How do I get started with variable data?

Customized or variable data printing offers a new value-added proposition that significantly improves return of investments. Better response rates, repeat orders, customer service and cost reductions have attracted the attention of marketers. It is the hottest technology in the printing industry --the larger players: HP and Xerox all have teams of people selling the benefits of variable data to corporate marketing people. It’s just a matter of time until you are asked to work on a variable data project.

To get started, you have to understand the difference between variable data and simple personalization. Variable data printing refers to printed materials that have a number of elements, including graphs, charts, and images that change from piece to piece. These pieces may or may not be personalized with a name but are based on the recipient’s preferences as gleaned from databases. Invitations, college capital campaigns, travel brochures, and real estate offerings are good examples.

The success of a variable data marketing piece relies heavily on the quality of the database and the mailing list. If you or your client have good data about past sales or donations, you can design an offer that appeals to each, as an individual.

It may be wise to think as your first variable data project as a test. Design something small and simple. The most popular software applications being used are Adobe InDesign and QuarkXPress 7 (or QuarkXClusive XTensions for earlier versions). Start with varying only one element: a name or a picture. This will give you experience with running new software

Customized or variable data printing offers a new value-added proposition that significantly improves return of investments. Better response rates, repeat orders, customer service and cost reductions have attracted the attention of marketers. It is the hottest technology in the printing industry --the larger players: HP and Xerox all have teams of people selling the benefits of variable data to corporate marketing people. It’s just a matter of time until you are asked to work on a variable data project.

To get started, you have to understand the difference between variable data and simple personalization. Variable data printing refers to printed materials that have a number of elements, including graphs, charts, and images that change from piece to piece. These pieces may or may not be personalized with a name but are based on the recipient’s preferences as gleaned from databases. Invitations, college capital campaigns, travel brochures, and real estate offerings are good examples.

The success of a variable data marketing piece relies heavily on the quality of the database and the mailing list. If you or your client have good data about past sales or donations, you can design an offer that appeals to each, as an individual.

It may be wise to think as your first variable data project as a test. Design something small and simple. The most popular software applications being used are Adobe InDesign and QuarkXPress 7 (or QuarkXClusive XTensions for earlier versions). Start with varying only one element: a name or a picture. This will give you experience with running new software

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and give database people experience with providing data to production, and everyone can learn the importance of clean data. Some printers may offer to put your first, small file together, allowing you to see how it all comes together—risk free.

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