Personalisation in Printing: How Variable Data Printing Boosts Marketing ROI

In today’s crowded market, one-size-fits-all marketing doesn’t grab attention like it used to.

At EXBO, we’ve seen a big shift; businesses that personalise their print materials are getting far better engagement and stronger returns.

One of the key drivers of this change is Variable Data Printing (VDP), a smart way to make every printed piece more personal and relevant.

What is Variable Data Printing?

In simple terms, Variable Data Printing is a digital print process that lets you change text, images, or graphics from one item to the next, all in a single print run.

That means you can print thousands of personalised flyers, catalogues, or postcards efficiently, without having to run multiple jobs.

In short, it combines the speed of modern printing with the personal touch your customers notice.

Why Personalisation Matters

Think about it: people respond to messages that feel like they are directed to them.

In fact, studies show that over 80% of consumers trust print advertising when making purchase decisions.

When those materials speak directly to their interests or needs, your chances of getting a response increase dramatically.

How Variable Data Printing Can Help Your Marketing

1. Make It Personal (and Relevant)

Add a customer’s name, recent purchase, or local offer to your mailer, small details that make your message stand out and feel more genuine.

2. Get Better Results

Personalised direct mail regularly outperforms generic campaigns, leading to higher open and response rates and ultimately, more sales.

3. Save Time and Costs

Even with all that personalisation, VDP keeps production simple and efficient. You can run one job and still get thousands of unique pieces.

4. Learn from the Data

Each campaign gives you insights into what resonates with your audience, helping you fine-tune future marketing efforts.

Real-World Ways to Use VDP

Here’s where businesses are seeing great results with personalised print:

• Direct mail with tailored offers based on past purchases
• Catalogues featuring products that customers are most likely to buy
• Event invitations with personalised details and maps
• Loyalty program updates showing individual rewards or points

Partner with EXBO for Personalised Print Marketing

With more than 120 years of combined experience in print and signage, EXBO knows how to bring your brand to life through print that connects.

We use the latest technology and sustainable practices to deliver results that reflect your business values and goals.

We’ll take the time to understand your story and turn it into print materials that truly speak to your customers.

Ready to see how Variable Data Printing can transform your marketing? Get in touch with our team today, let’s create something that connects and converts.