Data is KING!

Results show that Variable Data Printing (VDP) greatly improves response rates. Variable-data printing (VDP) is a form of on-demand printing in which elements such as text, graphics and images may be changed from one printed piece to the next, using information from a database or external file. For example, a set of personalized letters, each with the same basic layout, can be printed with a different name and address on each letter. Variable data printing is mainly used for direct marketing, customer relationship management, advertising and invoicing on selfmailers, brochures or postcard campaigns. Variable data digital printing is the fastest growing part of the printing industry. Although it is the quickest, it is important to remember that it will not replace traditional lithography. Instead, VDP serves as a compliment to offset printing.

The tools of VDP and one-to-one marketing are becoming an essential part of the print and marketing industries. The ultimate goal of this new technology is providing the right information to the right customer at the most relevant time. Typical response rates for static communication (traditional print) range from .5%-2%. Overall, this can be an extremely disappointing rate. With VDP and one-to-one marketing, businesses have the advantage of generating a much higher response rate, typically ranging from 10%-15%.

The key to a successful VDP project is always the data. Often companies only have a database with a simple name and address of their clients. This data serves as a starting point to utilizing VDP, but it is important to create a call to action that will allow you to further collect information and build a powerful database. The more intelligent your database the more options that are available. In future postings, I will talk a little more about these options and also the importance of tracking results.