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Variable information printing
A unique characteristic of digital print is the ability to print every page differently. Not
only does this mean you can print a multi-page document (like a book) in a single print
run, but you can also personalise each sheet or page to an individual. It is achieved by
changing certain text (like name and address) and/or images on the page. This new
capability is called variable information printing (or variable data printing), which
people may also call personalisation, customisation or versioning.
Although this capability is not new (it’s been used for many years to produce bills and
statements), what’s exciting is that this capability is now available in full colour,
including graphics and images.
Personalised refers to a document that has been tailored to a specific individual.
Although it could be a simple mail merge, a personalised document may often have
unique combinations of paragraphs, pictures, and other information directly targeting
the individual.
Customised is used to describe any document that has been altered, in a sense
customised, to its audience. It is derived from a common document template with
different messages and content based on stated customer preferences.
Versioned or targeted lots is used to describe documents based on data-mining
techniques. Several versions of a document are created based on selection of target
criteria, such as broad demographics, psychographics or purchase history data. The
document appears personalised but is identical to that produced for other recipients
with the same profile. Catalogues, newspapers and manuals are good candidates for
versioning.
Variable information printing has allowed marketeers to target customers with specific
products and services, tailored to their individual needs. Companies can today leverage
the vast amount of information they possess about their customers with this capability.
It also allows companies to protect their most valuable strategic asset – their
customers. Communicating with each customer individually allows organisations to
solidify a direct, one-to-one relationship with their clients.
Marketeers can improve the investment value of mailings by utilising variable
information printing. Even by adding the simplest personalisation to a direct mail piece
– name and address – response rates can increase by 36% (1997 CAP Ventures report).
This is especially important in these days where marketeers are wanting to get closer to
their customers, have fewer dollars to spend, and are demanding measurable results.
Variable information printing is perfectly placed to meet these goals.
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