The use of "variable data" or "personalization" in printing has been a hot topic for quite a while now. One factor in TPI Solutions Ink's decision to buy the HP Indigo press was it's variable data capability. Prior to digital printing, extensive personalization of a printed piece was not possible. The direct mail that you received at home might have had your name above your address or in many cases may have said something like "occupant". Definitely not an outstanding way to attract the recipient to do more than just toss it in the trash.

So, what do you need to do to implement personalization into your business marketing strategy? The biggest component is the data. Fortunately most businesses today already have a multitude of data on file about their current clients. Commonly know things such as:

• First and Last Name
• Title
• Company Name
• Mailing Address
• Telephone and Fax Number
• Email Address
• Web Site Address

And, as many surveys have shown, it is much easier and less costly to keep existing customers than to find new ones. With variable data printing and a basic database it is possible to deliver an accurately targeted personalized message to your clients. The result, your client will feel individually valued and they will be more apt to remain loyal.

What type of information can change in a variable data design? Well, I think by now we have all received some type of mail or advertising with our name printed on it. Hopefully, for the sender's sake, we haven't thrown it directly in the trash and we have taken a second look. So, we know that names can be variable as well as, pretty much, any type of text. The catch, the information needs to be put into a database. Text however, is not the only thing that can be personalized. Images can be variable to match the specific interests of your client. For example, if TPI Solutions Ink were sending out a variable data mailing to our clients in the field of higher education we may want to use such data as our client's first name, the school's name, a photo of the school and some generic images of campus life.

Studies have shown that consumers are more likely to open and read mail personalized with their name. When materials are further personalized to match their interests I would imagine the open rate would go up further. What do you think? Do you pay more attention to mail that has your name on it? Do you receive more personalized mail at home or in the office?