You're more likely to get a response from a customer if you call them by name versus "Hey you!"
That's the value of variable printing. It's mass customization of a single marketing piece, enabling you to personalize content and photos based on relevant customer data. With the name, address and buying history of your customers, you can tailor your marketing piece specifically to each customer to boost response rates.
Here's how it works:
Imagine you're a retailer who mails a postcard every month advertising a promotion or seasonal products. Using your customer database, you can now tailor your message on a case-by-case basis. For example, let's say you have a customer who recently purchased a storage shed from your store. You can now customize your message to cross-sell products well suited to that customer, like tools and garden supplies.
An essential component of one to one marketing, variable printing is rapidly gaining traction due to its effectiveness in increasing sales opportunities and brand loyalty.