Variable & Versioned Printing

Variable-data printing (VDP) enables the mass customization of documents via digital print technology, as opposed to the “mass-production” of a single document using commercial offset printing. Instead of producing 10,000 copies of a single document, delivering a single message to 10,000 customers, variable data printing could print 10,000 unique documents with customized messages for each customer.

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. This naturally depends on content and the relevancy of that content, but the technique presents an effective tool for increasing ROI on marketing campaigns. Our design studio has the experience and know how to combine your data with our design and print to create an effective marketing campaign that achieves results.

VDP is also known as; personalization, customization, VI (variable information), one-to-one marketing, and versioning. Far more than a mail merge or overprinting, variable data printing supports changes in text, full-color graphics, and even the layout of documents.


One-to-One Marketing


The marketing opportunities presented by variable data printing are enormous. By personalizing communications, advertising and promotions can be tailored to appeal to the interests of targeted consumers rather than broad segments of people. VDP allows you to target customers that would be interested in your advertised product, and then personalize a promotion in ways that are attractive to those customers. Compared to non-personalized mass marketing, one-to-one marketing can appear to be more expensive. Historically, the cost of a marketing campaign was based largely on the cost of delivery, where economies of scale in print production argued for the use of only one message broadcast to everyone. In one-to-one marketing, the effectiveness and value of communications plays a much larger part in the equation.

Research has established that personalized communication increases response rates and spending by the target customer. One-to-one communications spur relationships that result in repeat sales and customer loyalty. With effectiveness as the goal, utilizing VDP shifts the focus from reducing costs to that of delivering greater value.


Benefits of VDP

   •  Increased revenue with higher ROI (Return on Investment).
   •  Improved response rates, order rates, and repeat orders
   •  Increased customer loyalty by connecting to each customer with relevant message utilizing
        personalized text, graphics and images.
   •  Reduced waste and lower print quantities with on demand printing.