The power of Variable Data Publishing

Until recently, designing and producing customized messages was a time- and cost-prohibitive task. Developments in key areas of the publishing market, however, are converging to make personalized communications a reality. The availability of databases, publishing tools and high-quality digital output systems all combine to make Variable Data Publishing (VDP) more automated, economical, and accessible than ever.

Also known as data-driven, targeted, or one-to-one marketing, VDP has emerged as a key enabling technology that automates the production of unique, relevant communications that resonate with recipients and motivate them to take action. Whether used to acquire leads, increase sales, or secure customer loyalty, VDP is being leveraged by a growing number of communications professionals to achieve unprecedented results.

VDP applications

Where are VDP solutions being applied successfully today? The flexibility and scalability of VDP yields a broad set of applications, from basic data merge for business correspondence to highly complex, customized promotional pieces — with recipients ranging from one to one million.

Business correspondence

Business correspondence incorporates name, address, and simple product information to produce a unique piece for each recipient.

Simple one-to-one marketing

Simple one-to-one marketing incorporates some graphical elements and variable text that are included based on a simple set of rules to produce a unique composition that is customized for each recipient.

Custom publications

Custom publications are business applications that enable a customer to drive specific content into an existing template for immediate publishing or for inclusion in a newsletter or periodical.

TransPromo

TransPromo combines targeted and graphically rich promotional or sales information with transactional documents (bills, statements, portfolios, invoices).

Variable Data Publishing (VDP) is more than just mail merge. In today's economy, every dollar counts and VDP gives you more power for your marketing budget. We have the tools and the know-how to assist you in utilizing the infinite possibilities of VDP.

Excerpted from Adobe's VDP Resource Center