Why is VDP called two different things?
Which is correct?
You may have noticed VDP referred to as Variable Data Printing and also as Variable Digital Printing. So, which is it? Actually they are the exact same thing! Each term does a good job describing this new form of printing. VDP is the printing of variable information so that each mail piece that is printed is different. For instance, let’s say you are an investment planner. One piece of mail you send out could have its graphics and text tuned to the needs of a new investor or young couple and the next mail piece could have graphics and text tuned to seasoned investors or seniors. This is accomplished by “varying” the information or “data” on the mail piece. Hence, Variable Data Printing.
The variable information is tuned to the recipient so that the message is targeted to the interests and needs of the prospective customer.
On the other hand, since the technique relies on sophisticated digital technology, it is also appropriate to call it Variable Digital Printing. The printed information is stored digitally and then combined with digital information from your customer database. The final step prior to delivery is to use a high speed, full quality digital laser printer. The process starts out digital, uses the power of digital data processing and is then printed digitally. Hence, Variable Digital Printing.
So, the choice is yours! Call it what you want to. When talking to friends and family about VDP (which we’re sure you will do) interchange the two terms and see if they notice. If they do, just take them through the explanation. Surely they will be impressed.
To be even more impressive, consider using one of these new printing technologies in your next Direct Mail campaign.
No matter what you call it, it can increase response rate and put your business on track to grow.