Variable data printing (VDP) is a form of digital printing in which the text and imagery can be altered from one item to the next. VDP enables you to create personalised marketing materials for different groups within your database, such as a simple mailmerge for printing a different name and address on a run of envelopes or postcards, or variable text and images offering different promotions for different demographics.
When running a direct mail marketing campaign, variable data printing can allow you to increase your response rate and ROI by creating personalised printing materials for separate audiences. With messaging and imagery designed to appeal to the interests of individuals, a variable data print campaign can engage customers in a way that feels much more personal.
There’s nothing more effective in a direct mail campaign than making the customer feel special, and a variable printing campaign does exactly that. The personalised nature of VDP materials demonstrates to your customers that you care about their needs and wants. In return, they’re likely to be more receptive to the idea of working with you than with a company that sends the same generic marketing materials out to everyone.
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What are the benefits of variable data printing?
Variable data printing is such an effective direct marketing method due to the level of personalisation that it allows. Today’s customer is more demanding than ever before, and it’s easy to lose them to your competitors if you don’t meet the standards of customer service that they expect. That’s why the personal touch that variable data printing can provide is so valuable.
Without VDP, many different versions of printed materials can be created quickly and to a very high standard. Whether it’s product labels, envelopes, business cards, brochures, flyers or something else entirely, variable data printing is a flexible, effective choice for creating personalised marketing materials and reaching audiences on an emotional level.
What printing methods allow for variable data printing?
The first, and simplest, method is to have a static document that’s printed the same for every individual item, with variable data printed on top of the static document. The options are limited, but if you want a very straightforward print run with just one or two customised tweaks, this is the quickest way of going about it.
The second option is to combine static and variable elements into printed material. You do this before the printing stage using computer design software such as Adobe Illustrator or InDesign, and every image is merged into each page.
Finally, the fastest and most customisable variable data printing method uses specialised variable data printing software to combine the static and variable elements into a print file. This way, the raster image processor only needs to process static elements once, paying attention to the variable elements and producing high quality prints quickly.
What is versioned printing?
Versioning is used to create packaging for different versions of a product, such as for different flavours. It can also be used to put a unique QR code or barcode on different products. It’s basically just another name for variable data printing, as it covers the same applications.
Variable data printing from Mailing Expert
At Mailing Expert we have extensive experience of managing variable data printing campaigns of all sizes and types. Whether it’s a simple mailmerge or a complex print run consisting of many differing print items, our team of variable data printing specialists are on hand to help every step of the way.