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Variable data printing (VDP) is a form of personalised digital printing which enables customised specific text, graphics and images in a single digital print run, resulting in unique and personalised printed items.
The variable data uses information from a database or external file to automatically change from one printed item to the next without stopping or slowing down the digital print device, enabling the one print job to reach each individual within a target audience, directly, by name, by company name, by specific message or image.
For example, a set of personalised letters, each with the same basic layout, can be printed with a different name and address on each letter. VDP is mainly used for direct marketing, client relationship management, advertising, invoicing and applying addressing on mailers, brochures or postcard campaigns.
VDP enables the mass customisation of documents for individual marketing as opposed to the mass production of a single document to a mass market.
Instead of producing 10,000 copies of a single document, delivering a single message to 10,000 clients, variable data printing can deliver 10,000 unique documents with customised messages for each of the 10,000 clients.
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