The Power Of Personalisation in Print

Printed media is sometimes criticised for its lack of personalisation compared to digital marketing channels. However, the people who do so are often unaware of the potential of variable data printing (VDP). In this article, we will explain what variable data printing is and why it matters, but in a nutshell it’s a way of creating tailored print materials to resonate with your target customers, within large print runs. Read on to find out more about this powerful tool and how it can transform your print marketing strategy.

What Is Variable Data Printing?

VDP is a digital printing method that lets you incorporate unique information, such as a recipient’s name, address, or even a tailored message or image, into individual printed pieces without slowing down the printing process. This wasn’t possible with traditional flexographic printing – in Litho printing, every item in the print run was identical. Digital printing presses are not reliant on fixed lithographic printing presses, so don’t have these restrictions. VDP allows you to incorporate variable elements into each design template, from text and image to unique colours, that adapt to your customer data. In this way, you can balance large-scale print runs with high levels of personalisation.

How Does It Work?

Variable data printing is the bridge between your customer data insights and creative design. Step-by-step, the process goes something like this:

1. Your print management partner (e.g. MTA Digital) helps you to gather and collate your customer data from your CRM, including demographics, purchase history, preferences, and so on.
2. Your designer then creates a customisable digital template with ‘placeholders’ into which the variable elements can be incorporated.
3. Using design software, this data is then integrated into your design template to create dynamic content. The result is that every printed piece is unique and tailored specifically to the individual recipient, even in a print run of thousands.
4. With the dynamic data applied to the templates, your print partner can then produce your personalised materials using a digital printing press, in volumes ranging from a few dozen to tens of thousands. The results is vibrant and personalised printed material ready to capture the imagination and attention of your target buyers.

Why Personalisation Matters In Print Marketing

Personalisation is the way to engage your target audience and elevate your marketing results, helping your materials and your brand to stand out to the people who matter most to you. Businesses that use variable data printing often achieve improved response rates compared to more generalised materials. By addressing your audience directly with personalised content, you also build stronger connections with your business and could boost sales conversions.

Next Steps

Interested in finding out more about variable data printing? Get in touch with MTA today to discuss your print requirements and find out how we can make your printed materials more personalised and relevant to your target customers.

Image Source: Canva