Xerox 2000 manual Variable information printing

digital print

Variable information printing

A unique characteristic of digital print is the ability to print every page differently. Not only does this mean you can print a multi-page document (like a book) in a single print run, but you can also personalise each sheet or page to an individual. It is achieved by changing certain text (like name and address) and/or images on the page. This new capability is called variable information printing (or variable data printing), which people may also call personalisation, customisation or versioning.

Although this capability is not new (it’s been used for many years to produce bills and statements), what’s exciting is that this capability is now available in full colour, including graphics and images.

Personalised refers to a document that has been tailored to a specific individual. Although it could be a simple mail merge, a personalised document may often have unique combinations of paragraphs, pictures, and other information directly targeting the individual.

Customised is used to describe any document that has been altered, in a sense customised, to its audience. It is derived from a common document template with different messages and content based on stated customer preferences.

Versioned or targeted lots is used to describe documents based on data-mining techniques. Several versions of a document are created based on selection of target criteria, such as broad demographics, psychographics or purchase history data. The document appears personalised but is identical to that produced for other recipients with the same profile. Catalogues, newspapers and manuals are good candidates for versioning.

Variable information printing has allowed marketeers to target customers with specific products and services, tailored to their individual needs. Companies can today leverage the vast amount of information they possess about their customers with this capability.

It also allows companies to protect their most valuable strategic asset – their customers. Communicating with each customer individually allows organisations to solidify a direct, one-to-one relationship with their clients.

Marketeers can improve the investment value of mailings by utilising variable information printing. Even by adding the simplest personalisation to a direct mail piece

– name and address – response rates can increase by 36% (1997 CAP Ventures report).

This is especially important in these days where marketeers are wanting to get closer to their customers, have fewer dollars to spend, and are demanding measurable results. Variable information printing is perfectly placed to meet these goals.

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