The Power of Personalisation: How Variable Data Printing is Changing the Game

There’s a reason personalisation keeps coming up in marketing meetings – it’s because it works.

Whether it’s your name in an email subject line or a tailored product recommendation on a landing page, the more relevant the message, the more likely people are to take notice.

But while personalisation is everywhere online, in print, it’s often overlooked.

The good news is that’s starting to change.

Variable Data Printing (VDP) is helping brands bring personalisation into the physical world, and when it’s done well, the results are seriously impressive.

What Is Variable Data Printing?

Variable Data Printing lets you personalise each item in a print run, without having to stop or reset the press.

That means everything from names, locations, images, and offers can be tailored to each individual recipient.

Think things like…

• A direct mail postcard with a unique offer based on past purchases
• A product catalogue with your name on the cover and content that reflects your interests
• A brochure with a personalised message tucked neatly into the centre spread

It’s the same high-quality print finish, just smarter and more targeted.

And when you’re talking about making marketing work harder for your budget that kind of precision is gold.

Why Personalisation in Print Works

There’s something powerful about receiving a piece of print that feels like it was made for you.

According to Royal Mail’s Marketreach research, 87% of people said they were influenced to make a purchase after receiving direct mail – and adding personalisation into the mix takes that influence even further.

They call it “physically irresistible” – and they’re not wrong.

Personalised print gets noticed. It gets kept. It makes people feel seen. And when you can deliver that feeling at scale? You’ve got yourself a seriously effective piece of marketing.

Big Impact, Whatever Your Size

One of the myths we hear all the time is that VDP is only for big businesses with big data sets and bigger budgets.

But that’s not the case anymore.

Because of how flexible variable data printing has become, it’s now accessible for all sizes of businesses – even the ones running local campaigns or small-batch mailouts. You don’t need a 10,000-strong mailing list to make it worthwhile.

The key is tight targeting. You fine-tune the data, keep the print run lean, and make sure every piece is landing where it matters. Less waste, better sustainability, and stronger ROI.

That’s proper marketing.

It’s Not Just for Direct Mail

Variable Data Printing isn’t just for postcards or envelopes, it’s showing up in really creative ways too, like…

• QR codes that change depending on location
• Product recommendation pages personalised inside a brochure
• Thank-you messages for returning customers hidden under a peel-back sticker

It’s not just about getting someone’s name right. It’s about relevance and giving people a piece of print that’s genuinely useful or interesting to them.

That’s what makes it work. And with the tools now available, there’s no reason not to explore it.

Print That Performs

Ultimately, the most important thing is whether your print is performing.

Ask yourself, does it…

Convert?
Create a conversation?
Make the right person stop, read, and respond?

When personalisation is done well, and when your strategy is built around real data and insight, the answer to all of those should be “yes”.

That’s where we come in.

Our Print Wisdom® helps you make smart decisions about format, content, finishes and, crucially, where and how to personalise. Whether you’re planning a one-off campaign or a full mail strategy, get in touch – we’ll help you get the message right and the results you need.

And if you’re wondering how to measure whether it’s actually working, keep an eye out for next month’s blog: Measuring Success: Key Metrics for Evaluating Print Marketing Campaigns.

Spoiler alert: it’s about way more than response rates!