Variable Data Printing for Personalised Marketing

Variable Data Printing for Personalised Marketing


It’s been around for years yet most of our customers aren’t aware of what it is. Consider it a hybrid of printed design and marketing. Variable Data Printing or VDP for short is a type of digital printing where elements such as text, graphics or images may be changed from one printed piece to the next.

Collating information in a database or external file allows us to create personalised leaflets, each with the same basic layout, but we can print your marketing material with a different name and address. Variable Data Printing (VDP) is generally used for direct marketing, personalised letters, advertising, invoicing, brochures or most commonly postcard marketing campaigns which I’m sure we all receive on a weekly basis.

VDP enables the mass customisation of documents via digital print technology, to put it simply we could print 10,000 unique documents with personalised messages/offers for each customer. This is the total opposite to traditional printing methods using offset lithography in which we would produce 10,000 copies of a single document.

Often overlooked by our customers, mainly because they’re not aware of VDP and the potential benefits it could have on their business. These include the following.

  • Improve response rates and ROI.
  • Can be integrated with Online Marketing Campaigns with custom QR codes, personalised URLs and more.
  • Appeals to Millennials, (those currently aged 18-34) because they generally have a keen understanding of traditional marketing tactics yet facts show they overwhelmingly enjoy receiving and responding to direct mail advertisements.
  • Ability to track response rates more effectively.

If you require design, print and wish to amalgamate the two into a personalised, printed marketing campaign then Variable Data Printing maybe right for you.

Contact us today.