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Jun 04 2013

How Can Variable Data Printing Improve Your Next Direct Mail Campaign?

variable data printingHave you ever received a piece of mail that is the same as your neighbors, except yours has a different textual message? Or have you ever wondered how stores put unique names and addresses on every single mailing piece? The answer is variable data printing. Variable data printing allows for the customization of mass mailing pieces without slowing down the printing process. It can be as simple as putting different addresses on each piece, or as complicated as creating pieces with different graphics, colors and text. It is an incredibly powerful tool for direct mail marketers.

Why should I use variable data printing?

Depending on your target audience and your message, variable data options can provide a unique opportunity to speak directly to potential clients with interest and enthusiasm. It allows you to create a mass mailing, but tweak it so that each piece speaks specifically to the recipient. Consequently, your mail is more likely to be looked at, your calls to action more likely to be acted upon and your business more likely to grow. Businesses often see a higher return on investment when they use variable data in their direct mail marketing campaigns.

How can I use variable data printing?

The possibilities for variable data printing are endless, but let’s look at one specific scenario. Imagine you manage a clothing retail store and you are able to keep track of customers’ purchases through their use of a rewards card. As the summer approaches, you want to send out a mailing piece featuring specific clothing items and offering coupons. You could send out one mailer where all the pieces feature the same clothes and same coupons. Or you could use variable data to create unique pieces tailored to the buying history of specific customers. In the end, you would end up with hundreds, or maybe thousands, of pieces that generally look the same, but feature different types of clothing and have different coupons to match buyers’ needs.

How can I get my pieces printed with variable data?

By using One Step Services! We work directly with printers that have the ability to print thousands of postcards with different text and/or graphics. Our graphic designers coordinate with printers so you won’t have to worry about it. Just tell us the data you want varied and we’ll take care of the rest.

Is variable data printing more expensive than regular printing?

Not necessarily. In some cases, it can be cheaper. For example, if you wanted 1,000 postcards printed, and you wanted 500 with one graphic and 500 with another, it would be cheaper to use variable data printing rather than running two separate orders of 500 each. If you run into a scenario where variable printing is more expensive than regular printing, remember that the return on investment is likely to be higher, therefore costing you less money in the grand scheme of things.

Ready to get started with variable data printing? Give us a call at 949-587-5301 or email If you have specific ideas for variable data we’ll put those into practice and if you need ideas, we can help you brainstorm.

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