What is “Variable Data Printing”?
Variable data printing (also known as one-to-one marketing or personalized printing) offers customized, targeted encounters with prospective customers, placing a powerful marketing tool into the hands of even small organizations. VDP had been shown to dramatically increase response rates while reducing overall printing costs (due to shorter, more targeted print runs as opposed to traditional “shotgun” campaigns).
Imagine the possibilities….
The potential for variable data printing is limited only by the imagination of the creator. Consider the power of being able to create a custom message for each recipient, catered to the reader’s age, gender, interests, buying habits, address, etc… and infinite possibilities begin to unfold.
How does it work?
One of the distinguishing features of digital printing is that each revolution of an imaging cylinder represents a unique impression that is transferred to a page. Variable data printing capitalizes on this by picking up customized artwork for each page based on information from your database and rules that are set up within Variable Data software program. Variable elements can be text, graphics or photos, color or black and white. Variable data can be flowed into each page on a simple record-by-record basis, or the contents of a page can be controlled by sophisticated rules based on relationships among data fields.