Printing and Imaging

Variable data makes the leap

By Gretchen A. Peck

Commercial printers and their print-buying clientele long ago recognized the benefits of personalized print and built workflows that took in vast volumes of disparate data and blended it with static print images. The ability to customize each and every page that comes off a press changed the marketing and advertising game forever—for the better.

For example, consider email marketing. Experian Marketing Services’ 2014 publication, 2013 Email Market Study, found that personalized emails inspire six times the response, transaction, and revenue rates than non-personalized messages. And the effectiveness of personalized print is equally compelling. The study reports that customized promotional mailings may garner as much as 29 percent better open rates.

Now, digital large format print service providers (PSPs) are taking a page from the commercial print playbook and rolling out variable data print (VDP) for their own breed of print projects.

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Publishing by Digital Output magazine, April 2014

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