Marketing, Direct Mail
VDP is a generic term describing the ability to customize direct mail pieces for specific recipients. A simple example is the Mail Merge capability in most word processors to insert name and address fields in letters
As customization of marketing pieces proved effective in the conversion of customers to the call to action, it's use has expanded as well as its sophistication. Once marketers understand the capability of VDP solutions, they are only limited by their imaginations and tools their Driect Mail shops employ to deliver the mail pieces.
This topic is called
or Promotional Marketing where several examples are provided on this page and sub pages.
Sophisticated utilization of VDP is evident in utility bills, insurance policies, invoices and the like. A database drives the print process to where each piece is unique even from sheet to sheet. This process is called
The critical concept (that PSL delivers) is that the variables involved are more sophisticated than placing variable text on a template. The variables include in part: fonts, font sizes, images (either based on logic or in the merge data, or other tables), colors of fonts, box sizes, backgrounds, borders, box geometry, patterns and more. Every single sheet printed can be completely different from the others!This example illustrates that a variable can be part of an image as in the text on the whiteboard.