Many customer communications require unique data for each document. It applies to things like financial statements, insurance notices, and patient-related letters. How does this occur at scale? Many send millions of these every month. The key is variable data printing services.
This production process enables two key areas of personalization: the data specific to that customer and the additional messaging that may be included, not related to personal information.
Let’s look at how this works.
What Are Variable Data Printing Services?
Variable data printing services describe a production method that enables dynamic content to be printed on each individual page. This is standard for the personal information on statements or letters.
Additionally, variable data printing can also pertain to other messaging that’s not PII (personally identifiable information) or PHI (protected health information) related. This could include notices or promotions.
How Does Variable Data Printing Work?
The key to scale in this type of printing is a production framework called the White Paper Factory™. White rolls of paper feed into the printer, using all the material to print continually. There are no changeouts or pre-printing of templates necessary.
The White Paper Factory merges fully composed digital files with in-line production. Each document has unique content specific to that recipient.
Each printed document also has a 2D barcode, which plays a role in the insertion of pages into an envelope. Cameras scan these barcodes, and the information contained within them prompts the inserter to fold those pages into the envelope. It’s called intelligent insertion.
The White Paper Factory and intelligent insertion enable the full scale of dynamic communications. They also boost your accuracy rates, which strengthens compliance.
Benefits of Variable Data Printing Services
One of the most appealing reasons for using variable data is that it eliminates inserts. Organizations can save money by not producing these. It also gives you a greater opportunity to engage the recipient, as inserts often end up in the recycle bin without a look.
The other advantage is being able to target messaging. Typically, companies do this more in digital channels like email marketing. They have a defined cohort of customers with similar attributes and send communications to them that will be the most relevant.
Variable data printing allows you to carry this on to physical communications. Some examples include:
- Upselling products or services that customers don’t currently have
- Delivering information about special programs they are not presently a part of
- Advising of essential updates to products and services, such as new benefits or rate changes
- Offering incentives for actions like referring a friend
Since printing is dynamic, you have an unlimited number of options to enhance engagement with your audience.
Why Personalization Matters
Consumers’ expectations have evolved with the model of personalization. Now, they anticipate that messaging will be relevant. Research revealed that 71% of consumers expected organizations to create personalized interactions, and 76% feel frustrated when they don’t occur.
Businesses can realize positive outcomes with personalization. In fact, companies said they generate 40% more revenue from personalization. It can also reduce costs, with data revealing that customer acquisition and retention expenditures decreased by 28% when using personalization.
It’s simply a smart move for organizations to embrace and embed personalization in every customer communication. If you’re already doing this well with email, you can complement those efforts with variable data printing on printed and mailed documents.
Deliver More Personalized Communications with Variable Data Printing
Modernize how you produce your transactional print and mail with variable data printing. You could increase engagement, which could lead to more revenue and customer loyalty. It also supports accuracy and compliance.
For more information on how it works, schedule a no-cost consultation with our team today.
