Personalised printing is a high calibre-marketing weapon. Ideal for the business with an exacting demographic, it generates a high return on investment. In fact, direct marketing research shows that variable data marketing can significantly improve the response rate of a direct mail campaign by 20 percent.

The marketing message geared for an audience of people aged 18-24 varies substantially from one targeted toward Baby Boomers. To maximize response rates, these two demographic groups should receive a different message. Every facet of the printed mail piece can be personalised to its reader.

Thanks to advances in digital printing technology, this technique is now available. Variable data printing works because it enables businesses to precisely pinpoint and tailor all aspects of the direct mailer to its customer. One-to-one marketing is now possible.