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Old habits die hard. Although the habit of writing letters and sending mails has almost ceased to exist today, marketing a business or a company with postcards and bulk mails are still in practice. Businesses admit that no matter how digitally advanced they get, a personal touch to their marketing campaigns to impress their consumers always work. At some level, even personalized e-mails fail to grab the consumer’s attention compared to direct mails because though people hate to write letters, they still love to receive them! Printing these letters, each customized to turn every mail receiver into a potential customer requires a lot of knowledge and experience on the same. Variable printing services provide this knowledge and expertise they possess on printing customized letters and postcards. So, what is variable printing and how does it work? And how can variable printing services help businesses improve their targeted marketing strategies? Read on. What Is Variable Printing? As the name suggests, printing a variety of letters and postcards each of which supposedly share a similar context, but different content is roughly what variable printing is all about. Marketers believe that every consumer has different views and has different expectations from a company. And variable printing services offers this unique service of printing letters on demand to meet the expectations of all these consumers, individually. Suppose a company wants to follow a similar design and template on all of its postcards, but have different written content for men, women and children, a variable printing service can help in this regard and cut down on the costs of having different sets of postcards for different content. They can instead effectively print different written content on postcards having the same template simultaneously, one after the other, saving time and money. This also eliminates the need of hiring different printing services for different tasks and maintains uniformity in style and working methods. How Does It Work? The first step in variable data printing is building a data resource from which information is extracted to print each letter or postcard. And to build this data resource, data has to be collected by surveying each consumer and understanding what they want from the company. After this, a marketing plan has to be devised and customized to suit every individual or a group of individuals. These levels of customization can vary from just changing a single text from one piece to another or changing the entire content including text and graphics. This variable data printing technology not only prints letters of different content, but can also merge and pre-sort them based on exactness or similarity. This way money and time can be saved on bulk mailing and postage. How Does It Help? To explain this, let us take the previous example of having different postcards for men, women and children. It is obvious that having the same generalized written content for all the three is not that intuitive. Children might like something that adults see as childish or children might see something as boring and over the head that adults might feel interesting. Catering to the needs of the consumers through target marketing increases reach and builds a strong customer base. Also, variable printing services are a single destination for all the printing solutions such as postcards, promotional giveaways, invoices, invites, coupons and brochures that share a similar context and intent, but different content. Variable printing services can also be integrated with other marketing tools such as QR codes to improve a company’s reach in other platforms such as social media and can be a major tool in building a successful marketing campaign. iti Direct Mail has been providing direct mail solutions such as personalized newsletter and postcard printing, bulk mailing, brochure template designing and variable printing, for more than 11 years. To know more about variable printing, visit Wikipedia.org.
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