Variable Data Printing Examples

Variable Data Examples

The degree to which you use variable data printing to personalise is governed by a number of factors including: 

• Your product of service range
• The buying habits of your clients
• Your ability to interpret your data
• The buying cycle  – if it’s seasonal and generic or if it’s individual
• The expectations of your target audience
• The life time value and acquisition costs of gaining new business

As an example here are three examples which might give you an insight into what can be achieved from the same set of basic customer data

Simple basic personalisation:

• Name and address changes
• Targeting within certain postcodes
• Segmenting by gender
• Mailing relevant offers depending on recent purchasing history

Intermediate personalisation as above plus:

• Profiling the existing clients and then using that information to identify other similar profiles from suitable data providers
• Identifying what was purchased and then introducing new clients or services using a combination of images and text

Complex personalisation as above plus:

• Using individual images that recipients recognise instantly as relating to something they own or use on a regular basis, linked to bespoke offers or financial illustrations
• In addition then being able to send a combination of selective inserts according to the content of the mailing

If clients are able to provide other information such as age, specific areas of interest, recent information requests, response to exhibitions etc. then the degree to which personalisation can be incorporated into mailing can make a significant difference to the ROI.

Related Links

Variable Data Printing Overview

Variable Data Printing Examples

Variable Image Printing