VDP is personalized on-demand printing. By using information from a database or external file elements such as text, graphics, and images may be changed from one printed piece to the next. This is done without stopping or slowing down the printer. Variable data printing can produce unique documents with customized messages for each customer.

- change graphics and text based on customer data
- speak one to one with an individual versus a generic printed piece
- increase response rates with personalization
- eliminate unused inventory

Personalization is no longer just a salutation lasered onto a mail piece. It has become a new way to relate to customers based on who they are, what they like, and how they spend their money. A high quality personalized mailpiece can help achieve higher response rates, greater customer retention, and increased return on investment.