Personalized variable data printing

Variable data printing is mainly used for direct marketing, customer relationship management, advertising or, more generally, direct mail or other mass mailings. It uses databases, publishing software and digital printing peripherals. It follows a simple principle: the software combines several variable elements such as text and graphics in a template (the static document layout) before sending it to a digital printer.

Variable data printing varies in complexity:

  • Basic: Uses personalized salutations or names, such as in mass mailings where the recipient’s name and address are different on each copy

  • Complex: Takes versioning (version control) into account, allowing different levels of personalization to be used as a function of the target market and market segment. For instance, this would be used to personalize an email as a function of the recipient’s sex.

  • Very complex:The text and images can be tailored to each recipient.

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