Variable Data Printing (VDP)

Changing the Way We View Direct Mail

02.01.06
Lisa Davis, edited by Chris Rinaldi

Variable Data Printing (VDP) is marketing information that changes based on our commands. Mailing to a targeted list is what was once labeled as direct mail. Today, technology has given an entirely new meaning to direct marketing.

Variable Data Printing (VDP), also known as Variable Information Printing (VIP), is a form of on-demand printing in which elements such as text, graphics and photos may be changed from one printed piece to the next without stopping or slowing down the press, using information from a database. For example, a set of personalized postcards, each with the same basic layout, can be printed with a different name, headline, photo and address on each one. Variable data printing is mainly used for direct marketing, customer relationship management and advertising.

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 messages for each customer.

The technique is a direct outgrowth of digital printing, which harnesses computer databases and digital presses to create high-quality, full color documents, with a look and feel comparable to conventional offset printing.

Today's digital printing technology allows us to analyze your data and break it up into specific groups or segments and market to each individual on a more personal level. Based on the amount of information available, we can design a campaign to market directly to each individual on a client's list.

Depending on the available data, we can tap into the lifestyles of each recipient, reaching the inner likes of the person and communicating with them on a one-to-one level. We can base the criteria on demographics, buying habits and other key consumer information. This approach creates an open dialogue with the recipient from the onset and is reinforced in each attempt thereafter.

The better you know your audience and market to them on a personal level, the more likely you are to achieve the objectives of your outreach campaign.

Direct marketing using variable data allows you to:

• Deliver pertinent, relevant information to existing or potential clients on a personal level
• Generate closer relations, interest and similarities with existing or potential clients.
• Stand out from your competition.
• Establish a strong brand and personal relationship with your target clients.
• Reduce extra inventory, overage and waste. You print what you need, when you need it.
• Reduce unnecessary mailing costs, checked for accuracy with the USPS.
• Eliminate the burden of distribution. Your mailing is managed for you and confirmation/measurement reports could be generated for your use.
• Increase your ROI rate through more effective direct marketing efforts.

This past winter, The Worx Group designed a holiday card that was sent to our active client list. We customized the message to make the card's greeting include the specific client name. We used variable data printing to make our seasonal cheer more special and distinct for our valued clients. Our clients commented that they liked the personalization of the greeting card. Again, an example like this is just the tip of the iceberg when you consider that we can tailor a message based on demographics, such as age, gender, race, family status and more.

To find out more on how Variable Data Printing can help you get more return on your marketing investment, please contact The Worx Group at (203)758-3311 and ask to speak with a Sales Representative.

Back to Main Page