What is Variable Data Printing (Personalised Printing)?
Variable data printing (sometimes called personalised printing) is a digital printing process that allows elements of a printed document to change from one copy to the next without stopping the print run.
Rather than printing thousands of identical items, variable data printing makes it possible to personalise each one using information from a database.
That could be something as simple as printing a different name on every letter, or as advanced as changing images, offers, QR codes or even entire sections of text for different recipients.
How does variable data printing work?
Variable data printing combines a print design with a data file.
The overall design stays the same, while selected parts are automatically updated using information from a data file.
For example, one mailing campaign could include:
- A personalised name and address
- A unique reference number
- A different offer based on the customer’s location
- A personalised QR code
- Different images or messages depending on the recipient
Each printed item is created automatically, making every piece unique while being produced in a single print run.
Why use variable data printing?
Personalisation can help make printed communications more relevant to the recipient.
Whether you’re sending direct mail campaigns, customer letters or membership information, variable data printing allows you to tailor your message without the need for separate print jobs.
It’s commonly used for:
- Direct mail campaigns
- Customer letters
- Membership packs
- Loyalty programmes
- Renewal notices
- Promotional offers
Is variable data printing only for names and addresses?
No.
Although personalising names and addresses is the most common use, almost any element of a printed document can be varied.
This includes text, images, colours, QR codes, barcodes, promotional offers and even entire pages, depending on the campaign.
Is variable data printing suitable for small print runs?
Yes.
Modern digital printing has made Variable Data Printing a cost-effective option for both small and large print runs, making it suitable for everything from a few hundred personalised letters to larger mailing campaigns.