Why We Love Variable Data Printing #1!

Posted on | comment | CSG Direct Mail helps you get better results with our unique database marketing experience in personalized digital printing and direct mailing services

We have been in the variable data printing (VDP) business for nearly fifteen years. Nothing gives the team at CSG Direct Mail more of a rush than taking a job and applying the advanced concepts of conditional programming and intensive personalization to create a highly-targeted VDP campaign that brings excellent responses. We thrive on complex VDP projects that take all the elements of a customer’s project and weaving them into a grand, personalized tapestry.

Many Direct Mail companies brag that they do VDP, but do they really understand the height and depth that really constitutes VDP? Do they understand that personalization is more than just putting “Dear First Name” in a letter? Can they take multiple tiers, hundreds of graphics, text elements and styling, and intensive data to create a campaign that can be run as one version to maximize postal savings and project timeliness? This is where the rubber hits the road!

VDP is a wonderful ballet of data and graphics woven together with conditional programming to create a custom-tailored personalized message that is unique and desirable to catch the attention of your customer. The more targeted your data and graphic assets are constructed, the more likely of a positive response. In addition, one is almost unlimited in what can be created in a VDP project. The only limitations are the complexity of the data, design assets and one’s imagination!

It’s just not enough to have a person who “crunches” your data and prepares it for postal output. They must understand how to code a database to work in conjunction with graphic assets to make a VDP project sing. One can have the most talented graphic designer on their team, but if the designer doesn’t have a basic understanding how a database can be used to power all their designs with conditional programming, then the project is reduced to creating many separate outputs according to level/tier. A huge waste of time and money! For a successful VDP project, both data and design must work in tandem and understand each other’s skill sets to make the final product shine!

This is when we shine at CSG Direct Mail. Data, Design and Print personnel working in tandem to produce some crazy and wonderful VDP! Multi levels, multi Property, graphics switching out on the fly, fonts changing size, face and color, with conditional programming humming in the background while the data conducts the process like a maestro! It’s magic!

Next…VDP in action!

9 Responses to “Why We Love Variable Data Printing #1!”

  1. Flyers

    Great article. Its so true, the benefits of VDP are vast and so many companies and people dont realise the benefits. Great to see your getting the word out there and all the best. The card sample as well does look great

  2. Zilla

    It makes a person think out of the box a bit at what can be done with variable data.

  3. Logan

    Good article. I would like to see some more specific examples of what can be done. Screen shots please!

    • graphics

      Hi John,

      While we CAN do things like names in clouds, we like to take personalization to the next level and create a whole campaign based on your client’s needs! We’ve found that just putting someone’s name in a fancy graphical font does not usually get the best response to a mailing.

      Here’s a blog post on the subject that you might find helpful!

      Let us know if you’d like us to help you create a great variable data printing campaign!

  4. Christopher

    This is great! I think the more personalized a mailer is, the less it calls out “junk mail”; therefor it is more likely to produce results!

  5. The Printmaster

    If you’re not utilizing VDP services like the ones CSG offers, then your cheating yourself out of higher response rates to your marketing campaigns. The difference between a generic mailer and a personalized mailer is huge!


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