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Why Your Business Needs Variable Image Printing

Why your business needs variable image printing

There are several things you can do to make your direct mail campaigns more effective and successful. One of the steps you can implement to achieve this is utilizing variable image printing, or “variable imaging”. This makes personalization easier, faster, and more cost-effective than ever before.

In this article, we will explain why variable image printing is essential for every business running direct mail campaigns in Toronto.

What is variable image printing?

Variable image printing is an advanced form of digital printing. It allows for deep customization of printed documents within a single print run.

Different names, addresses, messages, images, and logos can be modified on each individual piece. Any element can be changed or replaced without slowing the printing process, since the varying information is rapidly inputted from a database or an external file.

This process is also known as variable data printing (VDP), variable information printing (VIP), or simply variable imaging.

Common Variable Elements

Some elements that are commonly customized include: names, images, QR codes, personalized URLs (PURLs), logos, locations, taglines, colours, special offers, promotions, and purchase history.

Types of Variable Data Printing

  • Additional Versioning: Each printed piece contains personalized elements.
  • Name and Address Variability: Unique contact details (name and address) are included on the printed documents.
  • Image Personalization: Customized images taken from a database are printed on various pieces.
  • Transactional Information: This process involves graphically variable figures (QR codes, barcodes, or other specific information).

How does variable imaging work?

Variable imaging needs three things: variable data software, a digital printing press, and saved data.

The data includes customer information, addresses, images, graphics, text, and anything else that must be printed and/or customized. You can use the customer information already located in your CRM (customer relationship management). Alternatively, the data can come from a spreadsheet or another file format of your choice.

Next, you enter a set of “rules” within the variable data printing software, so it knows which elements are variable and which stay the same. Using this software, you can create multiple personalized printed pieces from a single design.

In the end, hundreds or thousands of print pieces are customized in the same amount of time it would take to print an equal number of non-customized pieces.

3 Advantages of Variable Image Printing

1. Increased engagement

Successful direct mail campaigns are personalized and highly-targeted. Recipients are more likely to be opened, read, and kept.

Beginning your message with an anonymous “Dear Sir/Madam” is not effective! With variable imaging, you can use the recipient’s name, thus catching their attention as they sort through their mail and differentiating yourself from the competition.

Consequently, the most significant advantage of utilizing variable image printing is increased engagement. Potential customers are, after all, more likely to respond and engage when they see their name, address, or personal information printed on a direct mail piece.

2.Increased efficiency

Gone are the days of handwriting individual addresses or sticking hundreds of independently printed address stickers on mailers. Variable image printing has made this process easier and quicker.

With VDP, variable labels and documents are printed in rapid succession, without needing to stop the printing press. This technology has made printing an entire direct mail campaign with customizable elements faster than ever before.

Since printing is more efficient, even large campaigns require less time to print and, ultimately, distribute. Faster turnaround time is advantageous for A/B testing…or if you’re running behind schedule!

3. Easier tracking

You need to be able to track the results of your direct mail campaign. Without analytics, it’s difficult to know what worked, what didn’t, and if your campaign was successful. Fortunately, VDP makes this easier than ever.

Variable imaging means that you can include a unique barcode, personalized URL, or identification number on each mail piece. It’s a convenient and reliable way to track results and gather useful information. Using this data, you can more accurately gauge the response to your campaign.

Not only does trackable data tell you if your current campaign is working, it helps you make better decisions in the future. You can test segments of your mailing with slightly different mail pieces (this is called A/B testing), and then use a custom QR code/PURL to see how each mailer performs.

Ultimately, you’ll see what resonates the most with your customers. All you have to do then is tailor your future campaigns to their preferences.

The Importance of Variable Image Printing for Businesses

Variable image printing is immensely beneficial for Toronto businesses. It unlocks cost-effective and efficient personalization of your direct mail pieces, which then leads to increased engagement. Your direct mail campaigns see greater success, helping your business reach its goals.

Since we know that increased personalization generates greater engagement and a higher response rate, you should use VDP whenever possible. Furthermore, variable imaging is crucial for effective A/B and multi-variable testing. Testing plays a vital role in refining your direct mail advertising strategy.

Variable Image Printing With Troi Mailing Services

Troi Mailing Services provides variable imaging services in Toronto, which can be customized based on your preferred format. Our fast-running, high-quality printing services make incorporating VDP very efficient and cost-effective.

We offer the following variable imaging services:

  • Cut Sheet Laser 1200 DPI: The highest quality laser image printing and marketing available.
  • High-Speed Inkjet 600 DPI: The fastest laser image printing and marketing available for all your printing needs, including direct mail marketing campaigns, advertising mail, flyer distribution, and any print and mail services.
  • Print and Direct Mail Services: Regardless of the scope of work or budget, we offer valuable advice to help you see improved responses and increased conversions for your direct mail campaigns.

Troi Mailing Services: The Mail Advertising Experts

Reach out to our Troi Mailing team and work with Toronto’s mail advertising experts. We offer a range of advanced direct mail printing services to make your campaigns more efficient and effective, including variable image printing. Furthermore, as your one-stop shop for mail printing and fulfillment, we take care of every part of your campaign.

To learn more about direct mail advertising services in Toronto, call Troi Mailing Services at 1-866-486-9350 or contact us online.

About: Seamus Barton
Seamus Barton - Author
Seamus Barton joined Troi Mailing Services in 2014 after graduating from York University with a Bachelor’s Degree in Professional Writing. As a manager of print and direct mail solutions, he sees how words play an important role in personalizing any experience. Seamus’ passion for writing motivates him to provide frequent direct marketing content that supports each Client’s individual needs. Please chat with Seamus about commercial printing and direct mailing campaigns, or about how to marry digital and physical strategies for optimal Smartmail Marketing success.

You can connect with Seamus on LinkedIn or by calling Troi Mailing Services at 1-866-486-0423 or via email at Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster

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