What Is Variable Data Printing?

A man in a white button-up shirt opening an envelope while smiling

Variable data printing (VDP) is a digital printing solution that allows companies to personalize every printout specific to each recipient. It creates individualized direct mail pieces with names, addresses, images, and more on a massive scale in a single run without any bottlenecks. 

This customizable feature lets businesses reach out and attract customers with personalized print materials—leading to boosted sales, conversion, and engagement

How Variable Data Printing Works 

For personalized printing through variable data printing, three essential components are needed:

  • Variable Elements—These elements change from one output to another including customer data, such as name, address, age, gender, income, purchase history, image personalization, geographical location, and more.
  • Databases—These contain the variable data used for printing. It’s where the printer pulls data from to apply to the design template.
  • Design Templates—These print files are the foundation for the printed materials and include placeholders for the variable elements. 

Combining everything, the process works as follows—your printer retrieves each customer’s details from the database, including their name, location, shopping behavior, and images from a file. The VDP software then inserts this data into a template for personalized content creation.

If you’re mailing invitations to customers so they can visit your newly opened store, it’s ideal to include a map detailing the best driving route from their house to the store’s location. Based on each customer’s address, VDP can customize maps showing the best driving routes from individual locations to the address of the new store. 

The customized map is inserted into the mail piece, including other tailor-fit elements you might want to include. This makes it easier for people to go to your store, increasing attendance and sales.

Individual invitations and envelopes laid out on a surface

Image source: Canva

Variable Data Printing Features 

VDP makes your printing process more efficient and faster with help from databases and top-of-the-line production printers.

Custom-tailored Printing 

VDP goes beyond customizing maps and changing names on envelopes. It can also personalize mail pieces using:

  • Behavioural Data—Tailor what products to cross-sell and or upsell to the customer based on their previous purchases, buying patterns, and habits.
  • Psychographic Data Adjust messaging and reiterate the value of your business by basing the content on the recipient’s activities and interests. 
  • Demographic Data—Customize offers, images, and messages based on the customer’s age, gender, ethnicity, education level, occupation, income, and home type.
  • Geographic Data—Adding images of the region, city, and neighbourhood your target audience lives in.

Fast Huge-Scale Printing 

Aside from custom-tailored content, VDP is fast. If traditional printing can produce 100,000 identical copies of one document, VDP can produce 100,000 unique and personalized documents through reliable printers

Read more: 5 Industries that Use the Most Paper

Benefits of Using VDP for Your Business 

If your business heavily relies on direct marketing, being ignored is a disaster. Send powerful, relevant, and personalized direct mail to all your clients, make them feel you’re speaking to them one-on-one without spending too much time with VDP. It offers your business the following benefits.

Increased Response Rates 

Variable printing tracks customers’ individual preferences and purchase history, allowing you to form marketing efforts relevant to the recipient. This lets you create personalized materials that improve engagement.

People are more likely to respond when the message and product offering has been tailored to them. They feel more recognized and connected with the brand, making them more likely to buy your offers. One-to-one marketing also projects your brand in a more positive way, allowing consumers to trust and listen to you. 

Increased Return on Investment 

VDP gives you the ability to target leads by location, age, and interests, among others. Know you’re getting the right message across to the right people. And because your marketing campaign is well-targeted, there’s a higher chance that:

  • Leads will be converted into customers
  • Customers will follow your desired call-to-action
  • You get a better return on your investment for your marketing efforts

Remember to create buyer personas for a more optimal targeting and messaging strategy. Do your consumer research for clean, accurate, and updated data.

A person holding a magnet and attracts two paper doll figures with it

Image Source: Canva

It Builds Relationships 

Current marketing trends are centred around user experience. Thus, your marketing strategy must reflect what your customers value.

Since variable data printing is user-centric, it’s a great tool to start and build relationships with leads and customers. Thanks to VDP, you can make them feel more valued by creating warmer welcome letters, personalized recommendations, coupons, etc. Things like these do wonders in creating and maintaining a loyal customer base.

Various Applications of VDP for Businesses 

Whatever print materials you need for marketing, from posters and brochures to mailers, VDP ensures they’re all personalized. Create highly targeted campaigns that will capture the attention of your target audience and meet goals. Below are a few examples of how you can do this.

Direct Mail Campaigns 

Compared to email marketing, direct mail campaigns feel more personal and intentional. Mailing takes more thought than clicking a Send To All button. With VDP, create personalized mail with the receiver’s details and add content relevant to their preferences. Seal the deal further by adding a couple of special offers or discounts to invite them to check your brand.

Event Invitations and Tickets 

Whether you’re hosting an executive gala or a press conference, integrating VDP into your event leads to efficient processes. Use this technology to create personalized invitations with attendees’ names, event schedules, table numbers, and more. Add custom QR codes for easy admittance. These invitations with small details greatly enhance the recipient’s experience.

Coupons  

If you’re opening a new store, send personalized coupons to existing and prospective customers who live nearby. The coupons could also feature customized messaging and tailored offers based on their purchase history or whether they shop online or at a physical store. 

All these data could be integrated into the variable data printing process to make it more personalized. As simple as writing a customer’s name with a short message included can easily turn the tide in your favour.

A discount coupon displayed on a tablet

Image Source: Canva

Brochures and Pamphlets 

Universities can enhance their outreach by using variable data printing for personalized communication with prospective students. This tailored approach can boost enrollment and increase student engagement.

Personalized Packaging 

By merging CRM databases with variable digital printing, brands can personalize print pieces and packaging to elevate the overall experience. Creating stickers with unique designs and personalized messages for each customer can set you apart from competitors.

Improve Your Business With Variable Data Printing 

What is variable data printing but a better way to build rapport with your target audience and increase sales. Clearly, working with VDP saves you time, gives mass distribution a one-on-one feel, and allows targeted marketing on a micro-level.

If you’re looking for the best software solution that can do all these, Busys is here to help. We are Canada’s leading provider of office software solutions that can provide the printing and software needs of a growing business like yours. Contact us or call us at +1 (905) 696-6932 to know more.

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