Drivers
and Barriers for Adoption of Color Digital
Within
the last few years we have seen the introduction of two high-speed inkjet
technologies aimed at the direct mail space..
Value
of color
As
with all new technologies, there are only two reasons to adopt it: it provides
additional value or it lowers costs..
Hybrid
Production
Both
high-speed inkjet presses and high-speed inkjet heads can deliver fully
variable color images. Using inkjet heads means the design is limited in size
to the width of the head, typically 4.25 wide..
Eliminating
Preprinted Forms
High-speed
inkjet presses can offer cost savings in addition to full color variable
imaging. Nearly all direct mail letters are first printed with an offset shell
and then overprinted with black laser..
Postal
Savings
High-speed
inkjet presses are enabling another cost savings and this one appears to be
significant. With one of these presses the direct mailer can run white paper in
and the completed job out providing the direct mailer with the option to
co-mingle jobs on press. This allows the direct mailer to bypass a cost center
(co-mingling) and create substantial savings.
Workflows
Being
able to print the output for a direct mail campaign is just part of the
challenge..
Ad
Spending
Direct
mail is just one of many choices for marketers today..
Cross
Media
While
according the 2012 Channel Preference Study conducted by Epsilon, direct mail
is still the most trusted channel, direct mail alone is not sufficient for
communicating with customers..
Summary
The
digital printing industry has been promoting the value of variable data
printing for quite some time now – a good solid ten years. Adoption occurred
first with low volume applications. Now, finally, we are seeing the large
direct mail suppliers purchasing high speed color inkjet presses and heads and
as the remaining barriers to adoption are being knocked down, we are seeing
adoption and rapid growth for high volume color digital printing of direct
mail.
