Variable Data Printing

Variable Data Printing

Variable data printing (a.k.a. database publishing) offers astute database and marketing managers remarkable opportunities to expand the impact of their documents. Using information from a database, it is possible to turn each document in a given print run into a unique, one-of-a-kind communication. Thus, each document contains at least one element (text or graphic) that doesn’t appear in other documents within the same run.

Our digital and offset printing assets make it possible for you to create high quality, high impact messages using either black and white graphics or color graphics on a wide range of paper stocks and formats. Personalization can turn form letters into one-to-one communications. Bar coding and serialization can simplify tracking of direct mail campaign responses. Database publishing (100 percent variable printing), which allows you to vary document content by individual, can create a unique and intimate message for each targeted individual.

Of course, there are many factors that can enhance or detract from the impact and value of your mailings. For example, if you want direct mail recipients to fax their response forms, avoid adding bar codes to the forms. Fax machines may degrade the quality of the bar code image, making it useless as a tracking tool.

Printing Services Online has the experience to help you make the most of all of your targeted communications:

  • Brochures
  • Checks
  • Direct mail
  • Documentation
  • Newsletters
  • Postcards
  • Product/Service Sheets
  • Surveys

Variable data printing (a.k.a. database publishing) is a particularly powerful form of digital printing. It allows you to take advantage of your database(s) to add customized elements to each piece that you have printed.

Here’s a simple example. Thanks to variable data printing, newsletter publishers and other direct mailers can now individually address each newsletter or printed piece (from a database) while it is being printed. Dump those smeary old inkjet labels!

Here’s a more complex application. Using the same process, you can also automatically insert pre-defined content targeted to each recipient in the newsletter using your database. It could be as simple as the recipient’s name. It could also be targeted information directed at the recipient or at all recipients sharing a given characteristic (ZIP code, age, car, etc.).

In short, each variably printed piece can include one or more printed elements (text or graphic image) that makes it different from other pieces in the same print run. Yet, all of the pieces in your print run are produced at one time (i.e. cost efficiently), with a consistently high standard of quality. More importantly, variable data printing is a uniquely efficient way to speak to each individual in your audience, one-to-one.

  • Bar coding
  • Serialization
  • Personalization (individual addressing)
  • 100% variable content in black ink

Variable Data Printing Online

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When combined with many other in-house capabilities such as (Mailing & Distribution and Response Processing) our experience with variable data printing can help you create truly exciting new marketing opportunities. Want proof? Review our Services, read our Case Studies, or Contact Us.
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