What is Variable Data Printing?

With traditional offset printing, the information on each page has to be identical, or static. This means when you print 1,000 brochures, you are creating a generic version and hoping to fit the needs of 1,000 different people.

With digital printing, every marketing piece can be printed with a unique message and image. Doing the same 1,000 brochures with variable data means you are creating 1,000 different versions, one for each receipient with only the information that he or she can relate to, thus generating a much higher response rate.

Some forms of VDP change only the text on preprinted shells, while others change images based on general demographic information about the print consumer, such as yearly income or the area of the county they live (this is also called versioning). The highest levels of VDP are based on extensive database information regarding the print consumer incorporated into the text throughout the document along with changing graphics and photo images throughout the printed piece. This type of printed product takes the most planning and time, but also can be the most valuable of all the VDP options.
How is Variable Data Printing Possible?

With traditional printing, a set of plates is made for the entire job, and during the press run, nothing will change. With advanced digital printing technologies, such as those used by Sunrise Hitek, a different plate image is generated on the fly from a database, with each revolution of the press. This means each variable data piece can be as simple as a mail-merge, or as complicated as changing 100% of the content, including color graphics and images.

The data that’s driving variable data printing is just as important as the printing techonology. The more relevent the information, the better the response. Our staff has extensive experience in database design and data mining to make your variable data campaign a success.any color text or graphic element.

Forget cost per piece. It’s cost per response that makes the difference. As you know, most direct mail pieces go stright to the trash because the receipient is flooded with junk mail everyday. A variable data printed piece stands out from the crowd because people recognize familiar information much better than something they’ve never seen before. So when you have their name, a recognized images or other relevent information printed in color, it gets their attention right away, and that almost always guarantees careful reading of your material. Studies have found personalized printing (another term for variable data) using a targeted list can increase response rate from the traditional 1% to a whopping 25% or more.
How about Versioning?

Though not as widely talked about as Variable Data, the proper use of Versioning can add signicant value to a print campaign at a reduced cost.

Versioning categorizes a print run into sub-sets to more accurately reflect the needs of a group of users, as opposed to individual users. It is best used to target different segments of the market. A great example is a brochure that’s printed in different languages. While it’s not personalized for each recipient, there is enough commonality within each segment that the versioned brochure will be much more effective than a generic version.