Variable Data
What is “Personalized” or “Variable
Data Printing”?
“1:1, Personalized or Variable Data” printing
is technically, any piece of paper with text and/or images
driven from a data base.
Our telephone bill, for example, is a “variable data
printing” document. So are our credit card statement
and our Utility bill. These bills are functional and
they are not very compelling.
What make’s today’s “variable data printing” marketing
documents different from merely data base driven information? It
is our ability to include full color graphic images and photographs
and most importantly it is the pieces relevance. Relevance
means delivering the right message, to the right person,
at the right time.
It is the ability of savvy marketers to use what they know
about recipients to create a compelling marketing message
especially and uniquely for them. A full color marketing
or direct mail piece with just a few variable elements can
have a completely different impact than a telephone bill
with hundreds of variable elements, even though both have
their roots in the same basic technology that is to say data
base driven 1:1 print technology.
What turns “variable data printing” into “variable
data personalization” is not the technology, but the
marketing savvy behind it.
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