What is Variable Data Printing?

Variable data printing is a form of digital printing in which elements such as text, graphics, and images may be changed from one printed piece to the next, without stopping or slowing down the printing process. It uses information from a database or external file like a spreadsheet, and is a form of personalizing mass communication. For example, a set of letters can be personalized by printing a different name and address on each letter.


Will I benefit from Variable Data Printing?

Absolutely! With variable data printing you will:

  • Increase readership and achieve higher response rates
    With Variable Data Printing, you create compelling, relevant messages. The strategy can be as simple as a personalized letter utilizing mail merge, or as sophisticated as catalogs tailored to your consumer’s buying patterns and customer profile. Since your marketing material specifically talks about their needs, you’ll get their attention more quickly, with higher response rates. You can achieve response rates that are 20, 30, or 40% higher compared to 1 to 2% without variable data!
  • Stand out from your competition
    With Variable Data Printing, you create unique and specific messages that show you know your customers, your prospects, and their interests. The more specific you can be with each individual customer, the more relevant you become and the more you stand out from the rest of the crowd.
  • Relevant vs. high volume means higher ROI 
    Let’s consider an example. Let’s say you are a retail business selling perfumes and you have two new products – a perfume for her and an after-shave for him, and you are putting together a direct mail campaign. Without variable data, you would create either two separate pieces, one per product, or, create a bigger piece that would include information about both the perfume for her and the aftershave information for him. And then you would mail to all your consumers – men and women.

With variable data printing, your direct mail campaign would be more targeted. You would create just one file but with customizable elements. You could send the card with the image of the perfume for her in pink and put her name on it. And, you could send out a card for the men in your audience with the image of the after-shave and the appropriate persuasive copy! So you have a card that appears to have been created especially for each person, but printed and addressed from a single file. This means you spent less, reached the right audience, and increased your chance of making the sale => higher ROI!


Where will Variable Data Printing fit into my marketing campaign?

  • Personalized post cards
  • Personalized envelopes
  • Statement processing


What kind of Variable Data Services do you offer at Printersmark, Richmond Virginia?

  • We can print and mail personalized postcards, envelopes, catalogs, booklets, flyers and more
  • We are EDDM Printers here in Richmond Virginia
  • Statement processing
  • Letter Mailing or Mail merge



Don’t just send a “Dear Customer” flyer or letter or mail card – personalize it! It is more engaging, generates higher response rates, and increases your marketing ROI. You can accomplish all this with Variable Data Printing and we can help.

Call us today at 804.288.4455 or request an estimate online.