Variable Data Printing
In it’s simpliest form, a variable data piece is simply addressing the mail piece as it is printed. However, we provide many flavors of variable data printing, from conditional statements (Boolean logic, or “if, then, else” statements to versioned page documents to image personalization.
Here's an example;
A sporting goods store wants to send out a direct mailer it's customer base. The customer data has a record of previous purchases so they can design a mail piece that sends the hottest brand of putters to people who have purchased golf equipment in the past. They can send the new fishing gear to those who have purchased fishing gear in the past. They can even send a generic offer to those in their database that cannot be identified as golfers or fisherman.
The power of variable data lies in the ability to utilize the data itself to deliver relevant personalized content to each recipient.