Variable Data

Variable data services (also known as “one-to-one marketing”) mean higher response rates, increased sales and faster brand building. By individualizing each piece — with personalized text, graphics and images — you can cut through the clutter and break free from generic marketing messages. Many experts agree that customized direct mail increases response rates by up to 400 percent.

Variable data is made possible by new digital technology, which treats each page as a new and unique job. The simplest and most popular way to use variable data is to address each direct mail piece per recipient (instead of “Dear Homeowner:”). More advanced techniques include matching graphics or text to the recipients demographics (ex. using different graphics depending on gender, matching special deals and coupons to those living in a certain area, etc.)

Of course, variable data is only as good as your mailing list. Let Rowland help you identify your target market, procure the list, and then customize communications per list demographics.

And don’t forget that variable data is effective for more than just direct mail. Use it to create more impact on all your business communications, including:

• Customized reports
• Customizes proposals
• Customized brochures and sell sheets
• Personalized holiday cards or thank you cards
• Name tags