Variable data printing changes the text, image or offer on every piece in a run, so each recipient gets something that reads as made for them instead of a mass mailer.
A car dealership, for example, can print thousands of postcards where each one shows the recipient's own name, matched to their own license plate, on the same run.
Personalized pieces can improve a typical 1 to 2% direct mail response rate, because each one is built around the person receiving it rather than mass-produced.
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Common questions
About variable data.
- What can actually be personalized on each piece?
- Text, images or offers, matched to whatever data you provide, so each recipient's piece looks built for them instead of mass-produced.
- Does this work with EDDM or only a mailing list?
- Both. It pairs with a targeted list for full personalization, or with EDDM if you want each route's pieces to show something like the local neighborhood name.
- Do I need to provide the data myself?
- You provide the list or data source, and we handle the merge and print run in house.
- Is this only for postcards?
- No. Any printed piece in a run, letters, postcards, flyers, notepads, calendars or invoices, can carry personalized text or images.
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