Variable Data Printing
Variable Data Printing

Digital printing has revolutionized all aspects of direct mail, enabling quick and easy personalization at an individual level.

Get Personal. Get Results.
Get Personal. Get Results.

Variable data printing (VDP) is a dynamic print technique that allows tailored mailpieces to be printed right next to each other on a single print run. Hyper-personalize campaigns with ease, using the latest software to automatically adjust messaging to every recipient’s unique needs. The perfect touch to spark engagement, nurture relationships, and boost sales.

91% of consumers say they’re more likely to shop with brands that provide relevant offers and recommendations.1

91%

How VDP Can Engage at First Glance
How VDP Can Engage at First Glance

Personalize names, images, text, and language

Customize coupons and deals based on browsing history, purchase behavior, or store locations

Entice with personalized color and distinctive data visualization, such as a map from address to store

Highlight exclusive rewards, incentives, and loyalty messaging

Create custom lookbooks or itineraries

Include a personalized URL or QR Code®2 for tracking

The Basic Steps to Implementing VDP

To craft a precisely tailored message, you’ll want to consider a few key things: What do you want to say and to whom? Then what is the best way to say it?

Data Collection

Quality data is critical in VDP. You’ll need an accurate list, plus as many detailed insights as possible to precision target your campaign. Digital platforms and artificial intelligence will help make this more efficient.

Template Design

Create the base template of your direct mail design with variable elements in mind, developing versions for all of your segments. Specialized software will then be used to update those elements for each printed piece.

Digital Printing

Your vendor will help get your data and design synced, print your personalized pieces, and send them out to your target audience. You can track and optimize on the fly. It’s a more streamlined direct mail process than ever before.
1 "Why Customers Care About Hyper-Personalization," Intent HQ, Sept. 5, 2023.
2 QR Code is a registered trademark of DENSO WAVE INCORPORATED.

See It in Action

Experience these innovations for yourself. Claim your free Irresistible Mail® book today to see how a telecom company can entice various segments in one mailing with fully customized deliverables.
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