With digital printing you can easily incorporate variable text or imagery into your printing.  This is commonly used when printing is personalized with variable text like the name or any associated datapoints.  Yet, you can also pull variable imagery like variable product photos customized to prior purchases, variable imagery based on location or variable imagery based on demographics.  The ability to customize your printing to personally target individuals is very effective.  Just putting someone's name on a piece makes a big difference, but if you can customize your printing to be more personalized your ROI will increase.

With variable image printing you can also incorporate various logos for marketing that involves multiple companies and branches.  This enables printing to be gang run at the same time, saving on setup costs and often enabling your mailings to qualify for lower postage rates. 

It is also common to use different images for different customer segments.  If you can segment your house data incorporating images that will resonate with each segment will help increase your ROI.

The more your campaign can be targeted and personalized the better it will be to improve your ROI and help you tailor the experience your customers and prospects have with your company.