Like every industry, the printing and publishing market has recently undergone sweeping changes due to the release of new technology. Of particular interest is a process known as Variable Data Printing (VDP), which leverages known information about prospective buyers to create highly targeted, relevant 1:1 marketing messages. Data, such as name and address, purchase history, and geographical information are extracted from a database and merged with a page layout “template” so each document within a single print run is personalized to each individual participant. The use of VDP has skyrocketed in virtually every industry because of the results that are achieved. While formal research is still in process for actual VDP results, experience has shown that direct mail response rates jump from 2-3% using traditional printing methods to an impressive 15-17% using Variable Data Printing.
Raff Printing is equipped with an hp Indigo 5000 and 7000 that enables affordable VDP production with exceptional quality.
