What is Variable Printing ?

There are two forms of variable printing that we typically see.

Post-Printing Mail Addressing The first form of variable data is personalized address data that is applied by a Mail House, after the document has been printed. This usually includes the Name, Address and Bulk Mail Zipsort Barcoding to a postcard, mailer, brochure or newsletter.

A document that is post-printed, looks like a bulk mail printing job, and is easily identified by the often distorted type face, and consequently rapidly finds it way into the circular file. 

With higher costs and lower response rates, this is the old way of doing things. It is more expensive to print the document, transport it to a mail house, and then run a document through the second time to address it. Often the response rate of bulk mail is about 1-2% - where you are wrong in guessing what the customer needs and wants 98% of the time – not a good use of limited resources!

Digital Variable Printing, on the other hand, is simpler, more dynamic and powerful - direct from computer to press. Simply said, each document is database driven in content, graphics and personalization on every page, for every individual. Every document is assembled instantly, on the fly, by the computer, and sent electronically to the digital press.

The mailing list can be divided into market segments or demographic profiles, by status, by neighborhood, address, age, income, gender, family, retired etc. The excel spreadsheet is read by the computer, and selects and inserts the correct picture, modified content and personal information throughout the document - so that each document appears to be printed “just for you”.

The entire document is personalized, collated, sorted, stapled in cut / stack / zip sort order. So, it is ready to be put in trays as it comes off the press, and goes directly to the post office, saving both time and money.

We handle the entire process, usually in 3 days from final proof to drop at the post office. The dramatic improvement of a 5-10% response rate for personalized variable printed documents is the most important part. With our digital variable data, you can build and sustain loyalty with your customers … more effectively and more cost effectively!

We can help you to create or convert your traditional high cost / low return rate mailings, documents and newsletters to powerful, cost effective, personalized loyalty building programs ...