VARIABLE DATA PRINTING SERVICES

While some elements of the design remain the same, other elements such as names, text, images, offers, locations, QR codes, or other information can change from recipient to recipient.

Mail merge is one common form of variable data processing, typically used to insert information such as names, addresses, or salutations into a document.

Variable Data Printing can go further by changing both text and visual elements based on the recipient or audience segment.

Almost any element that can be connected to a usable data field or established personalization rule can potentially vary.

Common examples include names, addresses, salutations, offers, messages, images, locations, phone numbers, representatives, QR codes, URLs, and reference information.

The available personalization ultimately depends on your data, campaign strategy, design, and production requirements.

Not necessarily. You can use an existing customer, donor, member, patient, prospect, or other database as long as it contains the information required for your planned personalization.

If you’re building a prospecting campaign, Mellady Direct can also help identify appropriate mailing-list and segmentation options.

Yes. Depending on the project, Mellady Direct can provide data preparation, duplicate removal, address standardization, NCOA, CASS, DPV, segmentation, and postal presorting.

For variable campaigns, we can also evaluate the fields being used for personalization before production.

Yes. Variable data isn’t limited to text.

With the appropriate data and campaign setup, imagery and other graphic elements can change based on the recipient or audience segment.

Yes. Different recipients or audience segments can receive different offers, messaging, imagery, calls to action, or other creative content within the same overall campaign.

The personalization rules need to be established and tested before production.

Yes. A campaign can incorporate QR codes as part of the variable design.

Depending on the campaign setup, recipients can receive different QR codes or destinations based on location, audience segment, offer, campaign version, or other criteria.

Variable data can be used across many digitally printed formats, including postcards, letters, envelopes, brochures, self-mailers, newsletters, invitations, and other direct mail pieces.

The appropriate approach depends on the format, quantity, personalization requirements, and production method.

Pricing depends on the quantity, mail format, amount and complexity of personalization, data preparation, printing specifications, finishing, postage, and mailing requirements.

A simple personalized postcard and a campaign with multiple variable images, offers, versions, and matched components require very different production setups.

We recommend providing your campaign specifications and sample data so our team can determine the appropriate approach and quote.