Known as VDP, Variable Data Printing offers the ability to produce highly personalized, eye-catching printed pieces where each postcard, flyer, booklet, package or brochure in a mailing project conveys a message unique to each recipient. The use of mail-merged letters is a familiar approach for this kind of one-to-one communication, but VDP takes “Dear Bob” correspondence to new heights. With the incorporation of variable full-color images and text specific to a customer’s wants and needs, your message is more likely to succeed.

As an example, a postcard mailed regionally for a multi-location pizza restaurant could include a map showing the location closest to the recipient, along with a specific offer targeted at customers on their mailing list and a different offer to prospects. This kind of personalization has been proven to significantly boost response rates. Just as your name said aloud across the room at a noisy, crowded party catches your attention, so too does personalized mail grab your recipient’s interest.

Focusing your prospect’s attention using well-designed personalization produces higher response rates and greater lead generation, improving the success of your campaign and maximizing your marketing investment. Similarly, you can enhance your relationship with current clients by identifying and highlighting specific services or products you offer that, based on your sales records, they have not yet used.

For example, a bank could identify those clients with young children and then selectively offer information about college savings plans, with one offer designed for single-child households and another for households with two or more children. They could also target affluent clients with information on wealth management plans in order to offer specific options related to each recipient’s level and mixture of assets.

Our digital press department will output your material quickly and accurately, but that’s only part of the story. VDP is most effective when the concept, planning, execution, and data come together successfully in the finished pieces.

•	We work with you from the beginning to make sure your ideas will mesh with Postal Service regulations, so that your project qualifies for the lowest possible rates and that your graphics files are prepared properly.
•	Every step of the way we seek recommendations for saving time and money, including evaluation of appropriate paper choices, layout considerations, additional personalization possibilities and tracking options.
•	One of our responsibilities is to seek ways to minimize your costs and maximize your responses.
•	You can learn more about your target audience through your VDP marketing efforts, leading to even more success as those efforts continue. You can increase your profits and build your customer base with each successive mailing project.
•	We don’t go to press and we don’t go the Post Office until you’re happy with the project plan and design.

A Note on Data

Point to Point has been handling the data needs of our clients since 1991 with data entry, updating addresses through the Postal Service’s NCOA (National Change of Address) program, bad address suppression, duplicate record removal, multi-buyer identification, demographic overlays, high-level mail presort and other specialized database manipulations. Expertly handling your data is not an “add-on” service we recently acquired; it’s a core benefit of working with Point to Point.

Contact us today to explore the advantages and benefits of variable data printing for your organization.