Variable Data Printing (VDP), Variable Information Printing (VIP), Personalized printing, Customized printing and Database Publishing, all refer to the process of printing several documents, each with a unique aspect in one print run. VDP is accomplished by merging information from database records with a static document design.
This process has become the most important driving factor in digital on-demand printing. It allows you to not simply print identical copies, but to print a targeted message! Thereby making personalized direct mail campaigns one of the most popular applications of variable data printing.
Perhaps most people don't know about variable information printing but they have seen it. Transactional documents, such as bank statements, credit card bills, or investment performance reports; direct mail pieces with wording that says something like: “Congratulations Geoff, you may already be a winner!”; serial numbers printed on bills and receipts; expiration dates on products and billing statements are all examples of variable information printing.
Top ten reasons for using VDP:
Grab recipients’ attention.
Increase customer retention.
Create customer loyalty.
Response rates are increased as your message is carefully directed to your target market(s).
Communicate effectively one-to-one.
Print and associated costs are reduced!
Obsolescence and warehousing is eliminated, Print and produce only what is needed, when it's needed.
Reduce time-to-market from days or weeks to hours.
Digital proofing, test marketing opportunities, custom products and easily revised copy are all digit print benefits.
Printing as needed assures that all data, is current data.
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 allow for the printing of 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.
There are actually three levels of variable printing. The first level personalizes each customer’s name and address appears on each document to attract attention but the marketing message is exactly the same for each customer.
The second level of variable printing is versioning where segmented versions of a document are created to meet the needs of different groups. Your customer base is segmented according to specific attributes. For example, investors could be segmented by age or long-term goals, or geography could determine the version. Customized content is delivered that best addresses the needs of each segment.
Lastly, you have full customized printing where each document’s content is fully customized to be highly relevant to a specific individual. A full color document is dynamically composed and everything in the document can be varied – text and images can be swapped depending on the customer. Sophisticated charts and graphs can be generated automatically and instantly included in a finished document.
All three of these are done by having a base design programmed to show what will change and then a database that will actually drive the changes of the fields that will change. It is very important to get a knowledgeable printer involved early in the design process to help in producing a successful product.
The returns for variable printing vary from double the normal return on the first level to 10-15 times the return on fully variable. It depends on the data and the relevancy but it is a very effective tool to increase ROI on your mailings. Perhaps it's time to consider applying VDP to your marketing.
This process has become the most important driving factor in digital on-demand printing. It allows you to not simply print identical copies, but to print a targeted message! Thereby making personalized direct mail campaigns one of the most popular applications of variable data printing.
Perhaps most people don't know about variable information printing but they have seen it. Transactional documents, such as bank statements, credit card bills, or investment performance reports; direct mail pieces with wording that says something like: “Congratulations Geoff, you may already be a winner!”; serial numbers printed on bills and receipts; expiration dates on products and billing statements are all examples of variable information printing.
Top ten reasons for using VDP:
Grab recipients’ attention.
Increase customer retention.
Create customer loyalty.
Response rates are increased as your message is carefully directed to your target market(s).
Communicate effectively one-to-one.
Print and associated costs are reduced!
Obsolescence and warehousing is eliminated, Print and produce only what is needed, when it's needed.
Reduce time-to-market from days or weeks to hours.
Digital proofing, test marketing opportunities, custom products and easily revised copy are all digit print benefits.
Printing as needed assures that all data, is current data.
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 allow for the printing of 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.
There are actually three levels of variable printing. The first level personalizes each customer’s name and address appears on each document to attract attention but the marketing message is exactly the same for each customer.
The second level of variable printing is versioning where segmented versions of a document are created to meet the needs of different groups. Your customer base is segmented according to specific attributes. For example, investors could be segmented by age or long-term goals, or geography could determine the version. Customized content is delivered that best addresses the needs of each segment.
Lastly, you have full customized printing where each document’s content is fully customized to be highly relevant to a specific individual. A full color document is dynamically composed and everything in the document can be varied – text and images can be swapped depending on the customer. Sophisticated charts and graphs can be generated automatically and instantly included in a finished document.
All three of these are done by having a base design programmed to show what will change and then a database that will actually drive the changes of the fields that will change. It is very important to get a knowledgeable printer involved early in the design process to help in producing a successful product.
The returns for variable printing vary from double the normal return on the first level to 10-15 times the return on fully variable. It depends on the data and the relevancy but it is a very effective tool to increase ROI on your mailings. Perhaps it's time to consider applying VDP to your marketing.