Statistics show that in both the business-to-consumer (B2C) and business-to-business (B2B) environments, audiences prefer personalized and relevant content in business and marketing communications. In a world where the average consumer is bombarded by some 3,000 marketing messages daily, targeted and personalized printed communications can significantly improve audience response and enhance the overall fulfillment of business objectives.

In direct marketing, even entry-level variable data printing (such as the simple use of a recipient’s name and address with minimal variable imagery) can facilitate a successful campaign. With a quality data source and the strategic segmenting of messaging to target specific groups within a defined audience, response rates and campaign results improve dramatically.

This document provides a definition of Entry-Level Variable Data Printing and identifies the market opportunity for print service providers. It discusses the needs of document owners in both the In-Plant/CRD and Commercial market segments, and outlines the opportunity for print service providers. It also provides examples of variable data applications and a representative listing of entry-level variable data solutions.

• Introduction
• Variable Data Printing 101
  Variable Data Printing (VDP) Defined
  Transactional Meets Promotional: The Ultimate Promise of Variable Data
• Entry-Level VDP & Marketing Campaigns
  The Strategy
  A Quality Data Source
  Working with Data
  The Offer
  The Killer Creative
  Measurement & Tracking Feedback Loop
• Getting Started with Entry-Level VDP
  Entry-Level VDP Examples
• VDP Campaign Execution
  Data
  Design
  Logic
  Production – The Final Step 
• Required Skills
• New Revenue Opportunities for PSPs
• Target Markets
• The Buying Decision
  Solution Comparison
  Entry-Level VDP Providers
• Meeting Today’s Business Challenges 
• Conclusion