This is the simplest type of printed document and although it is not a VDP application, it is included here to illustrate the most basic form of digitally printed applications. Since none of the information on the document is variable, it is a good place to start for printers that have a desire to develop digital printing skills and use a methodical approach in converting from conventional printing methods to digital.

Very small print runs are expensive when using conventional printing processes because the prepress and makeready charges are the same regardless of the quantity printed. It is only when the quantity increases that the price per piece decreases. When using digital printing equipment, the price per piece is the same regardless if one piece or one-thousand are output.

Versioning is the simplest form of variable data publishing, which allows several versions of the same basic application to be created without the extensive use of a database. Documents may include photographs and graphics that change for a specific audience, but the basic format of the document remains the same. Various groups are basically receiving a different version of the same document. For example, a company issuing a monthly newsletter may have many articles and graphics to include in the newsletter, but only the articles and graphics important to each audience segment are used. Audience "A" would get a newsletter with articles that are pertinent to their interests, while audience "B" would get a newsletter with several different articles and graphics based on their interests. Both groups may get some of the same articles as well.

With versioning, different articles are kept at the same length and different photographs and graphics are the same size so that they can all be plugged into the same areas of the layout. It is possible that every customer would receive a different newsletter, depending on the number of elements that are changed, but the basic layout of the elements would remain the same. Most often, only a few versions of the document are produced based on several broad audience groups, for example, identical newsletters produced in different languages.

Variable imaging digital printing equipment allows versioning to work easily because each different newsletter can be printed during one press run. Besides newsletters, other products that are printed using versioning are manuals, booklets, brochures, and training pieces.

Personalized applications are variable information documents in which every piece of a print project is produced for a different person. Some personalized applications simply combine the name and address of the individual with the same document going out to everyone else on a mailing list. This type of personalized application is known as "Mail Merge".

There are also many personalized applications that go beyond mail merge so that the piece is more personalized for every individual. The document layout remains the same and much of the text and graphics are alike, but there may be some text blocks and graphics that change for specific individuals and more personal information may be included. The sizes of the variable elements are the same so that it is easy to plug in different elements for different individuals without any interference with the static portions of the document. Some examples of personalized variable data applications include business cards, newsletters, and direct mail pieces. A well maintained database is necessary for personalized VDP print projects, whether it be a simple mail merge application or a more customized document.

Customized applications vary greatly in their level of sophistication and to the degree in which the data on the application is variable. Customized applications are changed according to the requirements or interests of a specific individual. A customized application differs from a mail merge or simple personalized piece in that more elements of the document are changed for every individual. Like versioning, the document layout remains the same and the text blocks and graphics are the same size so that it is easy to plug in different elements for different individuals. Newsletters, brochures, and direct mail pieces are common applications that are customized.

Transactional documents, which at one time were simply black and white sheets containing billing information or financial data entered onto a static form, are now customized documents containing not only the transactional data, but also color and graphics and personalized information. This is the result of the flexibility of digital printing. This type of transactional printing is known as convergence marketing or convergence printing. It is a popular tool that is used to combine services, such as product offers and coupons that are specifically targeted for an individual, with a monthly statement.

Specific Transactional Printing Applications

• Financial Institutions
  
  Applications such as bills and statements are being personalized by banks and other financial institutions to provide additional information that is important to an individual customer or group of consumers. Financial data may include the use of charts, graphs, and diagrams that are generated from information for individual customers in the database.
  
  
• Credit Card Companies
  
  Credit card companies may provide specific product offers to customers based in their purchasing habits. They may also offer coupons for those same products, with varying discounts, based on spending level of the customer. Some customers may be offered a 5% discount while others may be offered a 10% discount for the same product, due to higher average monthly spending on an account in good standing. The success of the coupon offers are tracked through the use of bar codes printed on the coupons.
  
  
• Direct Mail Marketing
  
  Transactional printing applications may also include items such as a monthly statement combined with a direct mail piece. The direct mail portion may consist of marketing offers from the partners of the company issuing the statement, which may be attached to the bottom of the statement or offered as separate pieces. The number of direct mail offers is proportional to the transactions on the statement, which means that a customer may have a one page document while another customer may have multiple pages to accommodate a large number of transactions on the statement portion and a like number of direct mail offers that follow.

Some customized applications can be very complex. Many of the applications are known as variable layout applications. Not only are the personal information, photographs, and graphics variable, but the basic layout of the document is variable as well. Text blocks, photographs, and graphic elements can be added, deleted, and rearranged in order to give every document a completely different look.

A much more sophisticated database is required for a fully customized variable data application. The database contains more information about every individual and requires a long period of time to develop and maintain. Typical applications that are fully customized are booklets, magazines, newsletters, catalogs, and direct marketing pieces.

Automated fulfillment applications are the most complex because all of the elements on the document are determined by the requirements of the end user. The entire production cycle is automated beginning with the customer request and ending with the printing and fulfillment of the request. One way this type of application is initiated is when a potential client uses the Internet to request information on certain products and services. Customized literature is sent to the customer based on the requests. For example, a travel agency could provide an individual client with full color, customized brochures and trip plan guides based on the exact requests of the client, all triggered through the client's Web Site inquiries. Another type of popular automated fulfillment application is one in which specifications of a product are requested, such as color choices and optional equipment for automobiles.

Automated fulfillment reduces the errors that can occur with manual fulfillment services. Accuracy and delivery are improved, costs are reduced, and documents are specific to the requests of the individual.