This document discusses variable data printing (VDP), which allows customization of text, images, and other elements on printed pieces. VDP can be used to personalize direct mail, newsletters, catalogs, and other marketing materials. Personalized communications have been shown to increase response rates by 34% and decrease response times by 35% compared to mass communications. The document also provides examples of different VDP applications and tips for cleaning databases to ensure accurate variable data output. It encourages readers to discuss their VDP needs and budget for personalized printing projects.

1. Marketing Through
Personalized Printing
& Variable Data
Kelly Chapman
Digital Print Production Coordinator

2. What is Variable Data Printing?
• Variable data printing • VDP can incorporate
(VDP) is the ability to customized text, charts,
merge a templated page colors, logos, headlines,
layout with a variety of and other page elements.
customized page Thus you can in turn
elements. create individualized
Letterhead
brochures, catalogs, and
Address
Salutation
direct-mail pieces for
high-impact, 1:1
Body Text
marketing and other
Signature communications.
Eric J. Adams, Personalized Printing for Less, Publish.com

3. Benefits of Variable Data/
Direct Mail Printing
• The Rochester Institute of Technology and
several marketing organizations have
found that personalization is more
effective than forms of mass
communication.
– Response rate avg. increase 34%
– Response time increase 35%

4. Types of Variable Data Printing
• Transactional or statement printing
– Accounts Receivable Bills, W-2’s
• Basic Mail Merge
– Merge letters, addressing postcards, flyers
• 1:1 Marketing Applications
– Informational brochures, newsletters,
donor letters, catalogues

5. Numbering
Sequential Numbering
Tickets,
Surveys,
ID Cards

6. Postcards
Addressing

7. Newsletters Mailing Permit
We can address, attach
mailing permits, saddle-
stitch, fold, and
mail your newsletters
Bar-coded (multiple pages even!)
Address

8. Merge Letters
Letterhead
Address
Salutation
Personalized
Signature

9. 1:1 Marketing –
Printing for an Audience of One
• Variable data marketing works by
recognizing the relevant differences
between people and matching them to
appropriate content and presentation.
Student #1, Lisa
- Interested in Art
- Planning on
starting school Student #2, John
in Fall
- Interested in
Business
- Planning on
starting school
in Spring

10. Sample Project
First_Name Last_Name Enrollment_Term Major_Interest
Database
Lisa Johnson Fall Art
John Doe Spring Business
Kelly Chapman Summer Liberal Arts
Joe Schmoe Fall Engineering Finished Pieces
Susie Smith Winter Mathematics

11. Clean up Your Database –
“Garbage In, Garbage Out”
• If you’re going to build • Tips for cleaning
a document based on databases:
a database, the – Make sure your field
quality of the names are accurate
information that – Eliminate duplicate
appears in the records
document is only as – Correct invalid
good as the database information
itself. – Check spelling

12. Interested? Let us help!
• Start brainstorming! What is my….
– Target audience?
– The aim of my message?
– My budget?
• Call us – we’re here to help!
– Database/Mailing Questions
• Creg Arnold (after 12/20/04)
mailing.services@oregonstate.edu
– Print Merge & Design Questions
• Kelly Chapman, 7-3984
kelly.chapman@oregonstate.edu