VDP — How Personalized Print Increases Sales

A study from Xerox, showed that messages sent using database management and Variable Data Printing will see a 36 percent higher response rate, a 25 percent increase in sales and 47 percent increase in repeat consumers.  Creating a loyal customer-base is key to reducing your overall marketing costs and increasing sales.  Repeat customers ultimately spend more per purchase than first-time consumers (on average) and are more likely to recommend your brand to a friend.

The graphic below is from the Xerox Consumer Study and shows that personalized marketing creates more lead generation, direct orders and web traffic than static, generic messages.


In addition to VDP and digital printing’s high return on investment, it’s also more environmentally friendly than off-set print marketing — because it uses inks with little to no VOCs, 97 percent of the machine parts are recycled and 80 percent of the waste produced by digital printing can be reused.

Timothy Freeman
Print & Graphic Communications Association


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