Variable data printing is a form of digital printing in which the text and imagery can be altered from one item to the next. What this means is that you can personalise your material for different groups within your database. For example, a simple mailmerge for printing a different name and address on a run of envelopes or postcards, or variable information printing for announcing separate promotions for different demographics.
When running a direct mail marketing campaign, variable data printing can allow you to increase your returns by tailoring your campaign for separate audiences. With messaging and imagery designed to appeal to the interests of more individualised sets of people, a good campaign can engage customers in a way that feels personal to them.
There is nothing better, in a marketing campaign, than making the customer feel understood and unique. A variable printing campaign does exactly that, so customers know that you care and will be more receptive to working with you than with a company that sends the same messaging out to everyone.
Find out more about personalised postcard printing.
What are the benefits of variable data printing?
The main thing that makes variable data printing such a great method is the personalisation that it allows. Today’s customer is more demanding than ever before, and it is easy to lose them to competition if you don’t meet their standards of customer care and experience. That is why the personal touch that variable data printing allows is so valuable.
Without too much effort, many different versions can be run quickly and to high quality. Whether it’s product labels, envelopes, brochures, flyers or something else entirely, variable data printing is a flexible, effective choice for reaching audiences on a personal level.
What printing type allows for variable data prints within a print job?
The first, and simplest, way is to have a static document that’s printed the same for every individual item, with variable data printed on top of the static document. The options are limited, but if you want a very straightforward run with just one or two customised tweaks, this is the quickest way of going about it.
Secondly, though a little slower than other methods, there’s combining static and variable elements into print files. You do this before the printing stage using your computer design software, and every image is merged into each page.
Finally, the fastest and most customisable variable data printing method uses specialised variable data printing software to combine the static and variable elements into a print file. This way, the raster image processor only needs to process static elements once, paying attention to the variable elements and producing high quality prints quickly.
What is versioned printing?
Versioning is used to create packaging for different versions of a product, such as for different flavours. It can also be used to put unique QR or barcodes on products. It is basically just another name for variable data printing, though, as it can cover the same applications.
Variable Data Printing from Mailing Expert
At Mailing Expert, we have experience with variable data printing for all sizes and types of applications. Whether it’s a simple mailmerge or a complex run of differing print items, our team of variable data printing specialists are on hand to help every step of the way.