Variable data printing is a type of commercial digital printing that allows for the changes of elements (such as text or images) in the content of every piece that is printed. Customer information from a database can be used to add basic levels of personalization, like name and address, or to craft customized messaging based on data-driven graphics that allow for market segmentation. Variable data printing is especially impactful in direct mail campaigns to create unique, individual user experiences based on a customer’s interests, preferences or purchasing habits. When included as a component of an omnichannel marketing campaign, variable data printing can be especially effective for location-specific messaging or personalized QR codes or personal URLs that take customers to a landing page created especially for them.

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