When marketers begin to evaluate the success of personalized campaigns, one of the first questions they ask is, “How much does it cost?” The second question is often, “What kind of response rates will I get?”

Today, thankfully, we have VDP: Variable Data Printing. It’s a powerful and accessible technology that uses systems to collect information from your database, develop specific messages based on this information, and then print customized graphics and content to drive home your marketing message.

In a nutshell, VDP marries your database with an advanced printing system to let you produce highly individualized printed materials that are relevant and effective. Each piece is different. You can change content. You can change images. You can change colors. That’s targeted marketing.

Let’s look at some of the key metrics for variable data print, review case studies and see how you can use them to your marketing advantage.