Variable Data

If I could receive a dollar for every time in the past three years someone has asked me "can we/you do variable data" I would probably have enough money to buy a new surf board.  The fact is that everyone has the tools required to do it but very few have enough data to do it effectively.  The first thing I ask my clients when they want to start a variable data campaign is SHOW ME THE DATA.  Admittedly, most my clients are not the size of a national bank, insurance company or auto manufacturer who have huge amounts of data on their customers.  But that doesn't mean smaller, local companies can't do it.  In some ways it can be much more personal coming from a local company.  Isn't that what we all want with our customers, a personal connection?  This is what variable data is really all about.  The more information you know about your customer the more effective and the more personal your campaign will be.  Local by the way is a huge advantage.  My suggestion is to try this.  Take a small sampling of (25-50) contacts that you would like to do business with or who you are already doing business with and gather information about their business.  Information that I find useful is industry type, competition and what channel they use to sell their product(s).  Coordinate a series of mailings, phone calls, emails (if you have more than 40% of your clients email you are doing better than most by the way) and 3D marketing pieces.  Aside from making some great connections with this group it will lead you to the information you need from your other clients and prospects to continue your campaign.