Variable Data & Mapping

Variable data printing is the best way to reach your customers with branded messaging that tells them you know what they need. It’s also known as one-to-one marketing, targeted, or personalized printing.

Variable data makes printing personal

Variable data printing allows you to customize offers specifically to a customer’s likes or past purchase history. This strategy can dramatically increase response rates while reducing overall printing and mailing costs due to more targeted materials as opposed to traditional "shotgun" campaigns.

Generate more business with variable data printing

Direct-mail pieces, invitations, promotional flyers, event promotions, or any other type of product will resonante more effectively with your customers when you use variable data printing. It will also, ultimately generate more business for you. With variable data you can change up the words, the images, and colors in the same print run. Imagine the power your message will carry to your customer when you have crafted a personalized look and feel just for them.

Variable data printing is easy to do with the right list, the right layout, and the right partner to help you carry out your marketing plan. The AlphaGraphics marketing and printing professionals can guide you through the entire process and deliver top quality marketing materials. Your results will take off with variable data printing.

How does variable data printing work?

Information from mailing lists or customer databases are matched to data fields in a marketing piece layout
Images can vary based on the customer
Printing then takes place on a record-by-record basis with a unique piece generated for each customer

Variable Data and Mapping in Alexandria and Arlington

Today’s modern businesses and organizations generate a wealth of customer data. From past purchases to personal information, this information can help create a personalized outreach that could result in a flood of new sales.

Variable data allows you to laser target a specific demographic in any given marketing campaign. For example, let’s say that you want to run a direct mail program . If you were to send out mailers to every single customer with a generic offer, it might generate a sale here and there.

However, through variable data and printing, you can create highly customized mailers that speak to several different demographics at once. You can send these groups offers that are too irresistible to pass up.

Let’s say you have two groups of customers:

People who have purchased your less expensive products or services
People who have purchased your premium high-cost products or services.

Variable data will allow you to send out two completely different mailers, each with a highly tailored, personalized message or offer that they will most likely be interested in purchasing or learning more about.

Direct mail isn’t the only marketing channel that you can use variable data for.

Invitations
Event promotions
Flyers
Newsletters
Emails
Sell sheets

The list goes on and on…

The professional marketing and printing experts at AlphaGraphics of Alexandria and Arlington will help you every step of the way.

We’ll take the information from your mailing lists or customer databases and match them exactly to the data fields in the layout of your marketing piece. We can even supply you with design and image help to ensure the best chances of success.

Once we’ve created the project and you’ve signed off on the job, our state-of-the-art digital printers will go to work printing each piece on a record-by-record basis. The end result is a highly targeted piece of marketing collateral.

What if you don’t have an internal customer list?

That’s not a problem—we offer list generation and acquisition services that will allow you to find new and relevant leads while converting them into long-term customers.

At AlphaGraphics of Alexandria and Arlington, we can help you laser-target your current clients and customers with our variable data and mapping services. This can also help improve your brand image and reputation as you’ll be sending them offers and marketing materials that they’ll be interested in learning more about.

Contact us today at (703) 549-2432 or email us at jaythomas@alphagraphics.com to learn more about the variable data and mapping services that AlphaGraphics in Alexandria and Arlington offers!

Variable Data and Mapping FAQ

Variable data printing allows you to customize direct mail pieces by changing text, images, offers, and more for each individual recipient. This targeted approach helps grab attention and drive better response rates. If you're new to variable data printing, this FAQ covers some common questions to help you understand the ins and outs of this effective marketing method.

Q: What is variable data printing?
A: Variable data printing, also known as VDP, is a digital printing technique that allows you to customize elements like text, graphics, and messaging on a document for each individual recipient. It lets you tailor direct mail pieces, promotional flyers, catalogs, and more to your target audience while maintaining personalization at scale.

Q: How does variable data work?
A: The process involves connecting your database of customer records to your document template or layout. The template includes variable fields that can be populated with information from the database, like names, locations, interests, past purchases, and more. The software automatically merges the records and template to generate customized documents for each recipient.

Q: How do you get started with variable data printing?
A: The process requires a designer to create a template, a database to draw variable data from, and a digital printer to produce the customized output. AlphaGraphics can help you format your database, design effective templates highlighting key variable elements, and print the finished pieces on advanced digital presses. We’ll help you tailor the core message while bringing in crucial personalized details from your CRM or marketing database.

Q: What are the benefits of variable data printing?
A: Personalization provides major advantages, including:

- Grabbing attention with relevant, customized messaging and offers
- Driving higher response rates, conversion, and ROI
- Strengthening customer relationships through personalization
- Reducing waste by eliminating unwanted generic mail
- Improving customer lifetime value over time

In short, variable data printing helps you talk directly to each recipient for better marketing results. Take advantage of this targeted approach for your next direct mail, promotional, or loyalty campaign.

Q: How do you gather data for variable printing?
A: There are a few key ways to collect customer data for variable printing:

- Pull information like names, addresses, and past purchases from your CRM database or loyalty program records.
- Append additional demographic or behavioral data from trusted third-party sources.
- Conduct surveys or social media outreach to gather first-party details like interests and preferences.
- Track on-site interactions, email opens/clicks, and purchases to build rich customer profiles.

The more relevant data you can compile, your variable print campaigns will be targeted.

Q: What are some mistakes to avoid with variable data printing?
A: Some common pitfalls include:

- Relying on outdated, incomplete customer data. Stale records limit personalization.
- Taking a one-size-fits-all approach to messaging. Tailor your core value proposition while bringing in variable details.
- Overcomplicating variable elements. Prioritize customizing key text and images.
- Forgetting to proofread variable fields. Double-check for errors before final printing.
- Sending inappropriate or irrelevant offers. Make sure your data supports targeted recommendations.

Q: How can you test variable data printing effectiveness?
A: To optimize your efforts, try:

- A/B testing personalized vs. generic campaigns to quantify lift.
- Surveying customers on the relevancy of customized offers and messages.
- Tracking response rates for each variable print version.
- Crunching numbers on ROI and customer lifetime value.
- Tweaking your data, offers, and creativity based on response patterns.