Nuts & Bolts - Trends: 2011 Direct Mail Trend of the Year: VDP
According to data from the Who's Mailing What! Archive from the beginning of 2009 until October 2011, it's clear that the personalization/VDP (variable data printing) trend is not going away.
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 the increase was only the beginning, as seven of the 10 months recorded showed even higher VDP usage. It's a stunning figure—another 21 percent increase from 2010 and a whopping 46 percent jump from 2009 levels.