Variable Data Printing & Marketing
To a large degree, variable data is an extension of the above. What Web to Print VDP does, is allow any portal visitor or consumer to select a product from an established product library or catalog, and modify the elements within the template allowing originality, creativity, and furthermore uniqueness. Variable components could be text fields such as names, addresses, phone numbers, extensions emails or even graphics and images. Aside from the possibility of changing the templates manually one at a time, some systems can allow for database uploads, whereby the data within the spreadsheet will determine what variable will be changed within a printed piece. If your data indicates the exact gender and demographic of your list, then VDP systems can determine what messaging and imagery will appear on the printed piece to make it more appealing for the gender and demographic receiving the piece. These capabilities are also applied beyond print into digital marketing such as email, sms texts, personalized url’s, etc., so that all forms of communication to a specific recipient is extremely targeted and particularly impactful. VDP has been successfully applied to direct mail marketing, customer relationship management, advertising, invoicing and accounting.
More advanced VDP features will add impressive template libraries and image personalization capabilities where personalization takes place within the imagery such as seeing your name as a tattoo on someone’s body or spray painted on a monument. The solutions may also include client-driven mailing services, mailing automation, list buying and data cleansing services.