The Power of One-to-One
Variable Data Marketing is a direct outgrowth of digital printing that blends computer databases with digital presses to create high-quality documents with a look and feel comparable to conventional offset printing. The process enables on-the-fly customization of documents via digital technology. Instead of producing 1,000 copies of a single document delivering a single message to 1,000 customers, variable data printing can print 1,000 unique documents with a customized message for each customer.
There are several levels of variable data printing. The most basic involves simply changing the name and address on each individual piece. More complex variable data printing utilizes versioning and market segmentation. In this case a market is broken down into segments, with a different message developed and delivered to each segment. Finally there is fully variable content, where text and images are customized for each individual recipient. Variable data printing begins with a basic static design. Variable content is added based on available information.
The effort and cost for variable data printing campaigns is certainly worth it. Response rates are significantly higher than the response rate for static campaigns. The key is having good information and understanding how to use it. Colorworks has the expertise to help you build and execute a custom campaign around your data. Give us a call today to discuss the possibilities!