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Personalized Variable Printing

Improve Your Marketing Campaign with Variable Data Printing

Personalized mail pieces will grab your audience's attention. By using content that's relevant and unique to each person, your message has a much better chance to turn into action.

A recent study asked adults, "Which of the following makes a difference as to what direct mail you open?" Sixty-six percent responded with "customized name." Using a person's name is only the beginning of Variable Data Printing. Consider how much better responses can be when all the capabilities of text, imagery and offers are properly leveraged on a mail piece.

Here are some tips:

  1. Use the Right Data Elements. It is important to only use data elements that are predictive and can be correlated with response. The usage of data will be most effective when there is differentiation within the customer base.

  2. Include Relevant Images. Pictures that reinforce a particular interest will also help get the attention of your customer. The image can be contained in the letter, order form or outer envelope. One case study revealed that variable data mailings that feature relevant images can exceed normal direct mail response rates by double digits.

Copy King can create personalized materials by integrating text, graphics, signatures, and images into a layout to better target your reader's interest using variable data printing. Simply provide us with your information in an Excel file and we can change the information from one printed piece to the next quickly and easily.

Some of our customers have used variable data in:

  • Direct marketing materials
  • Name Tents
  • Certificates
  • Invitations
  • Advertising
  • Invoicing
  • Brochures
  • Postcard campaigns
  • Customer Relationship Management
  • ID badges
  • Bar code tickets

Click here to download PDF brochure


How to Send Data for Variable Data Printing

The data file that you will use for Variable Data Printing is critical to the success of your project. Your database might be anything from a simple mailing list to a full-blown personalized mailing. The age old adage that you can never have too much information is definitely applicable here. Data can always be omitted, but is very hard to remanufacture.

Acceptable formats are:

Excel spreadsheets or comma separated (.csv) files.

Template Sample

In a mailing file, the minimum required fields are:

Name, address, city, state and zip code. These must each be in a separate field within your data file. The data can be further subdivided into fields such as: Salutation, First name, Middle Initial, Last Name, Suffix, Company Name, Address 1, Address 2, City, State, Zip code, Telephone, etc.

These separated fields can always be put together in a Variable Data Printing piece, but are extremely difficult to break apart if they are all in one field. Imagine it this way, however you supply your data, that is the way it will look on your printed piece. For example, if the data had one column with the "Last Name, First Name", that is the way that your data will print on your piece. But, if your data has two columns, one with the Last Name and the other with the First Name, then your piece can be generated however you please. Likewise, if you have blank/incomplete fields in your database, they will print with blanks or be rejected in the mail.

Click here to download a PDF of Variable Data Instructions.

Click here to download an Excel Template to input your data.

Variable Printing