Unlocking the Power of Variable Data with Flexographic Presses- Redefining Personalisation and Targeted Marketing

David RossArticle

At Xpress Labels, we are always looking for technical solutions that create a competitive advantage for our customers. Variable data printing (VDP) using flexographic printing presses offers several benefits that make it a powerful and versatile printing solution. Here are some of the key advantages:

Personalisation: Crafting Tailored Solutions.

VDP allows each printed piece to be customised with unique text, images, or data. This level of personalisation can greatly enhance the effectiveness of marketing campaigns, direct mail, and promotional materials. By tailoring content to individual recipients, businesses can increase engagement and response rates.

Targeted Marketing: Hitting the Bull’s Eye.

With VDP, by using unique loyalty codes on your packaging you can use these to help identify your audience and then use this information to deliver targeted messages based on specific criteria such as location, demographics, purchase history, or preferences. This level of targeting marketing leads to more relevant communications, which can result in greater customer loyalty, higher conversion rates and better ROI for marketing efforts.

Improved Response Rates: Captivating Hearts and Minds.

Personalised and relevant content tends to capture the attention of recipients more effectively. When customers receive materials that speak directly to their needs or interests, they are more likely to respond positively and take the desired action, such as making a purchase or engaging with the brand.

Cost-Effectiveness: Smart Strategies for Efficiency.

While traditional printing methods require producing large print runs to maintain cost-efficiency, VDP enables the creation of smaller, targeted print runs without incurring significant additional expenses. This makes VDP an economical choice for campaigns with specific audience segments or limited print requirements.


Quick Turnaround.

Flexographic printing presses are known for their high printing speeds. When combined with VDP technology, businesses can efficiently produce personalised materials in a shorter amount of time. This quick turnaround is especially advantageous for time-sensitive promotions or campaigns.

Variable Data Flexographic Printing

Cross-Media Integration: Seamless Synergy

VDP (Variable Data Print) can be seamlessly integrated with other marketing channels, such as email, social media, and websites. This integration creates a unified and consistent customer experience across various touchpoints, reinforcing the marketing message and improving campaign effectiveness.

Overall, variable data printing using flexographic presses empowers businesses to create highly personalised and targeted print materials that can significantly enhance marketing efforts, improve customer engagement, and drive better results.

At Xpress we use the latest MPS Flexo 9 colour presses, combined with HD plate and anilox technology. This combination guarantees to enhance your labels and the appeal of your product.