you, want to buy a car. We have a lot of them” to “Hey Jill, (mother of 3) Do you need more room? Check out our selection of Minivans and SUVs.”

How does it work?

Variable elements can be a blend of text and graphics on your marketing piece. These elements change according to rules that you set according to relationships between fields within the data records. The rules that govern variable elements can be simple like the inclusion of the recipients’ name or as sophisticated as calculating household income levels or family size making it possible to target more customers within the same area by stimulating more points of interest.  

You can leverage the power of variable data across different kinds of marketing initiatives and tools. Variable Email Blasts and Personalized URL’s are tools that also delivers some unique and valuable characteristics. They allow you to collect information from the potential customer which can then be used for future printed pieces thus building upon an already successful marketing campaign.

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Use Your List

       

Familiar Customers have Multiple Uses

       

You can use your existing customer list for creating variable data pieces and for analytics.

   
      
        

Create a New List

           

Find new customer based on analytics

           

Once we identify who your customers are (based on data from your existing list) we can also identify who your customers aren't. This is valuable information that allows us to target new customers that look like your existing customers.

       
   
 
     

Blended Lists

           

Have the best of both worlds in one marketing step

           

Your customers already know you and how to do business with you. Using their buying habits, you can tailor marketing pieces to new customers that look like your customers - all in the same marketing movement.

       
   
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Premium Smart Card

Variable Images and Offers Both Sides

This campaign focused on Garage predictors and existing Vehicles owned. Vehicle Images changed based on household data determining what vehicle they most likely wanted to see on the ad. Addressing them by their first name always gets attention.

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Premium Smart Card

Variable Images and Offers Both Sides

This campaign focused on Garage predictors and existing Vehicles owned. Vehicle Images changed based on household data determining what vehicle they most likely wanted to see on the ad. Addressing them by their first name always gets attention.

variable data slider image

Premium Smart Card

Variable Images and Offers Both Sides

Age and life-stages we key in this campaign. People Images changed based on Demographics (Age, Race, and Gender) and offers changed based on income and life-stage.

variable data slider image

Premium Smart Card

Variable Images and Offers Both Sides

Age and life-stages we key in this campaign. People Images changed based on Demographics (Age, Race, and Gender) and offers changed based on income and life-stage.

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Basic Smart Card

Static Front with Variable Offers on Address - Black Ink Only

For this campaign High Quality print to match branding was key, but wide spread distribution lowered the budget which made the Basic Smart Card the perfect fit. Black only variables on the address side allow you to call the consumer out by name and include variable text, offers, and barcodes specific to each household.

variable data slider image

Basic Smart Card

Static Front with Variable Offers on Address - Black Ink Only

For this campaign High Quality print to match branding was key, but wide spread distribution lowered the budget which made the Basic Smart Card the perfect fit. Black only variables on the address side allow you to call the consumer out by name and include variable text, offers, and barcodes specific to each household.

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Premium Card

Static Post Card Individually Addressed with Magnet Add-On

This campaign was about delivering an easy way for area households to contact the Emergency Center.  Affixing a magnet to Premium Cards and Basic Smart cards gave recipients something to put on a fridge or other visible location adding long term marketing return.

variable data slider image

Premium Card

Static Post Card Individually Addressed with Magnet Add-On

This campaign was about delivering an easy way for area households to contact the Emergency Center. Affixing a magnet to Premium Cards and Basic Smart cards gave recipients something to put on a fridge or other visible location adding long term marketing return.

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