Variable Data Printing, Variable Information, On-Demand Printing
Variable-data printing (VDP) is a form of on-demand printing in which elements such as text may be changed from one printed piece to the next, without stopping or slowing down the printing process. For example, a set of personalized letters, each with the same basic layout, can be printed with a different name and address on each letter. Variable data printing is mainly used for direct marketing, customer relationship management, advertising and invoicing on self-mailers, brochures or postcard campaigns.
Variable data printing is a direct outcome of digital printing, which harnesses computer databases and digital print devices, and highly effective software to create high-quality, full color documents ... with a look and feel that is comparable to conventional offset printing.
Variable data printing enables the mass customization of documents via digital print technology, as opposed to the 'mass-production' of a single document using offset lithography. Instead of producing 10,000 copies of a single document, delivering a single message to 10,000 customers, variable data printing could print 10,000 unique documents with customized content for each customer.
Variable Data Printing’s power is explosive, generating response rates 3-10 times higher than traditional direct mail.
The secret behind the effectiveness of Variable Data direct marketing is that the personalized pieces not only capture attention, but back it up with content relevant to each unique recipient.
And when you communicate with recipients personally, using text, imagery and offers customized to meet their unique needs and desires, a few things usually happen: