Optimize Your CRM System for Variable Data Digital Printing

Every Twin Cities business has a customer list, and many companies use a customer relationship management (CRM) system to organize and track communication with clients. Companies can use their CRM systems to help customize their marketing materials to recipients. Integrating data from CRM systems can be effortless with variable data digital printing.

What Is Variable Data Digital Printing?

Variable data digital printing allows businesses to tailor print marketing materials to each individual recipient. Companies can change both the message and graphics used on a piece of marketing with variable data digital printing.

To do so, business owners simply provide their digital printer with the digital files of the marketing piece, including the variable text and graphics, and a spreadsheet with customer data from their CRM systems. The data should include customer names, addresses, and pertinent demographic information. The digital printer uploads these files to his or her equipment. Since every copy of a digitally printed marketing piece is an original copy of a digital file, the printer is able to customize the project nearly effortlessly.

A Real-World Example

Suppose an office supply company would like to send out a postcard advertising a fall sale. The company would like to use the same postcard template to target market to parents of grade school students, college students, and business owners.

Using variable data digital printing, the company can create back-to-school themed messages and graphics to use for the grade school and college recipients and a seasonal message and graphics for business owners. Then, the office supply company sends out these customized postcards to their targeted customers.

Making the Most of Variable Data Digital Printing

While even the most simplistic customization, such as using a recipient’s first name on a marketing piece, helps increase response rates, companies can boost the effectiveness of their marketing campaigns with more nuanced variable data techniques.