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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 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.
“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
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Tim Mahan has been in Direct mail and database marketing for over 30 years, both as a consultant and in sales. WebLink helps clients reach their audience with highly personalized direct mail using PURLs - Personalized URLs and VDP - Variable Data Printing to build and capture current sales opportunities weblinkvdp.com www.weblink.vdpcomplete.com/
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