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When it comes to visual impact and targeting capabilities, print is as powerful as ever. And thanks to revolutionary variable data printing (VDP) technology, it’s possible to insert personalized messages and images into your printed pieces. Variable data printing, sometimes also referred to as variable imaging or variable information, is a digital printing technique that changes specific elements in a printed item, such as the text, graphics, or images.

This personalized one-to-one marketing approach helps you break through the clutter and appeal to each person as an individual. Current and potential customers receive a lot of marketing materials in the mail. When you use variable data printing to personalize the message to the specific recipient, it stands out from the rest of the messages they receive. Consumers who see their own name or images and information that is of value and interest to them are more engaged, and more likely to respond. With variable data printing, you can also show the recipient that you value their business and are eager to meet their specific needs.

Using an individual’s name and other personal data can transform even the most basic transactional touch points into marketing opportunities. For example, invoices can offer new products or services based on past purchases, and newsletters can be personalized to include a short feature of particular interest to one segment of your audience. If your business is advertising to a diverse community, the language that your postcards or other materials are printed in can be changed based on the household that you are sending them to, ensuring your recipients are able to understand your message.

One of the keys to successful VDP campaigns is a creative layout that works well with the variable elements. Work with us for the right creative design, teamed with digital savvy and production techniques, for variable data printing that hits its target!

Ready to get personal? Talk to Allegra about variable data printing and how it can boost your campaign ROI.

THREE STEPS TO PERSONALIZATION
SOURCE: DATA & MARKETING ASSOCIATION
Step1
Data Collection
Step2
Cleansing and Summarizing
Step3
Campaign Targeting and Delivery
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