What is VDP (Variable Data Printing) and how it can help your business? - By: Mark Etinger

The first thing we do when we come back from work, right after parking the car and just before saying "honey, I'm home!" is visiting our mailbox. Although emails are a major part of our daily communication habits, the good old mailbox did not loose its glory. The mailman visits our homes six days a week and we have fun checking our mail on a daily basis.

Our email box has an automatic spam filter. It sorts our mail, deciding which emails are legitimate and which ones are just a waste of our time. But when we check our home mailbox, we function as the spam filter. Some letters are opened on the spot. Some are taken into our homes and stay on the kitchen counter for a couple of days. And some letters go straight to the recycling bin.

As a Direct Marketer, you want to make sure that your promotional mail goes to the right hands and not only that - you want to know that your target audience opens your mail and takes action. So how can you create a message that will not be disregarded?

One of the most promising techniques in securing response is called Variable Data Printing or VDP. Basically, VDP is your regular direct mail offers, flyers or bill inserts, but with a personal twist.

VDP let's your company continue its Direct Mail printing while adding variable factors such as your costumer's name, address and a personalized message that directs every individual consumer in a different way. Response rates proved that when consumers receive a letter directed to them personally, with a private name and address (and preferably a real postage stamp) they are most likely to open it and give it a closer look.

But you can do more with VDP. Let's say you run a retail business and you're selling anything from pet supplies to electronics. Implementing Variable Data Printing into your business enables you to send information about your new HDTV products to one customer and inform another customer about your dog-food blow-out mega sale. These strategies will dramatically increase the response rates and ROI of your campaigns while eliminating costly versioning expenses that in-line presses demand.

The printing industry is working full-throttle in order to make Variable Data Printing as accessible as possible. Printing powerhouses now integrate VDP through the installation of advanced inkjet heads that deliver a higher level of personalization while maintaining the same printing quality as always. With the power and innovation of digital printers and software development, it's easier than ever to manipulate images and data in mass printing and to create a successful campaign.

About the Author

Wilen Direct, a leader in commercial printing and direct mail.

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