Variable Data Printing is a new technique that has added a new dimension in printing. If we look at the history of printing, then you will see that it is very generic. The very first use of printing was in 15th century when there was mass production of books so that European people can become educated. There wasn’t any significant development till 20th century. It was the time when technology moved ahead and new advancements were being made. There was a new solution to every problem. Right from scanning to photocopy, different solutions were available. And the time has come when there is use of Variable Data Printing in large scale.
The rise of printing industry is also credible. There are different brands in the market to cater to the needs of the people. But people don’t just want the normal. They want the best. And the answer to this is in the form of Variable Data Printing. The clients wants something personalized but at the same time, printing services need to remember that there is a budget which they have to adhere to. A profit margin has to be earned through the services they offer and therefore allocate the budget accordingly. To know how Variable Data Printing really helps the business, it is important to know what it really is.
What is Variable Data Printing?
Variable Data Printing is a form of digital printing that allows you to produce customized solutions in the form of changing texts, images as well as graphics during the printing course. One of the main reasons why it is preferred is because the printer is not stopped during the whole process. The information needed is used from an external source or a database. The changes done can be applied to either single prints or a whole batch. The use depends on the demand. This type of printing can be marginally expensive but as the results are quite impressive, printing services don’t mind them.
How does it work?
Variable Data Printing is mainly used in direct mail marketing campaign. The aspect of personalization and customization makes it a perfect fit for direct mails. Appealing the target group becomes easier because you can send the attention grabbing mails that are directed specifically towards them. It will look like the sender is directly talking to the recipient.
It works by creating a database containing changeable information so that personalization can take front seat. The database can be tracked through customized images and graphics. A software is then used to extract the data and amalgamate it to create a brand new document which is ready to be printed.
Why is it being used so extensively?
The quality of output in Variable Data Printing is quite high. But the results vary for different service providers. The main reason why it is being extensively used is because of personalization. It is a powerful marketing tool which enhances the communication between the service provider and the consumer. People get a lot of mails which they discard by labeling them as spam but using Variable Data Printing will differentiate your mail making a big difference. 1000 different mails can be sent with different text and graphics without putting any burden on the cost. It allows you to be creative without any downside.
What are the benefits?
It’s quite obvious that Variable Data Printing has a lot going for it. Therefore, a lot of services are trying it out but explaining the benefits will make it understandable why it is the future in printing. Some of them are explained below –
- Lot of opportunities– There are different print management opportunities with VDP. One feature is of address labels. With the help of VDP, it becomes quite simple to add a unique address to every item in a mailshot campaign. Then, these labels can be easily applied directly to envelopes to make pleasing designs. Another feature is of creating a personalized URL that can be printed. There will be a unique identifiable URL so that their response can be monitored. Additionally, variable data print could print a QR code for a particular customer or a group.
- Improvement in response rate and ROI– We have mentioned above, the number of mails people receive on a daily basis. The mailbox is filled with flyers, coupon codes that are of no use, ads that you won’t entertain among other non-useful things. Variable Data Printing sets your mail apart from the other irrelevant ones. Whenever a mail is sent using VDP, there is a whole touch of customization. The consumer will be delighted to see his/her name in the mail which will result in the enhancement of the communication. As the response rate will be high, the direct impact will be seen on the ROI.
- Integrate VDP with online campaigns – Its exciting to see that something which can be benefited on the mail has use with other marketing campaigns. And yes! We are talking about VDP. Agencies are using e-mailer marketing effectively in today’s time. A fair chunk of time is devoted in doing that. You don’t have to be concerned about e-mail marketing and other digital strategies. With the aide of Variable Data Printing. Both of them can go hand-in-hand. Integration of custom QR codes, personalized URL’s and other aspects is possible with VDP. This will bring users to the desired landing pages, contact forms or other online content.
- Other benefits – You can publish the mailing list with the help of customized fonts that are suitable for the brand’s image. You can change it depending on the customer. Even the maps can be added to help the customer reach your place. With the help of VDP, you are able to track response rates more accurately. The detailing is done in a better way. The analysis of performance is also crucial for marketers to comprehend the usefulness of the complete strategy. It will let you know what all is going right or how the strategy can be altered to get better results.
