Mailing Systems Technology - November/December 2008 - (Page 22) Variable DATA PRINTING These capabilities mean printing companies are in a position to avoid handing off the printed pieces to another vendor to complete a project, eliminating an extra step from the production process. This can enable printing companies to better meet tight customer deadlines or complete rush jobs seamlessly. Additionally, printing companies that make the switch to offer variable data printing solutions via variable data printers typically do so because they already know who their potential customers are, including what they are printing, their target market(s), their messaging and other critical factors. Understanding that information allows them to contour their sales pitch to stress the benefits of time and potential cost savings, as well as increased quality control, because the entire project can be handled by a single vendor. Adding Variable Data Printing Commercial printing companies already possess a wealth of knowledge regarding printing nuances such as resolution, image placement and digital file management. Drawing on that knowledge makes the addition of a printer for variable data printing and addressing purposes a much more seamless process. In addition, many commercial printers today already have bindery operations, which can include capabilities for variable data imaging. Therefore, the extension to off-line or post-press direct mailing may not be that far of a stretch in the competencies of the commercial printer. OP E R A TI ON S Commercial printing companies offer mailing services to save customers time and cost By Jason Lund ncreasing profitability and revenue is the most important objective for any business — and that’s especially true for commercial printing companies. The process of achieving that goal usually means the owner of a printing company faces a fork in the road, with one path focused on luring new customers to the current lineup of products and services and the other geared toward offering additional services to current customers. Making the right choice comes down to a multitude of factors, including everything from available manpower to the current state of cashflow. Commercial printing companies that opt for introducing additional services are enjoying success by adding variable data printers to their operations, which affords them the opportunity to print high-resolution alphanumeric information, as well as graphics, logos and other data, at today’s high production speeds. By adding the ability to code variable information onto print jobs, such as mailing addresses, barcodes and graphics, printing companies are offering their customers a more bundled solution and essentially becoming a singlesource supplier for many of their marketing efforts. For example, commercial printers now have the ability to: • Print a direct mailpiece • Attach, insert and fold the mailpiece • Apply the addresses and indicia • Apply a personalized marketing message • Deliver the printed pieces to the mail stream • Maximize postal discounts through customer list management • Verify the validity of postal codes I
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