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Variable Data Printing

Variable-data printing (mail merge printing)  is a printing process in which elements

such as text, graphics and images may be changed from one printed piece to the next

by using information from an external database.

For example, a group of personalized mailers, each with the same exact layout, can

be printed with a different name in the salutation and different  address on each letter.

 Variable data printing  is mainly used in direct response advertising using pressure

seal mailers ...(aka Snap Pack Mailers).

The technique  utilizes sophisticated software to create high-quality  documents, with a look

and feel comparable to conventional offset printing.  It allows the mass customization of

documents , as opposed to the 'mass-production' of a single document using offset printing.

Instead of producing 10,000 identical documents that deliver the same exact message

to 10,000 customers,  variable data printing produces 10,000 unique documents with a

different personalized and customized message for each customer.

Personalization,  Variable Data or Mail Merge is the area or areas in your snap pack mailer

that can be personalized for every customer – name, dates, age, payment amounts, lender name,

phone number – everything can be personalized for every consumer. In hundreds of studies

this has proven to increase direct mail advertising response rate by up to 200%.


There are several levels of variable printing. The most basic level simply  involves changing

the salutation or name on each snap pack mailer. More complicated variable data printing uses

'versioning', where there may be differing amounts of customization for different markets, with

text and images changing for groups of addresses based upon which segment of the market

is being addressed.

Finally there is full variability printing, where the text and images can be altered for each individual

address. All three types of variable data printing begin with a basic design that indicates

which sections can be altered and a database of information that fills in the changeable fields

There is no additional charge for variable date printing for your first two mail merges. It is

$25 per variable merge after two.

The increase in direct mail response rate using variable printing vary from double the normal

return at the basic level to anywhere from 3 to 10 times the return. This naturally depends on

content and the relevancy of that content, but variable date printing or mail merge is a very

effective tool fo increasing ROI on direct mail marketing campaigns.


2 examples of variable data (mail merge) printing.


The first example is a basic merge on the outside of a snap pack. Their city name is merged into the
upper left of the snap pack mailer where it reads "Homeowner Notification".


This simple merge personalizes the mailer to that person and creates a much greater

importance in the eyes of the recipient since they are, in fact, a Homeowner living in Arvada .

This one reads Arvada. the next will have that recipient's town merged and so on.



snap pack mailer

The second example below has 2 variable data merges.


The recipient's name is merged into the salutation and their Lender Name is merged into first sentence.


When the recipient see their lender name merged inro first sentence, they immediately regard the
message as pertinent and read on.


Variable data merges increase response rate and ROI by personalizing each mailer to the recipient.


Snap Pack mail Merge

Call until 6pm EST everyday for direct mail advertising ideas.


(954) 312-8130 9am - 6pm (M to F) EST