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What is Variable Print?

Variable printing, also known as variable information printing and variable imaging, is a data-driven method of digital printing that uses templates to personalize and customize each mail piece. It is similar to the concept of “mail merging,” but takes it a little further by personalizing the actual content within.

With variable printing, no two mail pieces are the same; each is tailored to a specific individual. Below are some examples of the customization options:

  • Recipient’s name
  • Relevant images or graphics
  • Special offers based on past purchases
  • Greetings
  • And more!

In addition, variable print ensures a higher ROI (return on investment) for your campaigns. It’s never been easier to connect with your customers!

Target Your Customers with Variable Printing

Which piece of mail would you rather receive: one that is bland and in-your-face or one with intriguing imagery and personalized messaging? A majority of consumers would choose the latter, which is made possible by variable print from Arkansas Mailing Services.

As with any marketing campaign, mailed advertisements should always be tailored to the intended audience. For instance, you wouldn’t send the same message to high school athletes as you would to a 30-year-old mother of two. That’s where variable print can make a major difference; not only for a personalized message but also for improved ROI.

What Are the Benefits?

Aside from being one of the few cost-effective and time-saving methods to connecting with your customers, variable print has a variety of benefits, including:

  • Standing out in a cluttered mailbox
  • Capturing attention through personalization
  • Endless customization options
  • Directly targeting customers
  • Boosting open rates by evoking an emotional response
  • Ability to test different designs to determine what resonates better

How Does Variable Print Work?

Whether you’re looking to send a postcard, catalog, brochure, flyer, or a traditional letter in an envelope, our team at Arkansas Mailing Services will work with you to ensure your expectations are met. Plus, the process of variable print is not as difficult as it sounds! 

We are your full-service mailing solution provider. Simply send us your data and we will merge, sort bulk mail by zip code, print, and mail the items for you. All of the information is electronically exchanged and personalized, so you can rest assured that your custom offers are going to the correct people!

Contact Arkansas Mailing Services for All of Your Variable Printing Needs

Ready to connect to your customers one-on-one while also boosting your ROI? Look no further than Arkansas Mailing Services for variable printing! Customize your campaigns with images, text, greetings, and names. When you partner with us, you’re backed by over 140 years of combined experience in the mailing industry, as well as a team dedicated to your success. There’s no better time to personalize your campaigns – contact us today to get started!


Great company. We have used them multiple times for mail based advertising and bulk mailers to existing clients (Christmas cards, etc.) Staff is pleasant to deal with and very professional.

Rob C

I desperately needed AMS to fix our folding machines. They're commercial equipment, big, hard to find parts. Joe came in and fixed both machines and ordered parts for the third. We're back up and running and all of the stress is off. We occasionally get heavy paper that doesn't feed well into the machines but despite that, Joe tuned the machines to operate normally with this impossible batch. I'm grateful for their expertise.

Joel M.