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That is just one example of the effectiveness of variable data printing making it obvious that, in an industry where printed materials are distributed by the millions, it pays to get personal.
But getting personal today means more than just changing the names and addresses that appear on a form letter or card. According to Bill Prettyman, president of Wise Business Forms/NextWave, Alpharetta, Ga., it means altering the text and graphics for individual recipients based on criteria such as buying behavior, age, hobbies, income and location. In other words, advanced variable data printing is about getting specific.
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