Variable Data Printing · Rochester, NY
Make Every Piece Feel Like It Was Made for Them.
Variable data printing lets you personalize every single piece in your mailing — automatically, at scale, without adding cost or complexity. One print run. A thousand unique conversations.
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.
75%
of consumers are more likely to respond to personalized outreach
4–8×
higher response rates for personalized vs. generic direct mail
1 Run
All personalization handled in a single print pass — no reprints, no delays
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.
Variable Data Works Across Every Industry.
Nonprofits
Personalized donor appeals with each supporter’s giving history, custom ask strings, and named tribute gifts. The most cost-effective upgrade a nonprofit can make to their annual appeal.
Real Estate
Neighborhood-specific postcards with local sold data, personalized property valuations, and agent photos — automatically generated for each farm area.
Retail & Service
Re-engagement campaigns with personalized offers based on what a customer last bought, when they were last in, and what they’re likely to want next.
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:
Ready to Make Your Mail Personal?
Or call us: 585.254.6220 · Monday–Friday, 8am–4:30pm