Xerox iGen4

Everybody is talking about digital printing nowadays but it may not be a good fit for all. As technology advances, the choices become more difficult.

I read a lot of magazines, newspapers, reports, articles and newsletters about the printing industry. Not unexpectedly, they write extensively about the latest printing technologies.

In printing, technology has always been ‘king.’ Heidi Tolliver-Nigro in an article entitled, “Digital Printing: It’s Not About Technology Anymore,” (Graphic Arts, Feb 2010) stresses the point that print is no longer print but just another tool in your marketing arsenal. It comes down to matching the technology to the application.

In my direct mail world, it’s always been about personalization. For the past 40 years, we have witnessed the benefits of adding personal data to a direct mail package. We know that consumers and donors respond better to personalized mail.

However, the choice of technology nowadays is daunting. Volume is no longer the main criteria since some of the digital presses can produce up to 9 million monthly impressions. Inkjet technology is comparable now to laser. Paper also becomes a non-issue since the newer digital presses can use a wide variety of stocks.

It comes down to which application is going to be the most effective AND appropriate for your particular organization/company.

Generally speaking, I still see most personalized digital printing being used by commercial enterprises, especially by Fortune 500 companies. Not only do they have the budgets for the upfront costs (before revenues start coming in) but they also have the marketing staff who can focus their energies on managing the campaigns.

In addition, their direct mail is usually integrated with into a much larger marketing campaign incorporating other media such as PURLs, social media and print ads.

hp LaserJet 8000

Non-profits have much smaller budgets. Their timelines are also much shorter. This is where the traditional offset print/laser personalization model is ideal.

Without the extra layer of technology, turnaround times are much quicker. Segmentation and testing can easily be accommodated and costs are lower, so budgets are more easily met.

I have even seen the use of digital printing backfire on non-profit organizations because donors resent the fact that their dollars are being used on more expensive technology.

The bottom line is that just about any kind of personalized direct mail (also called 1:1 printing, variable data printing, variable data imaging) application can be used. It comes down to how you want to represent yourself to your target audience – and, of course, your budget.

Keep mailin’,
Rainer