THE ACE GROUP--One to One

While the marketing power of using variable data is obvious, it can also be costly, concedes DiGiacinto. Still, he insists that while each printed piece may be more expensive, the ROI is well worth every penny for a client. "It's not the ink and the paper that our clients are buying, it's the message," he explains. "If we can prove to them that their response rate can be 20, 30, 40 percent or better, then they no longer need to order millions of pieces in order to get the response they need at that traditional 2 to 3 percent."