When
information is created and targeted specifically for an individual,
they will ultimately give a better response. Variable Data printing can
make sure the message conforms to the audience. Variable Data is the
process of changing information from document to document within a
single print run. There are several ways this can be achieved.
One way is through Mail Merging which is using a different name and address for each piece. One of the most specific uses of Variable Data though is
through Personalisation. Using words and photos you can create a
piece that is "personalized" for an individual. Produce a letter to an
individual using their name, their photo and information pertaining only
to them. Another example is; a resort that offers multiple amenities,
can directly target special interests to various individuals or groups.
The resort can target them by creating a personalised brochure for each
individual or family with their special amenities interests - enticing
them to return. If you have 100 customers, all with specialised
interests, you can personalise all 100 brochures in a single print run.
The capabilities are endless with Variable Data. With a little
imagination, good consumer knowledge, and a correct customer database
file, you can produce a more marketable piece.
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