What is a Variable Data Printing Press and How it works?

 The variable data printing press is a type of printing that uses software to modify the digital printing press output to personalize every print with unique details from a database or a spreadsheet. This digital printing process helps develop direct mail pieces in one run and is based on customer data elements. These data elements include age, address, customer name, income, gender, purchase history.  

 

Variable printing machine is used for address but is also used for personalizing text, graphics, or the complete marketing message, so it becomes more relevant.

 

Importance of variable digital printing

 

Organizations are nowadays looking for exciting and modern ways for connecting safely with all the customers. This has ultimately resulted in the growth of the VDP Or Variable Data printing press, a software that lets businesses send their recipients some customized mailers. VDP helps save companies' resources, time, and money by handling all the logistic work. It helps in easy customization by making sure that mailers are sent to the right address and name. Some companies also overlook mailers as an efficient point of contact as it can be too impersonal; however, everywhere, marketing teams are using variable printing machines to connect to clients and draw their attention by offering them a tailored experience.

 

Example of Variable Data Printing

 

VDP is used in diverse industries such as telecom, healthcare, utilities, retail, financial services, and non-profit fundraising.

 

 

Variable Data Printing Basics

 

With variable printing machines, businesses can develop customized mailers on a huge scale. Personalized experience can be created via a cold channel of communication. The software of VDP helps personalize direct mailers by synthesizing available data related to customers. This can involve a targeted marketing campaign and include the name of the customer in the text. The marketing team combines the personal information from the customer database with print project files and uses VDP for pulling unique text, data, or images and then includes them on the materials tailored to clients.

 

How do VDP works? 

 

VDP solution helps businesses stand out in the market by ensuring a personal and unique approach at all contact points and includes the mailers. This helps build long-term relationships with customers and increases the response rate to direct mail.

 

Variable data printing press pulls dynamically generated graphics, headlines, personal names, ages, addresses, and images from a file and then inserts them on a variable data-based template or mail design. For instance, if you mail an invitation to visit a new retail store, your file may involve customized maps that will show the most effective driving route from each customer’s location to the store's location. The customized map has to be inserted into the individual details of the data file and the mail piece. The correct software and digital press help in printing plenty of mail pieces at high speed without slowing the process of printing.

 

How Your Company Can Use VDP

 

Businesses can incorporate variable digital printing easily into the mailer strategies for customer engagement. VDP software brings endless opportunities for the company, and its application has been greatly useful for most industries.

 

Name & Address Variability

 

The basic feature of variable digital printing is ensuring that the address and name are right on the mailers sent. It helps save the resources, time, and money of both the printers and the business when direct mail pieces are produced that will produce results instead of getting recycled.