The old saying goes that you can have it done fast, you can have it done cheap, or you can have it done well – but you can’t have all three done at the same time. The best you can hope for is two out of the three. Well, this isn’t really true anymore thanks to digital printing technologies, especially if you work with the right print partner, thanks to the benefits of variable data printing. Here’s what you should know about this digital printing method, why it’s so groundbreaking, and what it can do for you.
Digital Printing? Already Fast. Variable Data Printing? Even Better.
When you compare traditional printing methods like offset printing, digital printing is incredibly fast. Offset printing requires you to install new plates into the printing press whenever you want to change what you’re printing, but digital printing doesn’t require that – you simply change the digital file you’re using. The results are beautiful-looking custom printing. When you think about the benefits of variable data printing mixed in with the already impressive benefits of digital printing, things get even better.
Variable data capabilities make it easier than ever to create custom printed content. Now, you can print addresses directly on each piece of marketing material, add a personal greeting that’s been customized to the specific recipient, or pretty much anything else you want, and all because modern digital printers can leverage variable data capabilities. Let’s break down more of the benefits of variable data printing and how, exactly, they work.
How the Benefits of Variable Data Printing Came About
As we discussed earlier, modern print technology relies on digital files instead of the large physical plates that need to be changed out in order to use traditional offset printing methods. Digital printers rely on digital files as guides instead. The printer reads the file and uses it as a guideline to create the image, just as your desktop printer in your office or home does so. The quality is much higher of course, but the principle is the same.
Since all you need is a data file for that digital printer, it quickly became clear that creating custom databases for print runs was just as easy. It’s not particularly challenging to set up different variables for any number of fields on a piece of direct mail, for example. This includes not just names, addresses, or specific messages and written words, but also whole complete images. No longer do marketers have to address their mailers to “resident”, as all your digital printer needs is, essentially, a mailing list.
Other Benefits of Digital Printing
The benefits of variable data printing are crystal clear, of course. Being able to personalize your marketing mailers is a great way to encourage recipients to respond to those mailers, as personalized mail has a higher chance of being paid attention to. In fact, a study in 2016 found that personalization increased the chances of that piece of mail being opened by a combined 84.9 percent! That’s more than enough reason to rely on variable data printing.
There’s more at stake here than just response rates, though. Cost-effectiveness is another important factor, especially when you’re using digital variable printing to produce large quantities of mailers. Not having to print and affix individual address labels speeds up the process and makes it more affordable. Additionally, digital printing in and of itself is great for smaller marketing runs, as bulk volumes of 500 or less represent some major cost savings over offset printing of the same volume.
Finding the Best Variable Data Printing Partner
It’s obvious at this point that going the digital printing route, and specifically a reliance on the benefits of variable data printing, are a great way to create physical marketing materials for your next campaign. However, in the end there’s one thing that you do need to consider: your end product is only going to be as good as the digital print house you decide to partner with to get the job done.
The bare truth is that not all print houses are created equal. While digital printing isn’t as brand-new as it might have been in the past, many print houses may not specialize in it to the same level that they do more traditional methods such as offset printing. This means they might not have the staff with the right mix of expertise and experience to create a digital print run that will meet your exacting standards.
Turn to Las Vegas Color Graphics for the Best Variable Data Printing Anywhere
Thankfully, you don’t have to worry about that with Las Vegas Color Graphics. As the Vegas area’s premier community print shop for the past 40 years, we’ve grown with the times and kept up with changing technologies to ensure we can provide the best digital printing capabilities for our clients, and that includes offering them the benefits of variable data printing as well. Our staff has both the skills and the experience with these digital printing methods necessary to create flawless marketing materials.
If you’re looking for the perfect print partner for your next round of marketing mailers, look no further! In addition to our digital printing capabilities, we also offer highly advanced fulfillment services as well – and all at an affordable price. To learn more about how Las Vegas Color Graphics can create the best marketing mailers for you, contact us today and we’ll get started!
