Variable Data Printing 2019-03-12T07:18:09+00:00
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Variable Data Printing

Award-winning variable data printing in NYC

Influence Graphics offers variable data printing to help you personalize your message to your customer base.  Because we are digital and don’t use static metal plates to print your documents we have the ability to personalize each and every copy of any document.

There are several levels of complexity when it comes to variable data printing (VDP). The most basic level involves merely changing the name on each copy much like a mail merge. More complex variable data printing encompasses ‘versioning’ where multiple elements of a document change including both text and images. These unique “versions’ are generated based on various data you might possess about either a market segment or more specifically about  the individual addressee (gender, age, zip code, interests, etc.). All variable data printing begins with a basic graphic layout template that defines which elements in the document are static and which are to be variable. While the static elements appear exactly the same on each printed piece, the variable fields are filled in with text or images as dictated by a set of rules contained in a database (i.e female addressee gets women oriented text and images).

Personalization allows marketers to connect more directly with its customers. In order for variable data printing to be successful the sender must have unique demographic data about its customer base. For example, if you are trying to sell a car to a customer who loves football you might send a variable data postcard with an image of a football player test driving a car. And if that customer has purchased a pickup truck in the past you might have an image of the football player test driving a pickup truck. This postcard is going to a much higher response rate because the customer is more likely to engage with the content.

The biggest benefit of variable data printing is the increase in the higher response rates. Research shows that typical response rates for regular static printed direct mail is well under two percent.  With targeted, variable data printing however, response rates can jump to nearly 14 percent (often even higher). As a direct marketing tool, variable data printing can deliver better qualified prospects and higher profits to your business.  By using the demographic information you have on your prospective customers we can develop highly targeted brochures, postcards, newsletters and other direct mail printing that recipients will respond to.  Known as “one to one marketing”, variable data printing generates one personalized document for one individual customer, with one unique message.

Give us a call at 212-354-6123 and see how we can positively “Influence” your next variable data project.


Konica KM1 Digital Press

The first in the NYC market, The Konica KM1 has the largest sheet size in it’s class (23″x29.5″), capable of outputting 3,000 sheets per hour at 1200 x 1200 dpi, with UV ink on a wide wide range of substrates.

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