What is Variable Data Printing?

Think of the last time you were in a group. One person is working on something, and they say, “Can someone lend me a hand?” Everyone looks at each other to figure out who’s going to help. Without a specific name or specific task, people hesitate. On the other hand, if that person said, “Hey Marco, can you help me move this table?” Marco would immediately come over and move the table.

A specific request goes much farther than a vague one. The same principle applies to advertising, and that’s why variable data marketing is so effective. By sending your customer a personalized brochure with their name, a reference to their location, and a specific interest indicated by their previous purchase data, you’re increasing the likelihood of that customer engaging with your business.

How Does It Work?

Variable Data Printing (VDP) is the process of taking a set mailing template with the general marketing information you want to send and using variable data points to customize each template per customer through a specialized software. These data points can be just about anything, depending on what your business needs to target.

Variable Data Printing
  • Customer name
  • Home address
  • Image of customer’s home address
  • Purchase history
  • Age demographic
  • Gender
  • Estimated income range
  • Household size
  • And so much more

VDP can even go a step further by including a custom barcode, promotional code, or QR code that your customer can use. This aids in tracking the engagement per customer, and per campaign, to see what works and what doesn’t. Over time, this will help your business hone in on the marketing that truly works for your customer base.

How to Use Variable Data Printing

Customers like to feel valued. If they feel like a valued part of your business, they’re more likely to continue to utilize your business going forward. Sending your customer a promotion related to their local area, sports team, or even a special birthday coupon, can help your customers feel seen and important, boosting their future loyalty.

There are a variety of ways to implement this for your business. Some of the options include variable data postcards, envelopes, brochures, coupons, folded self-mailers, and seasonal promotions. Aside from these common VDP options, your business has the potential to customize any and every piece of mail you send out.

For example, let’s say summer is around the corner, and your sporting goods business wants to increase foot traffic for swimwear, pool supplies, camping equipment, and more. Based on your customer’s purchase history of swimsuits, children’s goggles, and coaching supplies, you can send a VDP promotional postcard with their name, an image of children’s goggles, and a coupon for 10% off all swimwear.

Let Replica Set up VDP Marketing in San Diego!

If you’re now thinking, “Where can I find variable data printing near me?” then you’ve come to the right place. Replica is proud to serve the San Diego area with extensive direct mailing services and all the digital print and copy services your business could possibly need, including VDP. In operation for 24 years, Replica is dedicated to providing you with professional staff to assist in the planning and production of any projects you may have.

Replica is committed to producing only the best quality printing available. We use high-quality ink and paper to create a top-of-the-line product that will help your business stand out above the rest. Don’t think that this high-quality work comes at a steep cost; Replica is also committed to giving you the affordable pricing you deserve.

Contact Us Today

Contact Replica today to ask how we can help with all your variable data printing needs!