VDP is an acronym for Variable Data Printing. A lot of people do not know what VDP is. Surprisingly even a lot of people in the printing industry. Some of them think is means simply adding some variable text or a customers name to a printed item, which is NOT VDP.* This article then, as well as some linked quotes, will try to explain, in more detail, what VDP is.
The term was first coined by Frank Romano, Professor Emeritus, School of Print Media, Rochester Institute of Technology, and if you are interested in knowing more, there are a number of good articles on the subject by Romano and others at Amazon.com.
Another excellent source, which also has some further links, is Wikipedia which defines Variable Data Printing as
Variable Data Printing or VDP (also known as Variable Information Printing, or VIP) is a form of on-demand printing in which elements such as text, graphics and images may be changed from one printed piece to the next without stopping or slowing down the press, using information from a database or external file. For example, a set of personalized letters, each with the same basic layout, can be printed with a different name and address on each letter. Variable data printing is mainly used for direct marketing, customer relationship management and advertising.
The most common and prolific use of VDP is in direct mail advertising and interestingly the Wikipedia article goes on to point out
The returns for variable printing vary from double the normal return at the basic level to 10-15 times the return for fully variable jobs. This naturally depends on content and the relevancy of that content, but the technique presents an effective tool for increasing ROI on marketing campaigns.
In some future articles we will also be explaining PURL’s, or Personalized Web Pages, AKA landing pages, including some case studies and response rates using both VDP and PURLs.
*In regard to printers who simply ink jet or laser print some variable text, a 2007 white paper entitled “What’s in the Mailbox? The Impact of One-to-One Marketing on consumer Response” prepared by Winterberry Group LLC in conjunction with research and perspective provided by Mintel International Group Ltd/Comperemedia, Responsys and Vertis Communications, they point out …
“Simple” personalization—commonly exercised as the addition of a recipient’s name, address or basic personal information to a message— is no longer a competitive advantage given its proliferation and the advent of highly sophisticated targeting methodologies
P.S. Next week will be reviewing this important White Paper, with some selected quotes
Direct Mail PURLs Variable Data PrintingIf you liked my post, feel free to subscribe to my rss feeds
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