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Variable Data Printers

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Cross-Media and One-to-One Marketing


Everyone is unique, and with our one-to-one marketing services, your print jobs become unique too.


One-to-one marketing is also known as variable data printing (VDP) and is a form of printing in which unique data (text, graphic elements or images) is printed on each piece. When achieved through digital printing (as opposed to offset printing), VDP is significantly more eco-friendly. The process is similar, but shorter print runs are needed; resulting in less energy used and reduction of waste.

Not only is VDP one of the most effective methods to use when implementing any direct mail or promotional campaign, it is also regularly used in wedding stationery and invite printing. Customizing each print with personalised data adds a special touch to an otherwise generic piece.

One-to-one marketing has been proven to increase response rates. Over the past 8 years, various international sources have reported that the returns of variable print vary from double to 10-15 times the rate of generic pieces – pretty impressive.

Our step-by-step guide below demonstrates how simple it is to begin your one-to-one marketing campaigns with Kent Rowe Digital Print.

1. Create Your Database.

Create the database Using defined column/field names (eg. First Name, Address 1, Picture), create a list with any information relevant to the final output.

This can include names, addresses, special offers, even references to image files (eg. Image001.jpg, which will need to be included with the spreadsheet).

2. Create Your Design.

Create the design A design template, either submitted by you, or designed by us, is created, leaving sufficient room for fields to be merged in at a later stage.

The design can be as simplistic or as flamboyant as you like, bearing in mind it should suit the purpose of the material.

3. Merge the Database with the Design.

Merge the design After the finishing touches have been put on the static (non-variable) elements of the design, the dynamic (variable) elements must be added.

Using powerful variable data software, the database is converted to a group of fields which can be edited and adjusted as necessary.

4. Customise the Look of the Data.

Customise the design Once all the fields have been merged effectively, we can then change the look of the dynamic elements to complement the rest of the design.

This creates a consistent and sophisticated look to the finished product, which can be seen on advertising material from many large companies.

5. Print the Finished Product.

Print the design Once everything is tidied up and the merged data has been exported into individual pages, the material is then printed, trimmed, scored, bound, and whatever else is necessary to achieve the desired look.

The finished product is a highly professional, personalised print that will impress your clients and friends alike.

T: (02) 4926 3530
E: sales@krdprint.com.au