Variable Data Printing
One of the distinguishing features of digital printing is the ability to print customized artwork for each page based on information from a database. Mail merge is variable data printing (VDP) in its most basic form; a postcard mailing matching a prospect's name to a product viewed, with a picture of the product and a reference to the last conversation with the salesman would be a more advanced example.
Variable data marketing has been shown to produce these results:
Cost per response decreases
Repeat business increases