Variable Druckdaten (VDP)

What are Variable Print Data?

Variable Print Data (VDP), also known as Variable Data Printing, refers to a digital printing method where specific elements of a print piece are personalized using data. Texts, images, graphics, or offers can vary from one print item to another within a single production run. VDP is a key technology for personalized direct mail in B2B marketing.

How does Variable Print Data work?

Variable Print Data combines structured data sources with digital printing technology. Data from CRM, ERP, or marketing systems is connected to predefined print templates that contain variable elements. During the print process, these elements are automatically populated with individual data for each recipient.

In B2B environments, typical data points include company information, industry, location, contact person, product interests, or sales status. Modern digital printing systems enable high-quality personalization at scale while maintaining cost efficiency, even for large volumes.

Data, triggers, and processes

In many B2B scenarios, VDP is embedded in automated marketing and sales workflows. Print production is triggered by specific events, such as lead qualification, contract renewal, or customer interactions. Relevant data is transferred automatically, checked for consistency, and processed without manual intervention.

Typical B2B use cases

Variable Print Data is commonly used in B2B marketing where physical communication complements digital channels. Typical use cases include personalized direct mail for lead activation, post-event follow-ups, account-based marketing campaigns for key accounts, and sales-driven mailings related to offers or renewals.

VDP is also used throughout the customer lifecycle, for example in onboarding materials, customized product documentation, or personalized service notifications. In all cases, the focus lies on delivering relevant, data-driven content through a tangible channel.

Benefits of Variable Print Data in B2B

Variable Print Data significantly increases the relevance of printed communication compared to static print materials. Personalized messages attract more attention, improve response rates, and support sales teams in reaching decision-makers more effectively.

From an operational perspective, VDP enables automated, scalable print and fulfillment processes while maintaining a high level of personalization. Economically, companies benefit from improved campaign performance and better utilization of existing data assets.

Variable Print Data vs. related concepts

Unlike traditional direct mail, where all recipients receive identical content, VDP allows individualized messaging within a single print run. Compared to email marketing, Variable Print Data offers stronger physical presence and reduced digital fatigue, which is particularly relevant for B2B decision-makers.

Compared to marketing automation alone, VDP extends automation into the physical world. It does not replace digital channels but complements them as part of an integrated, omnichannel B2B communication strategy.

How does eesii support Variable Print Data?

A direct mail automation platform like eesii helps organizations integrate Variable Print Data into their marketing and sales processes. Existing data sources can be connected, print templates centrally managed, and production and shipping processes automated.

The platform acts as a bridge between data systems, print service providers, and marketing automation tools. This enables scalable, traceable, and measurable personalized print campaigns without the need for manual print or logistics management by internal teams.