Variable Data Printing · Nationwide
Make Every Piece Feel Like It Was Made for Them.
Variable data printing lets you personalize every piece in your mailing—automatically and at scale. Change names, images, offers, messages and more, all with a single print run.
Personalize Every Piece
What Is Variable Data Printing?
Variable data printing (VDP) is a digital printing method that lets you swap out text, images, offers, or any other element across individual pieces in the same print run — without stopping the press or starting over. Each piece is unique, personalized to the recipient, while the overall design stays consistent.
Think of it this way: instead of printing 5,000 identical postcards, you print 5,000 postcards where every single one says the recipient’s name, shows an image relevant to their neighborhood or interest, and includes an offer tailored to their history with your organization.
- Same cost
- Same timeline
- Dramatically better results
80%
of consumers are more likely to purchase from brands that offer personalized experiences
Increased Response Rates
Achieve significantly higher response rates for personalized vs. generic direct mail.
No Delays
All personalization handled in a single print pass — no reprints, no delays
Each Piece is Unique
What You Can Personalize
Nearly any element of your mail piece can change from recipient to recipient. Here are the most common:
Names & Salutations
Address each recipient by first name, company name, or both. "Dear John" outperforms "Dear Valued Customer" every time.
Images & Photos
Show a product image relevant to their past purchase, a neighborhood photo for their zip code, or a custom visual matched to their profile.
Offers & Amounts
Display different offer amounts, discount tiers, or ask amounts based on the recipient's history, giving level, or customer segment.
Donation Ask Strings
For nonprofits: automatically show personalized suggested gift amounts based on each donor's giving history. This alone can increase average gift size significantly.
Barcodes & QR Codes
Generate unique barcodes, tracking codes, or QR codes per recipient — useful for coupons, referral tracking, and response attribution.
Messages & Body Copy
Swap entire paragraphs based on segment — a message for new customers vs. lapsed customers vs. top spenders, all in one run.
See it In Action
Every Piece. Personally Theirs.
Nearly any element of your mail piece can change from recipient to recipient. Here are the most common:
Personalization Just Works
Variable Data Works Across Every Industry.
Nonprofits
Real Estate
Step by Step
It's Easier Than You Think.
You don’t need a data science team to run a personalized campaign. Here’s how simple the process is with Mailstar:
Let's Talk
Ready to Make Every Message Personal?
Tell us about your next campaign and we’ll show you exactly what’s possible with variable data.