What is Variable Data Printing?

Variable data printing (VDP) is a digital printing option that allows you to create marketing materials such as postcards, business cards or multi-page catalogs that are customized for your recipients to receive a more personalized direct mail piece.

VDP digital printing offers flexibility of design during its press run, that allows text, graphics and redeemable barcodes within each individual printed piece to become interchangeable as needed.

With the ability to communicate on a unique level that is custom tailored for your consumers, variable data printing empowers your marketing campaign and gives your recipients a more impactful experience.

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How Does VDP Work?

Variable data printing works by utilizing a mailing list, spreadsheet, database, or your company’s native files and creates custom content including names, images, addresses, barcodes, colors, and more to be changed from one printed piece to the next without ever having to stop the printing process. And, because variable data printing can harness data, it can even tailor images and messages to reflect each recipients’ interests and demographic.

Variable printing primarily works by improving your print and direct mail marketing strategy, as it is more powerful through personalization.

How Do I Know VDP Works?

Variable data printing typically includes a unique barcode, QR code, PURL, or promotional code so that you can promote your business while being able to track response rates. In fact, by being able to track these results, studies have shown:

• Names on your direct mail piece can increase response rates by 135% 
• 67% of consumers favor personalized coupons
• 80% of consumers say they enjoy personalized product suggestions
• 86% of consumers say that personalization influenced them to make a purchase