Variable data printing (VDP)

Traditional offset printing locks in the same image for every piece. VDP uses digital presses that merge a database of recipient information with a design template, substituting unique values on each card as it comes off the press. For direct mail, this means you can address each postcard to "Dear [First Name]", include a personalized coupon code, or place a QR code that links to a landing page unique to that individual recipient. Personalization consistently improves response rates in direct mail research — even something as simple as including the recipient's name can increase engagement. The more relevant the message to the individual, the more likely they are to act.