Variable Data Printing (VDP) is used by marketers who need to custom-tailor highly relevant messages to each individual in a marketing campaign.

In one-to-one marketing, VDP is used to customize direct marketing or marketing collateral because the text, images, graphics and offers can be "varied" within each separate document to best meet a customer's wants and needs.

VDP enables the "mass-customization" of documents as opposed to the "mass-production" of a single document (using traditional printing ). Instead of mass-producing a "static" document that will deliver just one message to 10,000 customers, for example, VDP could be used to generate 10,000 unique documents with customized messages for each of those 10,000 recipients.