Variable Data Printing

Variable Data Printing

Variable data printing or VDP is also referred to as personalized printing. With the advent of high quality digital printing came the ability to personalize every printed piece without the need for costly plate changes or a second process of overprinting an existing generic piece.

Using a generic template of artwork can link text boxes and picture boxes to a database or excel spreadsheet and pull data into the printed piece simultaneously as the piece is printed. Every copy can be completely tailored to the recipient. Each variable data piece can be as simple or as complex as you wish.

One example might be a mailer list to a certain amount of customers who last year went on various vacations booked through your company. You would like to send a special offer to them based on where they previously vacationed. Instead of sending different offers to all customers you can have a design template and change text and images within that templates as they are relevant to a particular recipient’s interests. Those that like to vacation in the Islands would get a mailer tailored to the offers you have in the Islands. Those that like to visit beautiful NYC during the holidays can get a mailer with photos of Rockefeller Center, The Empire State Building, Fifth Avenue, Bryant Park, etc.

Customized Direct Mail

Customized and personalized messages have a higher impact on customers and prospective clients. The technique of Variable Data Printing adds a whole new dimension to personalization of direct mail. The industry of direct mailers has relied on customized messages since decades. Conducting a mail campaign without the use of a variable data element is unthinkable amongst several companies and organizations. Traditionally, personalization of mailers has been costlier than generic mailers but still personalization is more popular as it produces more effective results. Till the mid-90s, personalization was achieved by connecting basic data fields like name, city, town, amount of last purchase and membership expiry date; with a database.

Targeted Custom Communications in NYC

Variable Data Printing has totally changed an ordinary direct mailer into a highly targeted mailer that communicates with the customer in a more personalized manner. Individuals with different functions within a company like designers, database managers and marketing team members, all work as a group and define the goals of a communication campaign. Their involvement from the beginning till the very end of the campaign results in the execution of a highly customized campaign. A direct mail that is built using VDP contains a base design or two with interplay of interesting and captivating graphics with text. Marketers seek to create print communications that speak to the customer on a one to one level and with VDP software, this is possible. In-Design, Quark X-Press and other design software used in conjunction with VDP produces stunning results. One can experiment in a wide variety of ways.

All the direct mail pieces are rich in color and can be created on demand. All are done in our Midtown Manhattan NYC Plant. Whether you are a non-profit organization or a commercial organization, you no longer have to worry about the costs of color printed mailers. Digital printing enables you to choose from several shades and hues of colors. Once you set up a custom communication mailer template- you can mail it to customers as per your requirement. You can target 800 customers today and 6000 the next month. This is how on-demand works – you can vary the number of customers you need to contact as per your requirement. The most beneficial feature of on-demand printing is that it is cost effective.