Variable data printing allows you to print variable information on each printed piece so each printed piece is unique and personalized.  If this is done right it can really make your piece stand out and can increase ROI.

Below are a few tips to improve ROI.

Personalize: Include the recipient's name on the piece.  Make sure it is easy to read at a quick glance and it can even be placed on multiple places on the printed material.  People enjoy seeing their name and placing a name on a piece really makes it stand out and grab the recipient’s attention.

Relevancy: Make your variable text and imagery relevant to the recipient.  Use data that directly relates to the recipient and the offer. This can be information about the geography they live in, reference to past purchases or activity, or even images and text customized to their demographic.  The more relevant the text and imagery the higher the response.

Testing: The use of variable data printing is a great way to easily adjust variables and test different messaging and offers.  Test different ideas to see what works best then continue testing and improving your marketing.

Data: Variable data printing is only as good as the data you have.  Make sure data is accurate, clean and contains the variables that will be relevant for your campaign.

Variable data printing is great way to connect with your audience and increase response, but it should be used thoughtfully to increase the return and increase response.