VARIABLE DATA
Intro to Variable data:
SETTING UP YOUR mail file
Variable data is a fancy term for using a spreadsheet to autofill data in a document.
Have you ever set up a mail merge? Do you have the slightest recollection of learning about in a high school computer apps class? VD is pretty much the same thing, but upgraded.
Whether or not you’re familiar with variable data, the important thing is that it can be used to customize your customers’ experience when you’re using a direct mail marketing campaign.
Your MAIL FILE is the spreadsheet that serves as the blueprint for each customer’s individual piece of mail.
Categories
Direct Mail
Variable Data
The most BASIC MAIL FILE is a spreadsheet containing the address information for your customers. The header row should contain:
FIRST NAME |LAST NAME |STREET ADDRESS
CITY | STATE | ZIP
Your mail file can be sent in a spreadsheet format (such as Excel), or as a .CSV file.
Your mail file may contain additional information that you’ve collect about your customers. That information can be used to personalize the customer experience and take your marketing to the next level by running multiple campaigns at once.
To learn how to personalize your customers’ experience, check out :
Creating a Personalized Customer Experience
Ready to level up your marketing skills? Check out:
Become a Marketing Master: Run Multiple Campaigns Simultaneously
