How Variable Data Printing is Personalizing Marketing

Updated December 9, 2024

Personalization is everywhere and is an expectation for how we connect with brands. From our streaming services to the ads we see online to the emails in our inboxes, companies are finding ways to make their messages feel tailor-made. According to Salesforce, 70% of consumers say a company’s understanding of their personal needs influences their loyalty and 59% of consumers say personalized engagement based on past interactions is very important to winning their business.

“Personalization isn’t just a nice-to-have, it’s a must-have,” said Tracey Armstrong, Vice President of Marketing, EO Johnson Business Technologies. “Customers expect businesses to speak directly to their needs.”

Customization and personalization may seem like they wouldn’t work in the world of print, but that isn’t true. One of the ways personalization is happening in print is through variable data printing (VDP). This technology is changing the way businesses connect with their customers, making print materials more engaging and effective.

“While digital marketing often grabs the spotlight, personalized print materials have a unique ability to create lasting impressions,” said Armstrong. “Variable data printing can bridge the gap between technology and tradition, offering businesses a powerful and meaningful way to connect with their customers.”

Let’s take a closer look at variable data printing, how it works, and why it’s becoming so popular.

What is variable data printing?

Variable data printing is a type of digital printing that allows businesses to customize each printed piece in a single print run. Unlike traditional printing, where every item looks the same, VDP lets you change text, images, or other design elements for each piece.

For example, imagine receiving a postcard from your favorite clothing store. Instead of a generic message like “Dear Customer,” it says, “Hi Emily!” and shows an image of a jacket you recently interacted with online. That’s variable data printing in action - making each piece of mail feel personal and relevant.

How does variable data printing work?

VDP combines digital printing technology with a database of customer information. Here’s a simple breakdown of the process:

1. Create a template: Designers create a base layout for the printed piece, such as a flyer or postcard. This template includes placeholders for the variable elements, like names, photos, or product details.
2. Connect to a database: The template is linked to database containing customer information. This could include names, addresses, purchase history, or preferences pulled from a CRM.
3. Print on demand: When it’s time to print, the software pulls the relevant data from the database and inserts it into the placeholders. The printer then produces each unique piece at high speed.

This seamless integration of data and design makes VDP a powerful tool for businesses.

Benefits of variable data printing

VDP offers several advantages over traditional printing methods. Here are some of the most important:

1. Increased engagement

People are more likely to pay attention to something that feels personal. A study by InfoTrends found that personalized direct mail can yield response rates that are 36% higher than non-personalized mailings.

2. Cost-effective customization

In the past, creating personalized print materials was expensive and time-consuming. VDP has changed that. Since it uses digital printing technology, you can produce customized pieces without the need for separate print runs.

3. Improved ROI

By targeting specific customers with messages that match their interests and their point in the buyer’s journey, businesses can improve their return on investment (ROI). For example, a personalized coupon for a product someone has shown interest in is far more likely to result in a sale than a generic ad.

4. Flexibility and speed

Variable data printing works quickly and efficiently, making it ideal for time-sensitive campaigns. Whether it’s a last-minute promotion or a personalized holiday greeting, VDP can deliver high-quality results fast.

Real-world examples of variable data printing

Retail promotions

 Retailers use VDP to send personalized coupons and product recommendations. For instance, a grocery store might send a flyer with discounts on items a customer buys regularly, along with recipes that use those products.

Event invitations

 Event organizers can create customized invitations that include the recipient’s name, a map from their location to the venue, and a unique RSVP code. This makes the invite feel exclusive and encourages attendance.

Nonprofit fundraising

 Nonprofit organizations use VDP to connect with donors on a personal level. A thank-you letter might mention the exact amount someone donated last year and explain how it made a difference, making donors feel appreciated and motivated to give again.

Healthcare communications

 Hospitals and clinics use VDP for patient reminders and updates. For example, a postcard might include a patient’s name, upcoming appointment date, and specific instructions related to their care.

The future of personalization in print

As technology continues to advance, the potential for variable data printing is growing. Here are a few trends shaping its future:

• Integration with AI: Artificial intelligence (AI) can analyze customer behavior to create even more targeted print campaigns. For example, AI might suggest the best offers or images to include based on a customer’s past purchases or interactions with a brand.
• Augmented reality (AR): Some companies are pairing VDP with augmented reality in print to create interactive experiences. A personalized print piece might include a QR code that leads to a custom video or 3D product demo when scanned.
• Sustainability: As businesses focus on reducing waste, VDP can help by ensuring that only relevant, useful materials are printed. This minimizes the environmental impact of mass marketing campaigns.
  
  

Is variable data printing right for your business?

If you’re looking for a way to stand out in a crowded market, personalization isn’t just a passing fad. By investing in VDP and personalized marketing, you can create print materials that capture attention, build customer loyalty, and drive results.

“Personalization is more than a trend,” said Armstrong. “It’s the foundation for building meaningful, lasting connections in an increasingly complex marketing landscape.”

In a world where digital marketing often feels overwhelming, variable data printing offers a refreshing way to connect. By combining the tactile appeal of print with the power of personalization, its helping businesses deliver messages that truly resonate with their customers.

The team of production print experts at EO Johnson work with commercial printers, in-plant print departments, and in-house marketing departments to develop the equipment and processes to elevate brands. Let’s talk about elevating your brand with the latest production print technology.