Can you imagine being paid a dollar a day? That was the reality of life during The Great Depression. Times were very bleak and to cope people had to become more resourceful. During that time though, there was a major break through in printing technology. A new printer called the Platen printing press helped improve efficiency in the printing industry, at a time when every penny counted.

Much like the 1930’s, money has become more important today than ever, a dollar saved is still a dollar earned.  And much like the 1930’s, a printing method to make printing more efficient and affordable is still needed. That method is called variable data. Variable data refers to a technique used by printers to utilize the advantages of digital printing presses to produce printed pieces in mass customization as opposed to mass production.  

Like we have explained in the past blogs, variable data allows for customers to print pieces that are targeted to a specific audience. For example let’s say you bought a pair of shoes last year from your local shoe store. This year the store has a new model of the shoe you bought. So, the shoe store is able to print a customized printed piece that says they have the new model in stock in your size. Customizing the printed piece heightens its effectiveness.

Variable data has shown a great return on investment with response rates reported from 5 to 30 percent, which is significantly higher than the average .5 to 1 percent response of a static piece.  Like our shoe store example, messages should be relevant and personalized to the recipient. Make sure that your message isn’t lost in the design; steering away from too much copy and confusing designs. A reader’s eyes shouldn’t need to search the page and messages should be apparent.

Also important to note, managing your database of contacts is the best way to gain effectiveness. Properly maintaining a database of your customers’ activities will not just allow for a targeted printed piece, but the possibility to track trends in your business.  And in the case of a poorly maintained database, the printed piece is doomed before it hits the mailbox. 
 

To provide a service like variable data, Kopytek has invested in the newest printing technology to provide the best work possible, at prices everyone can afford. Even during a time of financial uncertainty, variable data makes it possible to better target your message.  
 

If you have any questions about variable data or how it can work best for you, we have people ready to answer your questions and get you on the way to printing effective targeted pieces.