VIP Marketing-- Turning Data into Dollars

Super-Personalization can Increase Your Direct Mail Response by up to 500%!!

[roll over headers to reveal more info] Gender Use Gender to more personally communicate First Name The most beautiful word in the world... Business Type Target various business segments by varying images and/or text Company Name Make your piece look like the only one like it in the world-- because it is! Personalized URL Takes your prospect to their very own web page

Why Variable Data Printing?

The look and content of your printed materials can be honed to communicate one-to-one with each intended recipient. Variable data printing is a great tool for conducting targeted marketing campaigns and tailoring your literature to appeal to individuals and small, well-focused niches.
The Levels of Personalization

From the "least relevant" way to communicate with a customer through the "most relevant", here are the different levels of how content can be customized within a document:

Static
This is a "one size fits all" marketing message. Your marketing message is "mass-produced" using conventional offset lithography and every customer will receive the same message, regardless of their relationship or profitability to your company.

Personalized
Each customer's name and address will appear on each document to attract attention but the marketing message is static and exactly the same for each and every customer, regardless of their relationship or profitability to your company.

Versioned
Segmented versions of a document are created to meet the needs of different groups. Your customer base is segmented according to demographic or other attributes, perhaps by a previously expressed interest. For example, investors could be segmented by age or long-term goals, or car owners segmented by the model they own, or geography could determine the version. Customized content is then delivered that best addresses the needs of each particular segment. 

Fully Customized
The ultimate application of direct marketing, each document's content is fully customized to be highly relevant and custom-tailored to a specific individual. A full color document is dynamically composed and everything in the document can be varied- the layout, text and images can all be swapped depending on the customer.

Preparing a Personalized Digital Printing Job

A variable data job is designed just like other print projects by using your usual standard graphic software such as Adobe InDesign or Quark Express. Wherever a variable element is needed, simply place one example of the possible text or graphic in the spot. When finished, print a hard copy of your file and circle all variable elements, marking each with a descriptive name used to pull the data from your database.

All variable elements (pieces of text or links to a graphic file) are placed within a database (or spreadsheet). Each field/column represents a different variable field in the document. The first row should be used to title the fields/columns using the same names you marked on the hard copy of your piece. Each row after the title row represents a unique finished document. The document file, hard copy, database, images and fonts are then sent to PrintMailers. We’ll take care of the rest! Our prepress professionals will link your document to the database and network both files to our digital press. Pages will be assembled on the fly as variable elements from each row are placed within the document file and printed. Any finishing or sorting is done and your project is ready to mail.

For more info...DOWNLOAD the whitepaper from the Digital Printing Council "An Investigation: Direct Mail Responses based on Personalization, Color, Database and Other Factors." (Download is an Acrobat PDF)