Database 101

Getting started is always the hardest part of any variable data initiative. You have read about the response rates, drooled over the possible sales, but sit scratching your head wondering how variable data printing will work for you. I always think it’s easiest to grasp new concepts by hearing about how others have handled the same challenges previously. There are certain markets that are very easy to provide variable data examples such as: healthcare, education, automotive or real estate. These all have extensive information on their clients and can easily send personalized communications based on their profile. Many of us don’t have the luxury of great data on our clients and must improvise a little on getting started.

For example, let’s say that the business we are working with is XYZ QuickLube and services include: oil changes, car inspections and minor repair work. In the highly competitive quick lube market it is very important to retain clients for repeat business. A variable data campaign could offer a personalized coupon mailed approximately 2 weeks before the next oil change date. The coupon would be based upon the type of service and grade of oil previously used. The higher end clients that use synthetic oil would receive the higher value offerings. Additional mail campaigns could also go out offering services such as inspections and minor repair work based on information collected. Always concentrate first on your existing customers and use the data you have to build a variable campaign. Make it simple to do business with you and provide an attractive offer.

Variable Data Printing relies heavily on good data, but don’t abandon the idea if you only have a customer list. Even if the initial campaigns are only segmented by size of client or demographic, get started and you will see improved results. An experienced Variable Data Printer can help you analyze your database and get you started in the right direction.