What is Variable Data Printing?

One of the questions we receive at Printivity fairly frequently is “What is variable data printing?”

Variable data printing (VDP) is an automated process that allows you to create specialized marketing campaigns of the same printed product.

Imagine creating a direct mail project that gives the appearance that it was specially made and printed for a single recipient. But was in fact sent to hundreds or even thousands of recipients. This is what variable data printing is able to accomplish for your business.

Variable data printing is mostly about relevancy. The more relevant your data is to an individual, the more likely your marketing materials will resonate with potential customers. This will increase the probability that you will receive a responses to your marketing campaign.

What kinds of variable data printing are available?

Variable data printing exists in lots of different forms. But it’s most widely known as existing in the form of postcards and brochures.

Variable data printing can be done on virtually any type of printing project. This includes mini posters, perfect bound book printing, saddle stitch booklet printing or printed catalogs.

Printivity has the software and capability to turn your variable data printing project into a reality.

Use EDDM or Direct Mail to connect with your customers using one or both of these types of variable data printing.

Mailing Address

Probably the most common use of variable data printing is adding customer addresses for mailing services. This type of VDP is simple. The same design will be used for prints, and the only difference is the customer’s name and address. Your printer has the correct programs to insert each name, so all you need to supply is the product’s design and mailing addresses.

*Pro Tip: you will need to add a white box or specified section for printing addresses. Before creating your design, talk to Printivity to walk you through proper design tips.

Custom Design

Instead of sending a generic postcard or booklet printing, mail a beautifully designed postcard or booklet with specific information that is relevant to the recipient of the direct mail. Go above and beyond by incorporating elements into the design for each recipient. This will make each customer feel special and connect to your content more. You’ll get more responses with this type of marketing campaign because it is more personalized to your recipient.

The simple use of this type of VDP is to add custom discount codes for each customer. You are not only bringing customers back to your business but are able to track and create data for future campaigns.

Contact Printivity for your variable data printing project

Contact us today to get your variable data printing project up and running at a great price! Printivity has the reputation and capability to handle any variable data printing project for you.

Small Postcard 4.25’’ x 6’’

With the least amount of real estate, this postcard is compact and optimal for simple, straight-to-the-point designs. It is also the only size recognized as a traditional “postcard” by the U.S. Postal Service (USPS).

According to the USPS, a postcard measures between 3.5’’ x 5’’ and 4.25’’ x 6,” and anything larger is considered a “letter.” If your size falls into this space, you can utilize First-Class Mail at a lower postage rate than Marketing Mail. From a postage-cost perspective, the latter would be best for pieces exceeding this size.

For example: The mixed Automated Area Distribution Center (AADC) First-Class rate would be $.326 per piece, and the matching letter-size (mixed AADC) Marketing Mail rate would be $.33 per piece. By using First Class, your piece moves more quickly through the system, gets forwarded if the recipient has moved and left a new address, and is returned if they have not left a forwarding address, enabling you to update your mailing list.

For reference, the dimensions of this postcard are comparable to those of the 4.125’’ x 9.5’’ envelopes frequently delivered to your mailbox. So although it may not stand out as much as the larger sizes, Small may be your most economical option.

Standard Postcard 6’’ x 9’’

Out of the four main sizes listed above, Standard offers the most versatility. That’s why popular campaigns often use this size for creative options. Mail products can be vertical, horizontal, or both. For example, text can be displayed horizontally on the front and vertically on the back. The Standard postcard size is also larger than envelopes, meaning your postcard has a greater chance of standing out than the Small.

Jumbo Postcard 6’’ x 11’’

Generally the largest on the market, Jumbo postcards offer the same versatility as the Standard with larger proportions. Given its size, you'll likely want a vertical design similar to that of a poster. But be aware of the associated pricing increases incurred by going bigger, advises Avrick.

“From a postage standpoint, staying in the letter-size rate is important,” he explains. “In Marketing Mail, once you exceed 6.125 x 11.5, the rate category shifts to a ‘flat.’ That would increase the Marketing Mail rate [mixed AADC] from $.33 to $.798. So if you were to produce a 9 x 12 oversized postcard, your postage rate would be significantly higher.”

Extra Large Postcard 9” x 12”

Extra Large postcards fall under the flat-rate pricing outlined above, yet this size has its own share of benefits, too. With the largest dimensions, there’s no question of the inherently increased visibility this size commands. If your budget permits, this is your surefire way to maximize your direct mail campaign results.

Considerations for Choosing the Perfect Postcard Size

Avrick recommends considering the following when selecting postcard size:

Cost-Effectiveness

“If you can effectively get your message across to the recipient in a 4.25 x 6 postcard, then choose this option, as it is the most cost-effective card to manufacture and mail,” he says.

Timing

“If timing is important, then use the 4.25 x 6, too, as First-Class is much faster than Marketing Mail from an in-home delivery perspective,” Avrick explains. “As a rule of thumb, local automated First-Class Mail is in-home in one to three working days and out of town within five working days.”

Space

“If your message is better served by using more space, then choose either the 6 x 9 or 6.125 x 11.5 options,” he continues. “The cost to manufacture the 6 x 9 is less than the 6 x 11; however, the postage for both will be the same.”

Stand Out

“If you really want your piece to stand out in the mailbox, and your budget allows, you may want to look at the 9 x 12 format,” Avrick adds. “It is the most expensive to manufacture and mail, but it will definitely stand out.”

New to direct mail campaigns? Avrick offers the following tip:

“Split your files, and always test,” he says. “If you have a database of 15,000 names, then choose three formats and run 5,000 of each. Then, track your responses, and you’ll know which works best.”