Variable Data Personalization or VDP is a way of enhancing the performance of a direct mail piece by modifying key elements. For example: If you owned a resort and were sending a special offer to a past guest on their birthday, you might personalize by their name and birth date. You could take it one step further by identifying that this past guest was a woman and giving her a special offer of a massage since that’s what she did last time she was there. Or, if the past guest was a man, you could give him a special offer of a round of golf since that’s what he did last time he was visiting. You could take it one step further and personalize by the age range of the guest like a 30-40 yr-old woman or 50-60 yr-old man. The more detailed the personalization, the better the direct mail piece will perform. Personalization can also be done within an email platform, but it is not called VDP. VDP requires an Excel file in CSV format with additional columns for all the data points, IND or AI file with call outs for personalization elements, and software at the printer’s office tied into their digital printer in order to work. Personalization via email also requires an Excel file in CSV format with additional columns for all the data points and personalization call outs within the HTML file tied into the software of the ESP in order to work.