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Variable Information Printing

Variable Data Printing (VDP) or Variable Information Printing (VIP),is on-demand printing where elements such as text, graphics, and images, information from a database or external file are used during printing without stopping the printing process, and the database information may be changed from one printed piece to the next. A lot of transactional (and transpromotional) printing utilized an offset “shell” approach when printing variable data. The shell or the static portion of transactional documents would be mass printed on an offset press, then the shells are later imprinted with the variable data on a digital press. Over the years the speed and quality of digital equipment has improved to the point where printing shops can start with “white paper in”.

VDP offers highly customized printed pieces for prospective customers, placing a powerful marketing tool into the hands of organizations large and small. VDP has also been shown to dramatically increase response rates while reducing overall printing costs (due to shorter, more targeted print runs as opposed to traditional campaigns). It is corrently the ideal solution for direct-mail pieces, promotional flyers, event promotions, or any other type of product where you want to speak “directly” to your customer. VDP is also not only for promotional pieces but is also utilized for billing and statements which are completely customizable. Add in high-speed printing capabilities and modern digital printing technologies and you will save time and money while improving messaging.

The potential for variable data printing is limited only by your imagination. With VDP you are able to create custom messages for each recipient, catered to the reader’s age, gender, interests, buying habits, address, etc. Variable data printing is a powerful tool for direct mail applications. Direct mail which has been proven to be the most effective marketing tool available is immune to spam-blockers, pop-up blockers, caller ID, the fast-forward button and the mute button. As long as people still open their mailboxes, there is an opportunity for you to communicate very effectively. When considering VDP for your printing needs remember the following: with variable data print you only print as many as you need (depending on the size of your database). You can test-market a piece with a partial selection of your database, adjust the piece based on response rate (or leave it unchanged) and finish the run at a later time.  You can also print addresses directly on the piece, there is no need for labels or hand-addressing thus reducing costs and the fulfillment process. But the true value of personalized printing lies in the greatly increased response rates that it generates.

For more information or questions on Variable Information Printing please contact us at: or call 203-416-1114

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