2011 Trend of the Year: VDP on the March!
At the Who's Mailing What! Archive, we're always on the lookout for the latest big trends that affect mailers. After looking at data from the beginning of 2009 until nearly the end of 2011 (until October), it became clear that the personalization/VDP (variable data printing) trend is not going away. Companies and organizations are using prospect data in order to personalize their mail more than ever.
In 2009, 28 percent of mail pieces were personalized, but that jumped to 34 percent in 2010 — a 21 percent increase. 2011, meanwhile, demonstrated that that increase was only the beginning, as seven of the 10 months recorded had even higher VDP usage, with February and May both recording 41 percent of efforts using VDP.
Think about that for a second: 41 percent of all mail using VDP is a stunning figure, as it represents another 21 percent increase from 2010 and a whopping 46 percent jump from 2009 levels.
Percentage of Personalized Mail in 2011*
Jan. - 37 percent
Feb. - 41 percent
March - 38 percent
April - 33 percent
May - 41 percent
June - 39 percent
July - 38 percent
Aug. - 33 percent
Sept. - 34 percent
Oct. - 36 percent
* This data is derived from the Who's Mailing What! Archive and extends to October 2011.