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How to Improve Marketing with Variable Data Printing

Variable data printing (VDP) is a digital printing form in which variables such as text, graphics, and images may be changed from one printed piece to the next. By using information from a database or external file, this does not stop or slow the print process, allowing you to print mass quantities in a shorter time.


Software is used to extract data and print personalized information on a digital press. Sometimes sending every person the same message may not be relevant. VDP is data-driven which makes the print unique and individualized. VDP is most often used for promotional purposes and direct marketing.


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VDP Example: Virtua Mailer

Types of Variables


Variable data includes geographic, demographic, behavioral, and psychographic data such as:


● Names

● Images

● Address or Location

● Age

● Gender

● Logos

● Numbers

● QR/Barcode

● URLs

● Special Offers

● Purchase History


Best Formats for VDP


Although variable data printing can be done in various mediums, the most popular, and often the most effective, places to use the tool are:


● Envelopes

● Postcards

● Brochures

● Flyers

● Mailers


Types of VDP Marketing Campaigns


VDP can be used to elevate marketing campaigns. It’s perfect for sending out personalized thank you notes, coupons, and other special offers. Utilizing VDP for remarketing campaigns helps re-engage customers that previously interacted with your business. Personalized images and graphics send a strong message that makes the brain recollect.


Effectiveness of VDP


Targeted advertising using VDP is much more effective than generic content when trying to engage with customers. VDP combined with targeted mailing lists engages customers by highlighting your relevance to their unique needs or interests. Personalized graphics or text triggers the brain to react. VDP helps show that the material is not just “junk mail” and is intended specifically for them. It improves customer engagement and response rate because it makes people feel important.


VDP is often more expensive than generic direct mail because of the higher average response rate. People are more likely to open and engage in a mailer that has their name and personalized information on it.


Planning a new marketing campaign? Contact Omega to get started on your variable data printing today!

Written by Omega High-Impact Print Solutions’ Marketing Intern, Ava Hoch.

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