Variable Data Printing (or VDP) capabilities allow you to create targeted documents by placing customer-specific text or graphics into a single template. By pulling information from database records, elements such as text, graphics and images may be changed from one printed piece to the next without stopping or slowing down the printing presses.
The returns for variable printing vary from double the normal return at the basic level, to 10-15 times the return for fully variable jobs.
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Example of Variable Data Printing
Let's imagine you have a Honda Accord and you have been taking your car to the dealer for service. Your dealer is aware you have around 60,000 miles on the car and this is usually the time a vehicle like yours requires new tires. When the dealer mails you a service reminder your color brochure has the “new tire special” prominently displayed on the brochure. The client with 20,000 miles may have the “tire rotation special” on their brochure. All of this can be simply pulled from a database.
The Benefits of Variable Data Printing
- Measurability (increases drastically with use of PURLs).
- Significantly improved response rates.
- Higher response quality.
- Lower cost per response.
- Increased ROI.
- Prevents you from having to order a surplus of your mail pieces (saves time and money on extra inventory).
Items That Can be "Variable"
Basic Personalization: The most basic level involves changing the salutation or name on each printed piece.
Versioning: A more complicated Variable Data Printing technique uses “versioning”, where text and graphics throughout the document are altered to create several variations, each directed to different groups of customers.
Full Variability Printing: Finally there is full variability printing, where the text and images can be altered for each individual addressee, making each mail piece unique to that recipient. |
