Join Trish Witkowski for an in-depth discussion in this video Variable data printing, part of Learning Direct Mail Strategy.
…Variable Data Printing, or VDP for short, results when you…take data which can be in the form of text…and images, and combine it with high speed digital printing,…to create individualized content that is tailored specifically for the recipient.…There are three forms of variable data, basic, version and full variable data.…Many marketers use basic personalization, by adding a…unique name and address to a static printed piece.…It's great for exactly what you might think.…For letters, so you can avoid using Dear Sir or Madam.…But, it's really just the beginning.…
Version variable data, also called batch targeting, which is the term I prefer…to use, builds on basic personalization…by using different templates for different groups.…You can use this approach to segment your audience into groups, and send out batches…of mail that include imagery and offers…that would be attractive and relevant to them.…Full variable data modifies the text and imagery for each individual.…This leads to the most customized, and…potentially the most effective form of personalization.…
- Defining the mailing list
- Keeping your mailing list up to date
- Creating the offer
- Formatting strategies
- Using special packaging like varnishes, stamps, and stickers
- Leveraging technology, such as variable data printing
- Adding an Intelligent Mail barcode
- Green mail strategies
- Tracking and measuring results from your direct mail campaign
Skill Level Beginner
Learning Print Production (2012)with Claudia McCue4h 26m Beginner
Print Production: Spot Colors and Varnishwith Claudia McCue1h 57m Intermediate
1. The Audience
2. The Message
3. The Format
5. Leveraging Technology with Mail
6. The Environmental Argument
Green mail strategies4m 51s
7. Testing, Tracking, and Measurement
Next steps1m 36s
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