Variable data printing (VDP) allows for personalized printing without interrupting the process. It has become popular in marketing, customer relations, and book publishing. VDP software includes raster image processors and print stream methods. VDP has increased ROI for marketers and is used in book publishing and email marketing. The industry is predicted to continue growing rapidly.
The development of digital printing has led to many new advances in the world of publishing and printing. One such advance, known as variable data printing (VDP), has opened up new possibilities for many industries. VDP is a type of print-on-demand that allows you to personalize certain parts of a document without interrupting or slowing down the printing process. Variable data printing has become a staple technique for those in marketing or customer relations, advertisers, and some book publishers because of the ease and flexibility the technique offers.
Many people may not even realize they’re familiar with the concept of VDP, but they’ve used “mail merge” commands in word processing programs to send personalized letters to a contact list. Even more people received personalized direct mail messages with their name and personal information. These instances are examples of variable data printing.
Variable data printing, also known as variable information printing or print-on-demand, comprises several basic levels. At its simplest, VDP allows you to change the name or small information on each copy of a form document, such as a letter. On a more sophisticated level, VDP allows for different levels of customization for different groups. Text or images may change based on postcode or target market group. In its most complex form, the technique allows for complete personalization, with different text and graphics for each individual or address.
Each of these levels of variable data printing starts with a basic template: a layout, project or document. The template is created with indication of which sections can be edited. A database is created which automatically fills in the indicated fields. Many people print mailing labels, envelopes, and other simple VDP documents in word processing programs, but other high-end software has been developed to adapt the technique and reach a wider market in a more diverse and dynamic way.
There are two main types of software to support the variable data printing industry. Raster image processors (RIPs) and print stream methods both achieve the same goal but work differently. The RIP software combines the document template and variable information from the database to produce each unique document. The print flow software combines static elements with variable data before printing, forming a print flow that organizes the data to be printed, processing the static model elements only once. This saves time and processing.
This opportunity for mass customization has resulted in a higher return on investment for marketers. Figures have been estimated at anywhere from double to 15 times the average response when different levels of VDP are applied to marketing campaigns. This increase in performance could be related to the relevance of the content and the level of personalization.
Marketing tycoons aren’t the only ones using this technology. Book publishers print books with unique dedications, and some even print books using a child’s name and photo throughout the story to personalize it. Webmasters and email marketers have also made use of technology via the internet as opposed to physical paper media. The variable data printing industry is likely to continue growing at a rapid pace according to many predictors.
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