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Variable data printing (VDP) is a method of digital printing that allows graphic or text elements to be easily and efficiently swapped out throughout a print job. For example, if you want to send a direct mail postcard to your customer list, variable data printing would let you cost-effectively personalize your marketing effort by presentingdifferent offers or using different photos to better target specific types of customers.

Direct mail may seem like an archaic strategy nowadays, but in a crowded world full of digital ads, email, and social media, a mail piece can make a brand stand out from its competitors. Even millennials, who spend most of their time with technology, prefer mail advertising.