Variable-data printing (VDP) is a way of digitally printing documents with elements (text, images, etc.) that change from one piece to the next. Often referred to as “Personalization” or a “Mail Merge”, we utilize special printing software and a database so our digital printers can print each piece with a different salutation, dollar amount, image, or anything else based on any criteria you define.
The goal of using variable-data printing for direct mail marketing campaigns is to increase the response rate by personalizing the message to each recipient. While most in the industry agree the response rate can double, some can see the response rate increase ten-fold.