What is Variable Data Printing?

What is Variable Data Printing

There was an interesting discussion on a printing press forum where a user asked what variable data printing meant. He was familiar with the term and said it seemed self-explanatory, but wasn’t sure how people were using the technology, or what all the "buzz" was about.

There were a variety of answers including "It's a word processing software that allows you to use mail-merge on documents." Sure, who hasn't merged a contacts list or database to personalize the address and contact name input fields? But the variable data printing process of today make that process look archaic--paleo even.

Wikipedia defines variable data printing as, "Variable Data Printing or VDP (also known as Variable Information Printing, or VIP) is a form of on-demand printing in which elements such as text, graphics and images may be changed from one printed piece to the next without stopping or slowing down the press, using information from a database or external file. 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 and advertising."

Marketing firms and printers today are able to use variable data printing software with digital presses and targeted mailing lists to create targeted direct mail and brochures. It's an extremely affordable way to increase response rates and sales revenue. Variable Thinking, a Chicago marketing firm has a nice list of VDP case studies that showcase the ways variable data printing is used.

This includes printing-on-demand, franchise marketing, customized monthly statements, personalized direct mail, customized coupons, rewards programs, and other uses. CMOs that take the time to target their database, create an attention-grabbing ad, and use variable data printing have reported up to $200,000 in new sales from a mere 1,000 personalized and targeted marketing pieces! So, there is more than just buzz with variable data printing and personalized marketing--there are huge results too.

An easy way to determine if variable data printing and personalized marketing is the best choice for your company is to send out a small batch of personalized direct mail along with your normal static mailer and compare the results. Companies that try this with a targeted mailing list often experience 10%, 20% even 50% response rate increases.


RESOURCES:
Variable Data Printing
Wikipedia
About.com

How are you using variable data printing? Please share how you're using variable data printing and what your successes or issues have been.