The variable data printing process is revolutionizing direct-mail marketing, and allows you to make “snail mail” that’s as personalized and engaging as email… but with much higher response rates than email.  It’s a best-of-both-worlds solution that demonstrates direct mail is still far from dead.

That said, there are also significant issues to consider when deploying variable data printing, from both a cost standpoint as well as its impact on the recipient.  Variable data can also be misused, or used poorly, so good planning is essential.

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