ASKING THE RIGHT QUESTIONS ABOUT VARIABLE PRINTING
As a savvy marketing director, your goal is to get your variable mailers printed for a competitive price and with a provider that gives you excellent service, right? And the more you know about your printing options, the more you can compare apples to apples on pricing, print time and flexibility from different vendors.
That’s right, you may use a fully digital product (dry toner applied with heat) that takes a blank piece of paper and prints all your variable data and full color graphics in one print pass or you can print a static mailer on an offset press (wet ink on paper) and then come back in a second digital pass to apply your variable offers in specified locations on the mailer.
Which is better, full color digital print or variable laser print on an offset shell? The answer is YES! Both methods create an opportunity for personalization and that is always better in direct mail. Let’s take a look at both options and compare.
Digital Print – Excellent photo-like quality on every piece.
Offset Print – Excellent photo-like quality on every piece.
Digital Print – Typically lower in cost at low and mid-range quantities due to fixed cost of clicks at all quantities. The reduction in cost per piece at high quantities may be lost.