An organization that sends personalized documents to an individual or group based on the information that the organization knows about the target audience, is using a push model. The interests and buying patterns of individuals and groups can be tracked and new information and product offers can be issued when the organization believes that the individuals in their target audience are ready to proceed with a purchase. For example, credit card companies often enclose special offers with monthly statements that reflect the buying habits of their customers. One customer may receive information on sporting goods and outdoor activities while another customer may receive information on clothing or electronic equipment. Another example of a push campaign is a mailing issued by travel agency, providing vacation offers and discounts to their clients based on their prior travel. The examples are endless.

An Example of a Push Model: Vacation Offers from a Travel Agency

When a company responds directly to the inquiry of an individual, they are using a pull model. Variable information documents related to the inquiry can then be created on demand so that the customer has a quick response to their request. A pull model often follows a push model campaign. For example, when a client responds to a direct mail campaign from a travel agency, the information the client furnishes on the return portion of the mailing is used as the basis for the specific offers issued for the client by the travel agency. Digital equipment allows specific documents to be produced quickly. It makes no difference if 1 or 1000 are printed because the price is the same for each document.

An Example of a Pull Model:
Specific Vacation Offers Based on Information Supplied by the Customer