Variable Data Printing (VDP)
Generic mail is easy to ignore. Personalized print gets noticed. With Variable Data Printing from Morgan Printers, every postcard, letter, or mailer can be tailored to the individual—by name, offer, location, or customer history—so your message works harder and converts better.
What Is Variable Data Printing?
Variable Data Printing (VDP) is an advanced digital printing method that lets you change elements—such as text, names, images, QR codes, or offers—from one printed piece to the next automatically, without stopping or slowing the print run.
Instead of producing thousands of identical pieces, Morgan Printers can produce thousands of unique pieces—each tailored to the individual recipient. That means you’re not just mailing; you’re sending targeted, relevant messages that feel timely and personal.
Use VDP to change, per recipient:
- Name and address
- Images and graphics
- Offers, discounts, and promo codes
- Headlines and calls-to-action
- QR codes, PURLs, and tracking links
Benefits of Variable Data Printing
Variable Data Printing helps you get more out of every dollar you spend on print and postage.
Increased Engagement
Personalized print consistently outperforms generic campaigns. Using a customer’s name, interests, or local information stops them in their tracks and makes your message more memorable.
Better Conversion & Response Rates
When offers and messaging are aligned with the reader’s needs, response rates go up. VDP allows you to tailor promotions, reminders, and invitations to each segment—or even each person—so more of your mail turns into action.
Cost-Effective, High-Impact
Because VDP uses digital printing, you avoid large plate fees and long setups. You print exactly what you need, and every piece is uniquely targeted, maximizing your return on investment.
Smarter Tracking & Measurement
Dynamic QR codes, personalized URLs (PURLs), and unique coupon codes make it easy to see who responded and which segments performed best. That data helps you refine your next campaign.
Better Customer Experience & Loyalty
Personalized mail shows your customers you know them and value them. Over time, that relevance builds trust, loyalty, and repeat business.
Common Uses for Variable Data Printing
Variable Data Printing is ideal anywhere personalization can lift performance or improve the customer experience.
- Direct mail postcards and letters
- Customer loyalty mailers
- Appointment and service reminders
- Fundraising and donation appeals
- Membership renewals
- Billing inserts and statements
- Event invitations and save-the-dates
- Retail coupons and promotions
- Higher-education recruitment mail
- Personalized marketing kits
If you rely on direct outreach to grow your business, VDP gives you a measurable edge over generic, one-size-fits-all mail.
Variable Data Printing vs. Every Door Direct Mail (EDDM)
Both Variable Data Printing and Every Door Direct Mail are powerful tools—just built for different goals. Here’s how they compare.
What Is Every Door Direct Mail (EDDM)?
Every Door Direct Mail targets every address within a specific postal route or area. It’s ideal when you want broad visibility and market saturation.
- Delivers to every address in a defined area
- Great for local awareness and grand openings
- No individual recipient data required
- Often more cost-effective for blanket mailings
- Popular with restaurants, retail, and community-wide promotions
What Is Variable Data Printing?
VDP targets specific individuals on a mailing list and customizes each piece using their data.
- Personalizes each piece based on recipient data
- Ideal for segmented and relationship-based marketing
- Uses names, purchase history, and preferences
- Great for loyalty campaigns, fundraising, and follow-ups
- Designed to increase engagement and response
Which Should You Use?
If your goal is maximum reach at the route level—such as promoting a new location or service to an entire neighborhood—EDDM is a smart choice. If your goal is maximum relevance and response from a defined list—such as existing customers, donors, or members—Variable Data Printing is the better fit.
| Every Door Direct Mail (EDDM) | Variable Data Printing (VDP) | |
|---|---|---|
| Targeting | Every address on a route | Specific people on your list |
| Personalization | None / generic | High – per person |
| Best For | Awareness, local saturation | Response, loyalty, conversions |
| Data Required | No | Yes – customer or prospect data |
| Primary Goal | Reach | Relevance & results |
Not sure which is right for your next campaign? Morgan Printers can help you choose the most effective—and cost-effective—approach.
Why Choose Morgan Printers for Variable Data Printing?
As a trusted commercial printer, Morgan Printers combines decades of experience with modern digital technology to make complex personalization simple.
- Data-Driven Approach – We help you prepare and manage your mailing data for accuracy and security.
- High-Quality Digital Print – Crisp, vibrant output that reflects your brand at its best.
- Mailing Services from Start to Finish – From design and data to printing, addressing, and drop-off at the post office.
- Fast Turnaround Times – Keep your campaigns on schedule without sacrificing quality.
- Local, Accessible Support – Real people you can talk to when you need help planning your next campaign.
From small, highly targeted lists to large multi-segment campaigns, our team keeps the process clear, efficient, and results-focused.
Ready to Personalize Your Next Print Campaign?
Variable Data Printing can turn a standard mailing into a high-performing, data-driven campaign. Whether you’re targeting current customers, prospects, donors, or members, Morgan Printers will help you plan, print, and mail personalized pieces that deliver measurable results.
Have a list but not sure how to use it? We can help you segment, personalize, and mail effectively.