What is variable data printing?
A digital printing solution that raises response rates

Definition
Variable data printing (VDP) is the ability to print different data and/or images on each page of print within one run. This is called “unique content” and it can be done only with a digital printing device such as the digital NexPress. A digital device allows you to accept bits and bytes of data from a database and compose each page as you are printing. In general, not everything on the page changes. The part of the page that stays the same is called “static” content.

Variable data printing (VDP) solves a problem that could not be resolved economically before the advent of digital presses. It answers the question, “How do you print a different page of tailored information for each person and still have economies of scale?”

Before the printing press, it is unlikely (and probably impossible) that everyone received the same, exact-looking cuneiform tablet. Sameness happened because, when the press eliminated manual writing, it was possible to get timely, cost-effective, wide distribution — which was more important at the time.

We have become so good at distribution, in fact, that we are now inundated with printed materials — especially for mass marketing.  In fact, the “noise” level is so high that response rates are dropping from 2% to 1.2%, according to the Direct Marketing Association. Mass manufactured printed pieces are being ignored and relegated to the scrap heap of “junk mail.”

The challenge is for you is to rise above the “noise” level. VDP is a way to break out and achieve response rates way above what mass marketing can yield. The technology tide has turned. By making pages customized to the reader, VDP is giving power back to the printed word and back to the sender. Higher response rates translate into the sender achieving the goals of their printed piece, such as higher sales. VDP can also reduce costs, such as printing/mailing only relevant pages and lowering the cost per sale.

VDP is being embraced where it is most effective — when you want to achieve a greater impact to get better outcomes, such as more sales. There are many other efforts within organizations to boost response rates, such as CRM (customer relationship management) initiatives, leveraging the Internet and one-to-one marketing programs. Variable data printing can be the print media outlet for all of these corporate programs.

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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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