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Variable Data Printing

Just as ink, type, and paper are inputs into printing, consider the information from databases as the new inputs into variable data printing. Today, it can dynamically assemble four-color images, charts, text, and other objects to create attractive, highly customized documents.

VDP example

The bottom-line benefit of variable data printing is a more effective way of communicating a message to customers:

  • Better targeted communications
  • Greater mind share by providing relevant information
  • More cost-effective promotions
  • Higher return on investment
First Name Last Name School GradeAvg Address1 City State
Jane Jones Engineering 85 9 Mayflower Dr Plymouth MA
Jerry Jones Medicine 87 9 Mayflower Dr Plymouth MA
Sandra Smith Law 90 29 Pine Ridge Rd Bridgeport CT
Sam Smith 95 29 Pine Ridge Rd Bridgeport CT

Content is drawn from a computerized database according to “rules” on how the content should be used during printing, for instance, which pieces of text or graphics to use (asset) and where they should be placed (layout).

VDP composit

Percentage improvements attributed to the use of personalization print programs

Promotional documents now include relevant individual data to support buying decisions.
Revenues and profits associated with personalized marketing programs are
31% greater than with general marketing.

Marketers do not make the rules any more—consumers do

By personalizing communications, advertising and promotions can be tailored to appeal to the interests of individuals rather than broad segments of people. The concept of one-to-one marketing fine-tunes target marketing to the level of the individual. One-to-one marketing is the practice of communicating directly to each customer.

The marketing opportunities presented by variable data printing are enormous.
The limit now, is just your imagination

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