Variable Data

Who's Using Variable Data Printing?

Variable data printing (VDP) spans the gamut from the simple “Dear Bill” mail merge to the completely personalized piece with changing color images. The common thread is that the printed end-product is driven by the customer’s database. Basically, the more you know about your target audience, the more you can customize your appeal.

VDP was formerly the exclusive domain of direct mass mailers, but the new age of VDP has empowered associations, non-profits, software companies, health care providers, colleges and universities, ad agencies, and corporations to put previously untapped data to use in personalizing their message. Whether it's a postcard of your “dream car” or a personalized benefit statement in a full-color booklet, businesses are embracing the selling power of VDP and realizing the benefits.

Customized digitally printed pieces speak uniquely to each individual in your audience and use your data to drive the process. Customization can include type, graphics, and images. As part of an integrated web-and-print solution, customized printing can create a unique opportunity to capture relevant data about your audience and produce highly targeted messages in response.

Deconstructing a Variable Data Print Job

Typical customized digital printing applications include:

Affinity, direct marketing, and recruitment programs
Personalized enrollment, membership, or registration packages
Custom meeting, convention, or program materials
Personalized training materials/textbooks
Certification materials
Invoicing (and invoice stuffers)
Direct mail marketing
Personalized directories, catalogs, or newsletters

Typical data sources include:

Web-based responses, conference registration data, prior sales or attendance history, various transaction records, subscription data, and basic mailing lists.

Balmar is uniquely positioned to handle the design, production, and distribution of marketing promotions using the combination of high-speed, high-quality customized digital printing and conventional offset printing. And we do the mailing!