To Variable or NOT to Variable?

To Variable or Not to Variable…that is the question. The results are definitely better, but at what point does the additional cost of Variable Data Printing outweigh the advantages? The truth is…it depends. Below I am outlining costs of printing a typical variable data postcard verse the same postcard printed using traditional offset printing.

Specs:
Postcard (4”x6”) printed 4-color both sides on a nice 10pt coated stock

Printing Variable Data*
1,000 - $277.30 (.277)
5,000 - $845.00 (.169)
10,000 – $1,623.00 (.162)
100,000 - $12,667.00 (.127)

Printing Traditional Offset*
1,000 - $589.00
5,000 - $729.00
10,000 - $997.00
100,000 - $2,556.00

Now, for the real answer we must examine our results. If the average response for a static postcard is only 1%, and the response for variable data is 3.5%, what is the best solution? On the smaller quantities the answer is easy, as quantities increase the decision process needs to be analyzed. If on 100,000 pieces you are going to go from an average of 1,000 responses to 3,500 responses for variable data, are the additional 2,500 responses enough to justify the additional $10,111 in expense. The math becomes simple if you are selling a product at an average cost of $500 and you can close 10% of these additional responses. With this scenario the additional 2,500 responses would generate an additional $125,000 in revenue. Variable data has a proven track record and even at large quantities can be very cost efficient.

Velocity Print Solutions handles variable campaigns from a few hundred pieces to hundreds of thousands of pieces. We know how to get results and would be happy to consult with you before you decide on your next campaign. In this tough economy, it is very important to make decisions based on the best return on investment (ROI) and often variable data is the answer.



* all pricing is for print only and does not include mailing fees and postage