What is Variable Data Printing?
Variable Data Printing, Personalized printing, Customized printing, Database Publishing - all these descriptions refer to the printing of unique documents in one print run.
This is done by merging information from database records with a static document design. VDP is the most important driving factor in digital On Demand Printing. It allows you to not simply print identical copies, but to print a targeted message!
Levels of Personalization
Personalization can be done on different levels. On a most basic level, the static remains the same and only a name and address is customized per letter. The most complex form of personalization would have all variable text and images, with variable lengths and sizes. In between, several levels of personalization can be identified.
VDP - the Future
Today, it remains to be seen how web based personalized communication will mature, and what its impact will be on the traditional marketing communication. As a result, printed communication remains a highly tangible method of One-to-One communication, especially in sales promotion. The majority of all print production is done for the purpose of selling. Not surprisingly, the Direct Mail industry has shown continued growth over the last few years. And it is slowly discovering the value of personalization through digital printing, which was not possible through the traditional offset printed mass mailings.
There are two main differentiators that set digital printing apart from traditional offset printing:
With On-demand printing, there is no preparation time, and the exact number of desired copies can be printed. But every document will be identical. In essence, the printer is making copies of the same document.
With Variable Data Printing, every document can be made unique. Every reader can receive a targeted message! Most industry experts agree that VDP is, and will remain to be, the most important driving force in digital printing!