Vol. 1 / Issue 13

Variable Data printing is a form of digital printing in which elements such as text, graphics and images may be changed from one printed piece to the next without stopping or slowing down the printing process by using information from a database or external file. Examples of variable data printing include: personalized Christmas cards, postcards, brochures, newsletters, etc.

There are several levels of variable printing. The most basic level involves changing the salutation or name on each copy like a mail merge. More complicated variable data printing is achieved by changing text and images for groups of addresses based upon which segment of the market is being addressed. Finally there is full variability printing, where the text and images can be altered for each individual address. All variable data printing begins with a basic design that defines static elements and variable fields for the pieces to be printed. While the static elements appear exactly the same on each piece, the variable fields are filled in with text or images as dictated by a set of application and style rules and the information contained in the database.

How do I set up my database file?

Your database might be anything from a simple mailing list to a full-blown personalized mailing. Everything that will be needed to create the variable data on the final printed piece needs to be supplied in a data base or mailing list spreadsheet such as variable text, barcode data, variable graphic names. It is always better to have more information in your file than is needed. Extra data fields can always be omitted if they are not needed, but can be very hard to recreate. Every data base column represents a different variable field used in the layout. Each row under the header is a record and equates to all the data needed to complete a variable data printed piece. If your project pulls data from multiple data files/lists, they should be sorted and merged into a single data file. Your data should be divided up into columns and labeled appropriately. For example an address file for a postcard mailing should include at least the following fields:

• First name
• Last name
• Address
• City
• State
• Zip code

However you can further subdivide your data as follows:

• Salutation
• Middle Initial
• Suffix
• Title
• Department
• Company Name
• Address 1
• Address 2
• Phone
• Personalized message specifically to addressee

Separated fields can always be put together in a Variable Data Printing piece, but can be extremely difficult and time consuming to break apart if they are all in one field. Provide your data in upper and lower case letters and be consistent in your data entry. Be sure to proof your data and review it carefully for accuracy, omissions and duplications. If you have blank or incomplete fields in your database they may print with blank spaces or be rejected by the Post Office, so be sure to clean up your file by deleting blanks and redundant contacts. Once you are finished creating your database file be sure to save it as an .xls, .xlsx, .csv or tab delimited text file (.txt). The text file is the least preferred format but it is usable if it is setup correctly. If variable graphics/pictures are being used, make sure that they are all provided along with the list.

We will check the addresses using CASS software which can identify any adddresses that cannot be mailed or received.

Still have questions about variable data printing? No problem! Call, email or stop by today for help with your next variable data printing project.