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Variable Data Printing: An Overview

Variable Data Printing, also known as one-to-one marketing, is a form of printing in which unique data (text, graphics or images) is printed on each piece. It is achieved through digital printing.

How it’s Used

VDP is one of the most effective methods to use when implementing any direct mail or promotional campaign. Customizing each printed piece with personalized data adds a special touch to an otherwise generic mailing.

Why VDP?

1. Options

With Variable Data Printing, there are endless customization options. You can personalize a piece based on whatever information you have: your recipient’s age, location, marital status, gender, etc.

2. Profitability

It is ideal for small or large companies looking to get more bang for their buck (and let’s face it, who isn’t these days?) VDP campaigns are typically shorter print runs and because they are so targeted, they render higher response rates than mass mailings.

3. Eco-Friendly

VDP is inherently green. Unlike printing offset, it doesn’t take more energy to personalize a piece through digital printing – the process is essentially the same, just different data is used. Therefore a shorter print run is needed, resulting in less energy used and reduction of waste. Also, since mailing addresses can be printed directly on the piece it eliminates the need for a label!

The piece below is a Variable Data marketing piece we recently created. As you can see, the front is customized with the recipient’s name and the top right corner has data-specific text that pertains to this client.

Green Books N Binders | Recycled Binders | Green print

The Proof

As is mentioned several times, variable data printing increases response rates. Wikipedia reports that the returns of variable print vary from double to 10-15 times the rate of generic pieces – pretty impressive.

The bottom line is, variable data printing is a great way to reach your customers and show them that you may know more about them than they think (or realize).

The key is to find a printer experienced in VDP who can guide you through the process, especially if it is your first time. After your first successful variable print campaign, there will be no going back. Not only that, but the door is also open for even more customization! pURLS (personalized URLs) and unique email addresses can be created using the same type of technology – but we’ll save that discussion for next week…