Why Variable Data Printing is the Future

While World Vision Micro began marketing its microlending program primarily on the Web, testing showed the audience wanted print pieces, too. The organization used variable data printing to place potential entrepreneurs’ stories on brochures (cover shown here) that included unique URLs to each one’s online profile.

Ask just about any marketing strategist, printer and most businesses what’s in store for the future and those in the know will say their focus is on data, data mining and CRM systems. And in the printing industry we’ll tell you that having data allows you to personalize through variable data printing, which is a very big deal. Transitioning from static direct mail to variable mail is a way that we can help customers stay ahead of the competition.

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