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Variable data printing allows companies to personalize the content and graphics in their marketing pieces. As opposed to mass production of a single mailing piece with generic messaging, variable data printing allows for mass customization of print pieces driven by customer data. It can be used for a variety of options; from direct mail campaigns, managing customer relationships or even invoicing. Messaging can be personally tailored to reflect a customer’s purchasing habits, current account balances, location and other factors. Variable data printing is increasingly being integrated with other marketing channels. QR codes and personal URLs customized with variable digital printing in every printed item link to customized landing pages on social platforms and websites.

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