Digital Services > Variable Data Printing
Variable Data Printing
Variable Data Printing (VDP) is one of the latest tools in 1:1 marketing. It is a form of on-demand printing utilizing computer databases and digital presses. On the printed piece there are "call out" areas that pull from the database and fill in the corresponding information. The information can be as simple as name and address or can be a complex set of fields that change information based upon certain triggers in the database.
An example would be an integrated marketing campaign. The printed card would have fields such as "first name" and "company" to fill in text areas of the card. The digital printer would extract the first name and company name from the database and fill the corresponding field on each card. This same campaign may be targeting various regions in the country and use unique looking cards for each region. The trigger to place different images on each card would be the zip code.
The press prints each piece, filling in the variable data, changing pictures as needed, all in one run. It is a seamless and effective technique to print highly personalized and targeted material for a 1:1 marketing campaign.
Research has shown that variable data printed marketing collateral increases the return on investment (ROI).