In this blog, we look at how modern printing technologies, specifically full-colour inkjet printing, allow brands to engage with their customers in a highly targeted and cost-effective manner. Using inkjet technology, it is possible to harness the economies of high-volume print production with digital print’s personalisation capabilities to create impactful print items produced in thousands each uniquely targeted to an individual recipient.
What is variable data printing?
Variable data printing is the ability to individualise each item that you print. At its simplest level, this could be applying name and address information to an item, allowing it to be mailed to an individual. However, the opportunities to individualise a printed item are incredibly varied and are limited only by the personal data that you have available to use. Good use of data will allow marketers to profile recipients and use variable data printing to ensure they are sending a highly targeted and relevant piece of collateral to their audience.
Good use of variable data printing allows you to send the right message, at the right time and through the right channel, which will drive up customer engagement, brand awareness and response rates. Examples of this could be a personalised direct mail campaign that is tailored to featuring imagery from specific neighbourhoods to match each recipient’s interest, or an event invitation that includes the recipient’s name, schedule, directions and more.
How to Set Up Variable Data Printing
Variable data printing (VDP) is all about customising your communications to increase relevance and impact, with the key to success lying in high-quality data and a solid partnership with your supplier. Here’s a step-by-step breakdown of how to effectively set up VDP, drawing on Integrity Connect’s proven approach.
1. Start with Clean, Accurate Data
For variable data printing to work effectively, your data must be accurate and up-to-date. At Integrity Connect, we offer comprehensive data cleansing services to ensure the information is fit for purpose. This involves cross-referencing client data with third-party databases to verify addresses, check if recipients are still at those addresses, and remove deceased contacts or those who have opted out of receiving communications. Clean data sets the foundation for successful VDP by ensuring your messages reach the right people.
2. Enhance Messaging with White Space Optimisation
White space messaging goes beyond basic data customisation by applying business rules that personalise content based on the recipient’s specific circumstances. This approach allows us to trigger unique messages that resonate with individual customers. For instance, when mailing rent statements for a client, if a customer isn’t enrolled in direct debit, we can insert a targeted message promoting the convenience of this payment option and include a direct debit mandate. Similarly, for customers with overdue accounts, we add tailored reminders that encourage them to seek debt advice. This level of customisation builds trust by making each message relevant and helpful.
3. Personalise Marketing with Dynamic Content
In marketing communications, white space messaging can take on a creative, dynamic form. We use customer data to deliver tailored content that resonates on a deeper level. For a home-delivery meal service client, for example, Integrity Connect leverages data on previous meal selections to create personalised mailings. Each communication promotes new recipes using images that align with the recipient’s preferences. Instead of static images, we dynamically select from over 200 recipe images, ensuring no vegetarian customers receive promotions for meat dishes, and vice versa. This degree of personalisation enhances engagement and builds loyalty.
4. Utilise Geographic Targeting for Localised Impact
VDP can also personalise communications based on geographic data, giving national campaigns a localised touch. Working with a broadband provider, we used VDP to incorporate local imagery and tailored text that highlights the provider’s presence in each recipient’s home area. This creates a sense of community connection, helping the brand feel both expansive and approachable.
Final Thoughts on Setting Up Variable Data Printing
To harness the full potential of VDP, prioritise high-quality data, invest in data cleansing, and work closely with your print partner. At Integrity Connect, we not only manage the technical side but also provide strategic guidance to make every communication count. With VDP, you can ensure each message is relevant, engaging, and, most importantly, effective.
The Benefits of Variable Data Printing
Variable data printing (VDP) enables you to enhance customer engagement while staying true to your brand’s identity. Here’s how VDP can benefit your communication strategy:
- Increased Customer Engagement: With VDP, each message can be tailored to resonate with individual customers, making even large-scale campaigns feel personalised. By targeting specific interests, you increase the chances of capturing attention and driving engagement.
- Highly Relevant Communications: Personalised messaging helps your communication stand out. With VDP, you can deliver messages that feel relevant and meaningful to each recipient, helping to keep your brand top of mind.
- Audience-Specific Personalisation: VDP allows you to create the experience of a “one-on-one” message, even in a mass-market campaign. This personalised approach builds rapport with customers by making them feel valued as individuals.
- Data-Driven Insights: VDP allows you to test different messages and images within the same campaign, providing insight into what resonates best with your audience. By monitoring response rates, you can refine future communications for even greater impact.
- Cost Efficiency: Using accurate data helps ensure you aren’t wasting resources by reaching out to the wrong audience or to people who have opted out. VDP maximises your marketing budget by focusing efforts on receptive and relevant contacts.
Using VDP thoughtfully ensures your messages are impactful, engaging, and strategically aligned with your brand’s goals.
The Variable Data Printing Process
Variable Data Printing (VDP) transforms the way brands communicate by enabling fully customised, data-driven print materials at scale. At Integrity Connect, we leverage advanced inkjet technology to deliver these high-quality, high-impact communications that speak directly to each recipient.
VDP begins with a data-rich template that allows for personalisation—such as names, addresses, images, or specific messages—tailored for each piece within a print run. This customisation is powered by high-speed imaging software, which directs an array of inkjet nozzles to apply variable elements directly onto the paper. Our state-of-the-art Canon production inkjets manage this seamlessly, printing unique content on both sides of each page at over 600 pages per minute.
Our equipment can handle a range of paper substrates from 70gsm to 300gsm and supports silk, gloss, and matte finishes. With both sheet-fed and continuous reel-fed machines, we offer flexibility in print sizes, volumes, and formats to meet diverse client needs.
By eliminating traditional printing plates, VDP enables faster, more adaptable production, making it easy to test and refine communications. Brands can experiment with different images, messaging, and layouts within the same run, analysing response rates to determine what resonates best. This efficiency allows us to create print campaigns that feel uniquely relevant to each customer, increasing engagement and making a powerful impact.
Want to learn more?
At Integrity Connect our highly flexible production environment enables us to integrate print technology with complex customer data to deliver personalised, localised, accurate and impactful communications.
Our team would be delighted to share more details on how we work with clients across all business sectors to improve customer engagement, so contact us today.
