Variable Data Printing or VDP (also known as Variable Information Printing or VIP) is revolutionizing the world of Direct Mail. This advanced form of on-demand printing enables you to target your audience with more precision and impact than any previous print method. You can customize every element on every piece, including text, graphics and photographic images.
Using personalization in Direct Mail printing can literally boost your response rate a hundred-fold. This makes perfect sense when you think about it — people instinctively respond to their own names. For example, if your prospect’s name is Susan Smith, “Hello Susan” printed on a direct mail piece will grab her attention a lot faster than the generic “Hello Recipient” or “Dear Customer” greeting that appears on most of other direct mail she receives.
There are numerous levels of Variable Data Printing. The most basic level involves changing the salutation or name on each piece. More customized printing uses ‘versioning’. This is where a powerful customer database will enable you to alter your text, offer, message and images to appeal to very specific requirements. So, the more robust, up-to-date and accurate your customer database, the more effective you can make your personalized message.
And you can change your offer from one piece to another based upon your knowledge of a client’s specific requirements without compromising the printing process. Variable Data Printing creates an unprecedented synergy between digital presses and computer databases to produce personalized, full color, customer focused pieces. The final product not only mirrors the high quality of conventional printing, it also generates much higher response rates at a fraction of the cost.
Some of the numerous other advantages of Variable Data Printing include eliminating costly set up fees (usually entailing a fee for each new screen and subsequent color) and the end to wasteful overruns (an inevitable byproduct of traditional machine set up and calibration). These benefits, combined with the DMC use of certified paper and non-toxic, environmentally friendly printing processes will also resonate well with your client base, the vast majority of whom are becoming increasingly sensitive to their ecological responsibilities.
The fact is, mass production of a static, one-size-fits-all document is becoming impractical, counterproductive and downright wasteful. Why limit yourself to producing thousands of the same postcard, package, brochure or any other marketing material through costly, conventional printing? Devin’s Marketing Company can help you become master of your marketing message – and you can make that message as diversified as your client base.