expert insights
Great people. Great work. Great results. Whether we’re working with a large corporation or a start-up, we go the extra mile to provide creative solutions to communication needs. Along the way, we’ve picked up some great insights.
Monday, December 07, 2009
The Delectable World of Variable Data
If you’ve ever used the mail merge function in Microsoft Word, you probably remember the joy you felt when you realized that you didn’t have to type all those names, addresses, salutations, etc. for a mass mailing. Technology had personally touched your life in that moment.
Now, multiply that feeling times a billion and you’ve entered the world of variable data. In this world, marketers, advertisers and public relations professionals can make each piece of distributed direct mail seem as though it was personally designed for the recipient. And it’s available, virtually, at the press of a button.
Everyone loves to see their name in print and a person is more likely to read (or at least open) a piece that has their own name on it as opposed to something generic. And now, with new printing technology, the personalization goes well beyond names and salutations in letters and copy. Now the actual artwork can be personalized. Seeing your name spelled out in noodles, cookie dough or clouds is a lot cooler than basic ol’ Times New Roman.
But wait! There’s more! Imagine you are opening a new eatery and you want people to have precise directions from their specific location. Using variable data, you can mail everyone on your list a map that guides them from their home or office directly to your new location. It’s a great tool to boost traffic or to help people get to your event.
Now, you can provide your audience with a personalized, creative piece and accompanying map, while only having to develop one piece of art and a well-organized mailing list. And this is only one example of how variable data can be used to “wow” your audience. We’ve come a long way from mail merge, baby!
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