Variable data: The good, the bad, and the crazy 

Variable data: A computer displays a spreadsheet of nondescript variable data

You already know about variable data, right?   It’s a customer’s personal information—their name, gender, address, purchase history, all that stuff. In marketing, we use variable data to personalize messages to customers. Well, we don’t. But some companies do… and they really probably shouldn’t. At least in some cases. Here’s why.  Implementing variable data can come off as hokey or insincere. You’ve just received a print piece for […]

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