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What is Variable Data Printing?

Variable data printing (VDP), variable information printing (VIP) and variable printing as it is sometimes known, is a form of 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 printing process, using information from a database or external file. For example, at its most basic level a set of personalised letters, each with the same basic layout, can be printed with a different name and address on each letter.

Variable data printing enables the mass customisation of documents via modern print technology, instead of producing 5,000 copies of a single document, delivering a single message to 5,000 customers, variable data printing now offers the print of 5,000 unique documents with customised content for each customer. At its most advanced level this can be a change of graphics, images, colours, backgrounds, whole sections of text...in fact almost anything can be changed.

There are several levels of variable printing. The most basic level involves changing the salutation or name on each copy. More complicated variable data printing uses 'versioning', where there may be differing amounts of customisation for different markets, with text and images changing for groups of addressees based upon which segment of the market is being addressed. Finally there is full variability printing, where the text and images can be altered for each individual addressee. All three types of variable data printing begin with a basic design that indicates which sections can be altered and a database of information that fills in the changeable fields.

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 a very effective tool for increasing return on investment (ROI) on marketing campaigns.

All of our variable data printing is done in-house and as a result we are proud that we can offer some of the best prices in the UK on this service, as you can imagine there are many variables to take into consideration when working out a quote for variable data printing, this means that we cannot display set prices for this service online unlike our other printed products. Our variable data printing service is priced individually depending on the customers specific requirements, so, get in touch and increase your ROI today!