Variable Data Printing, or VDP, allows a brand to personalize its marketing campaign; turning an average and generic campaign into a campaign that’s targeted and includes specific and relevant messages to a small portion of your target audience.

Using database information you can segment your audience into subgroups with similar interests and buying habits. Once you have spent time with your database and understand the segments of your target audience, you can then start to create messages that are based on the needs and interests of your audience.

By using your database and VDP, you are not wasting your time and resources on marketing material that only a portion of your audience would be interested in.  Ultimately, VDP allows you to use information about your customer to ensure the marketing message you’re communicating is worth their time and your resources.

Finally, a Caslon Study showed that a campaign can see, on average, a 14 percent higher return on investments when it includes a personalized message.  Whether you are personalizing your brand’s email messages, direct mail communications or even the interactions your brand has with customers and potential customers via social media, the more targeted your message is the more likely it is that your customer will click through, follow up or respond to a call to action.

Timothy Freeman
President
Print & Graphic Communications Association