Moving into VDP

Likewise, many universities have done successful campaigns to prospective students using VDP. Personal messages can be sent to them from the department chair overseeing their area of interest.

Although VDP is very effective, and response rates are generally higher than less personalized campaigns, the challenge still remains in how to sell or price VDP. Because of the incorporation of variable data, the production and sales cycle is longer than producing static information. Therefore, the cost of VDP is higher than static printing.