ACUP Heads East

"You're missing the boat by not even attempting to do it," Call said. "The information is already in your institutions."

He discussed the different types of databases and file formats for variable data, and explained how "rules" are used to select which text and graphics to use for each piece.

By combining personalization with color, Call said, organizations will see better customer satisfaction and retention, and increased revenue. But you have to educate your customers about this, he stressed.