What Is Variable Data Printing?

And Why Do Individualised Print Products Generate More Response?

Have you ever taken postcards or other mailings out of your mailbox that were personally targeted to you? Were they similar to products you have already ordered in an online shop? Was there perhaps even a local dealer in your area mentioned? Or did you receive a personal discount code? If you have ever noticed one of these triggers, you have received a print product that was created using variable data printing.

Variable data printing (VDP) enables print products to be individually customized using the digital printing process. From a personalized message to individual images, products, prices, discount or QR codes: with VDP, your print products are tailored precisely to the needs of each individual customer. The basis is provided by digital CRM data like for instance the order history.

But how does it all work?

A print product consists of static and variable data. The static data is the data that is always the same in every copy – in a nutshell, static. Variable data, as the name suggests, is variable and thus interchangeable. For example, the image on the front of a mailing can be static, but the name of the customer is written above it (Figure 1).

We go one step further when variable image data is added in addition to variable texts. For example, Max receives a mailing with offers and product images of sneakers, while Peter’s mailing contains offers of shirts. Julia, on the other hand, is offered a business outfit (Figure 2). All offers are based on the individual purchasing behavior of each customer, because each of them has different needs and tastes.

In addition, Max from Hamburg is suggested the next shop on Mönckebergstraße in his mailing (using geomapping), while Julia from Berlin is recommended the shop on Kurfürstendamm.

The whole thing can be realised not only for mailings, but also for self-mailers, catalogues and magazines. The possibilities are varied and almost limitless, as long as the necessary data is available.

Why individualise?

In a world in which we are almost constantly surrounded by advertising messages, whether in public, in our e-mail inbox or in our post box, individualised messages attract attention and stand out from the crowd. Due to their haptic and physical nature, print products are already considered the most trustworthy medium. And the targeted approach makes a message even more relevant. This is also the reason why individualised print products have a four times higher order rate than non-individualised ones.

Would you like to learn more about variable data printing?

Then let’s talk about the possibilities together! I look forward to our exchange.

Philip Meyer
Business Development Digital
Phone: +49 4342 765-4815

Figure 1

Figure 2