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Variable data printing changes the content of each printed piece based on information about the person receiving it. It is also called one-to-one marketing, targeted printing, or personalized printing. Names, offers, images, and colors can all change within a single print run, so every customer gets a piece that speaks to their needs instead of one message written for everyone.
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Almost anything on the layout. Words, images, and colors can all change in the same print run. A common setup changes the name, the offer, and a product image based on each customer's purchase history, while the layout and branding stay consistent. We help you decide which elements to vary so the personalization supports your goal.
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You need a goal, a list, and a layout. The list can be your customer database or a mailing list, ideally with fields like name, address, and purchase history. If you don't have a list, we can help with list acquisition. Our team then designs a layout with data fields and matches your records to them before printing.
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It can lower your total campaign cost. Because each piece is targeted, you can print and mail to the people most likely to respond instead of running a broad "shotgun" mailing. Better response from fewer pieces often means a better return. We help you weigh quantity, personalization, and postage when we put your quote together.
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Segmentation means grouping your list by shared traits, such as purchase history, interests, or location, so each group gets a message that fits. It is the planning step behind variable data printing. A segmented campaign might send one offer to past customers and another to new prospects, each with its own images and call to action.
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Each channel does something the other can't. Print gives people something tangible that stays on a desk or counter, while digital offers instant access and real-time tracking. Used together, they repeat the same message across more touchpoints, so customers are more likely to remember you and respond. QR codes on printed pieces carry people straight to your website, your offer, or a landing page made for the campaign.
