Variable Data Printing (VDP) terms you might not know

Variable Printing Data | September 18, 2013



This is a special type of envelope with a second flap which is perforated. This second flap is designed to be used as part of the call to action response.


The process of making sure your data is ready to go. You need to make sure that all the address details are correct and that there are no duplicates as a minimum. You may need to do a lot more. The best option is to get your data looked at so that you can understand what is possible.

Content Management

How the combination of text and images are managed to create the best message for each customer.

Data Mining

The analysis of large volumes of customer data that can identify trends and help to predict the behaviour of new and existing customers.

Frequency Marketing

Also known as a loyalty programme – this type of campaign rewards customers on their purchasing behaviour. The use of variable images can improve ROI as previous purchases can be shown and new items introduced.

Hard Benefit

A benefit that normally would have to purchases such as free travel or free accommodation.

Life Time Value

Calculating the average value of a new customer in terms of time and contribution to profits – this is linked with the acquisition costs associated with gaining a new customer. If it costs £300 to gain a new customer but over the next 15 years that customer provides a net contribution of £10,000 then the initial cost can be seen as a good investment.

Mass Customisation

The merging of your data and variable printing to personalise each printed item by varying text, graphics and layout.


A useful technique that is used to predict behaviour – a score is assigned to each customer data record according to predicted actions.

Soft Benefit

A benefit that “costs” very little but has a high perceived value to eac

For more information follow the links above or if you have a specific concern call Mail and Print direct on 0800 1300 960


Author: Mailprinter

Request a Call Back

Simply add your name and phone number and we'll call you back with free, friendly advice within two working hours...

    Here at Mail and Print, we take your privacy seriously and will only use your information to process your enquiries and generate quotations. However, from time to time we would like to contact you with information about the services we provide and general updates. If you consent to us contacting you for this purpose please tick to say how you would like us to contact you: