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Custom Marketing With Variable Data Printing

31 Dec, 1969 By: Editorial Staff imageSource

Custom Marketing With Variable Data Printing


It’s become increasingly difficult to get the attention of
prospective customers in our media-saturated culture. One solution—marketing
communications that deliver highly relevant information to specific
recipients—has yielded impressive results. If your message speaks directly to a
prospect or group of prospective customers, the chances that it will be heard
are much greater.



Variable Data Printing (VDP) is a dynamic process for
creating communications that target specific prospects. Add color to the process
and you have a dynamic marketing tool. With VDP, the elements of a marketing
piece—text, graphics and image—may be changed from one printed piece to the
next. Databases and digital presses are harnessed to create high-quality,
full-color documents comparable in quality to offset printing. Documents are
mass-customized using digital print technology, rather than mass-producing a
single document with offset lithography.



There are three levels of variable data printing from a
basic version to full-scope.


Level 1: Basic - the salutation is changed on each copy.

Level 2: Versioning: allows differing amounts of
customization for different markets.

Level 3: Full Variability Printing: text and images can be
altered for each individual addressee.


How effective is VDP in cutting through the noise and
enhancing the ROI of a direct mail marketing campaign? The responses to a VDP
distribution from prospective customers vary from double the normal return at
the basic level, to 10 to 15 times the return for fully variable jobs.

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