What Variable Data Printing Is NOT

Variable data printing can be one of the most powerful mediums of our time. However, most people who sell this to their clients are not even really doing variable printing. Eighty percent of all variable print is nothing more than mail-merge and fancy fonts. If I get another direct mail offer with my name spelled in sea shells on a beach I am just going to go insane!

“OK, Great, you have a sea shell font – wow – thanks!”. What if I’m scared of the ocean? What if I am allergic to seafood of any kind? Are you selling me something to do with a beach or shells?

[First Name] mail-merge is kindergarten at best. The tiny increase in response (if any) will rarely justify the extra expense for this kind of fluff. Plus, you have to worry so much about all the negative associations with an unusual, unrelated approach to selling your goods and services.  What’s worse, I have seen entire campaigns switch themes away from a companies core brand just to include these fonts.  If you are a medical supply company you shouldn’t sell yourself with a beach theme just because it looks cool to you.  Remember, it should be relative.

Unfortunately the real professionals of variable printing, the database teams in direct mail, have been inundated with printers that are being convinced to buy hundred thousand dollar specialty packages like seashell fonts and PURLs.  So, in many ways, this is now the industry standard. To the real database marketing professionals this is very disheartening.  However, use this to your advantage!  We’ll show you personalization that makes sense, creates additional results and is truly tied around the desires of your customers and prospects.

If you don’t really know that much about your customers we can append over 100 fields of additional consumer data about them so you know if they like dogs or cats, drive Ford or Chevy, etc. When this is done by real variable data teams in direct mail it will still cost less than all those printers because we do it every day without the baggage of all that crazy software they bought.

At CSG Direct, we have over two decades experience in real variable data: variable data printing, variable data coding, randomization, variable data email, websites, and more. Our entire site is an example of variable data, but you wouldn’t know that unless I told you. The images, alts, metas, content, embeds, etc. are all database driven variable content management.  All of these tools are built right here at CSG Direct!

CSG Direct lives and breathes variable data so you get better results with REAL personalization!

This entry was posted in Variable Data Printing and tagged , , , , , , , , . Bookmark the permalink.

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>