Variable Data Printing (VDP)

Variable Data Printing (VDP) can be a valuable tool for communicating with your customers. Use VDP to communicate with prospective clients, increase sales or strengthen customer loyalty. From customized billing transactions, to tailored brochures and newsletters or targeted direct mail campaigns, personalized print marketing solutions deliver meaningful and relevant information by tapping into existing customer or prospect data or acquiring data files from outside sources. Personalized graphic communication has been proven to increase response rates, shorten response times, and increase the size and frequency of purchases.

VDP can generate response rates 3-10 times higher than traditional direct mail. The secret behind the effectiveness of personalized variable data printing (VDP) is that the personalized pieces not only capture attention, but back it up with content relevant to each unique recipient. When you communicate with recipients personally, using text, imagery and offers customized to their unique needs and desires, a few things happen:

  • Average order sizes improve
  • Cost per response decreases
  • And repeat business increases

Use existing customer information to:

  • address your customers by name
  • use photos, text and graphics that appeal directly to each customer’s need, preference or choice
  • direct your customers to contact your sales representatives, or to access their own unique website (PURL) as part of a cross-media campaign

Benefits of using VDP:

  • reduces print runs through targeted communications
  • reduces page count with customization
  • reduces need for further communications due to increased relevance
  • increases response rates of direct marketing campaigns
  • builds brand awareness
  • captures current sales opportunities
  • increases return on investment

Industry studies have proven that VDP can produce:

  • higher response rates ranging from 20 – 40%
  • 47% increase in repeat orders
  • 25% increase in average order values


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