Variable Data Printing (VDP) is a form of on-demand printing linking customer information databases to your design layout creating customized documents specifically targeting individual people. Advantage’s computer applications pull content from your database integrating it into the document flow producing documents that are similar, but not identical. The basic document layout remains constant, but some text, colors and/or images change.
Today, the marketing opportunities presented by Variable Data Printing are enormous. VDP is an excellent tool for conducting targeted marketing campaigns. Companies can create powerful one-to-one marketing campaigns using relevant text and images, image personalization and Purls; all based on your target audience information and preferences. Instead of mass-producing a single document that delivers the same message to 5,000 people, you now can customize the message (text, colors and images) so that each person receives a customized and personalized message.
Marketing that is personalized to each customer dramatically increases the return on investment (ROI) because the document’s content and offer is tailored to each individual, improving the effectiveness of the message. Various reports show response rates for Variable Data Printing ranging from 5 percent to over 30 percent. A well-documented study by Cap Ventures shows response rates for personalized print programs at 36 percent (see below). Not only do response rates increase when the message is personalized, but the average order size, customer retention, overall revenue and response time also increase.