Monday, January 18, 2010
To Whom It May Concern: Try Variable Data Printing
Before we talk about variable data printing, I’ve got a question for you: Which of these do you find more appealing, To Whom It May Concern or Dear Joe?
Probably Dear Joe, right? With the dreaded To Whom It May Concern, readers (i.e. customers) will see that you don’t know who they are, which might make them not care who you are. And that means you just paid for paper, ink, and postage for absolutely zero return.
Then again, it wouldn’t exactly be cost effective to change the salutations on a thousand different letters and envelopes one-by-one, would it? Not everyone is named Joe, after all. If only there was an easier way…
Alright, now it’s time to talk about variable data printing, the technology that allows you to customize a base letter, envelope, or anything else to suit individual recipients. You can change the name, address, or even more specific contents—everything is customizable!
Variable data printing is an affordable method of marketing that’s been proven to attract more customers than impersonal solicitations. Remember, people want Dear Joe, not To Whom It May Concern.