The Power of Variable Data Printing
You run out to the mailbox and there you find a postcard from your mechanic with your name and vehicle make and model saying that it’s time for an oil change. How did they do that? You may be thinking the answer is magic, but actually, it was done with something called variable data printing (but honestly…magic was a pretty close guess).
And now you’re probably wondering “Well what the heck is variable data printing and how does it work?” Don’t worry, the print experts here at SUN are ready to explain it all!
What is Variable Data Printing?
Variable data printing is the process of using a database to print content that changes for each individual piece of a print job. Common examples of variable data content include names, addresses, account numbers, etc. The process starts by collecting and organizing data into a spreadsheet using a program such as Microsoft Excel or Google Sheets. The spreadsheet is then exported into a file type that is compatible with our variable data software. We connect this file to the designed artwork and map fields based on data from the spreadsheet. After the mapping, we can use our software to view the records in live time to check for accuracy and placement. Finally, we export a production file that contains all the variable records and send it off for printing and fulfillment.
The Benefits
Since its creation, variable data has taken the print world by storm. Its ability to quickly generate large amounts of customized content has made it a valuable tool for direct mailing and personalized marketing. So how exactly can variable data benefit you or your company? We’ve got answers!
Fast and easy for mailing
When was the last time you had to write or type more than 50 addresses? I bet it took forever and probably caused some hand cramps. Now imagine trying to manually address 10,000 or 100,000 mailing pieces (don’t panic yet). It would take forever, wouldn’t it? This is where the magic of variable data printing comes into play! Variable data makes it easy to address thousands of print pieces in only a matter of minutes. All that’s needed is access to a database of address information. It substantially simplifies the process for businesses and other organizations to mail postcards, newsletters, catalogs, or envelopes to a large list of clients; It also allows them to get their direct mail piece in their clients' hands in time for that next big sale, prior to an upcoming appointment, and yes, even before their car needs that oil change!
Personalization for a lasting impression
It made you feel special and important when you received that oil change postcard with your name and specific make and model, didn’t it? Variable data can easily switch out images, products, and text to show each recipient custom information that is valuable to them. This means that a business can send the same item printed with different content for each of their target markets, and hopefully, make more of an impact by doing so. With this added value often comes greater consumer interest and increased returns.
Just imagine, you and Jerry next door both love your local outdoor sports shop, but Jerry loves fishing, and you love hiking. Wouldn’t it make sense for you to receive a catalog featuring hiking boots while Jerry receives one with fishing poles? In the end, an offer that has a personal touch is going to mean more than a generic one, and variable data printing makes that possible.
Popular variable data products
Mailing Products
Catalogs
Newsletters
Postcards
Letters
Envelopes
Events
Gift Contests
Invitations
Place Settings
Tickets
Yard Signs
Organizational Uses
Business Cards
Nametags & ID Badges
Diplomas
Certificates
Labels
…and much more!
Interested in learning more?
We hope this article helped you learn more about variable data printing and its powerful benefits. If you’re interested in using variable data to promote your business or organization, check out our Mailing Services page or call us at 715-845-4911 to chat with one of our helpful representatives!