VDP adds value

At the same time, it decreases cost per outcome

Desired results are improved

Every document has a purpose, whether it is to give information, create awareness of products, stimulate brand awareness, ask for payment, provide an argument, give feedback or ask for a response, among others. By attracting attention with relevant content, responses and the desired results are improved.

Increases revenues

When the goal of the document is to generate sales, greater response rates lead to higher sales. They also lead to increased repeat orders, higher order size and better profits.

Improves efficiency while decreasing cost per outcome

While the cost of a variable data job is higher than non-variable printing, the cost per outcome is less. In terms of sales, it costs less to get a new order. The reason is that the rate of response is much higher than the increased cost of the campaign.

Here’s an example: If it costs $10,000 to reach 20,000 prospects and get a 1% return, you have 200 respondents. Each respondent cost you $50. Now, using VDP, if it costs $12,000 to reach the same 20,000 prospects, but you get a 10% return, you have 2000 respondents. And each one cost you $6. 

Often, mailings are sent to only the top third of customers. This produces savings by decreasing mailing and printing costs. Additional efficiencies are gained from reducing inventory and waste. VDP also enables fast turnaround that decreases time-to-market and helps you gain an edge in the market.

Obstacles to VDP

So, if VDP is so terrific why isn’t everyone doing it? The answer is inherent in the process itself and in the recent changes in the graphic arts industry. Color VDP has been a technology before its time. Although the driving trends are present, the barriers have been strong. Foremost has been lack of awareness and customer demand. There has also been a learning curve with regard to databases, the complexity and length of the sales cycle and cost/ROI. Finally, the graphic arts industry has had several rough years with a slow economy and competition from alternative media. But the future looks brighter, especially with the emergence of a VDP standard.

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Useful Information

NexPress Specifications

What is Variable Printing?

Understanding the Trends

Variable Printing — Start Me Up!

Variable Printing Adds Value

Target Marketing: One-to-One and Customizing

Additional Reading

The Challenges of Variable Printing

A Cynics View of Response Rates

Frequently Asked Questions About Databases

Variable Printing Glossary

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