Before variable data printing, if you wanted to send out personalized print marketing campaigns, each piece of mail would have to be customized individually. This took lots of time, and the ROI was often not worth it. Today, it’s fully automated. VDP software allows you to do this at scale with your customer data from a spreadsheet or database. You can choose your design and pre-set variables based on the type of campaign you’re running, and then the VDP software will fill in the variables for each customer.
At the most basic level, you can customize the name, whether it’s for a coupon, mailer, thank-you note, or label. Customizing the name lets you create materials for a large customer set and add a touch of personalization, which increases how well it resonates with audience members. The next level is adding custom copy and imagery, tailoring the messaging to each customer based on the data you’ve collected. If you know more information about each customer, such as their purchase history, you can create a custom offer or block of copy to improve engagement. The most advanced form of
bulk variable data prints will produce fully customized pieces. You can change anything from the design (colors, layout) to the images and text.
