So what is it? Variable data basically means you can make every single page of a print run different by programming predetermined data changes into artwork before sending it to print. You can change just about anything - address details, colours, images, text - including the actual content of images (see below).
The bp connect promotion above shows the name of the addressee drawn into the soapy car. This name and message can change on every print of this mailing. Images and copy are ‘customised’ through extremely clever software, and as you can see, it opens up some amazing possibilities to produce uniquely targeted mail outs - see this link for more examples.
Got an iPhone? Check out these ‘DirectSmile’ Apps to get a good idea of how the personalisation software works - Free version view software - Pay for version - view software.
You can apply variable data to flyers, invitations, calendars, mail outs, bespoke magazine covers, and anything where that personal touch is required.
Of course, there is a cost increase on standard print, this is due to the input and set up of the data and can vary depending on just how sophisticated you’d like your personalisation (add approx 12% to usual price), but if you are looking at making an impression variable data printing is a relatively low cost option that will certainly hit the mark. A recent personalised mailout for GK Ford was reported to have had a 33.8% response, compared to 6% for the previous standard print mailout.
Variable Data - key points:
- Adds approx 12% cost increase on flat piece print, using a stock image and simple data changes
- Over 2000 stock images are available to use with up to 13 variable characters of your choice
- Mailout returns are boasted of up to 4 x the usual direct mail response rate
- Free iPhone Application is available to sample personalising images
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