More commonly known as variable printing, companies maximize their customer data by customizing every printed piece of content to personalize the experience for their target audience. Variable printing is most commonly utilized with direct mail pieces. Commercial digital printing uses a combination of software and variable data that is selected and included in the printed item to target each customer with unique information that’s important and relevant to them. Variable data mailing can be as basic as including the customer’s name in a coupon mailer or as elaborate as inserting maps and changing entire blocks of content depending on the extent of customer data available. When integrated with other marketing channels, such as social media, email and landing pages, variable data mailing greatly strengthens a company’s brand reach and awareness.