Back in 2007, industry analyst InfoTrends predicted that high-volume digital press revenues in the U.S. would grow to $13.5 billion by 2010, from $3.5 billion in 2006. That forecast appears ahead of target, as millions of digitally printed, four-color direct mail promotions now flow into the postal stream daily. What makes digital printing so superior for creative direct mail marketers? There are six reasons, according to Crystal Uppercue, marketing manager at EU Services, a full-service direct marketing production facility:

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1. When using a digital press, the content can be changed for every document printed (otherwise known as variable data printing).
2. Digital’s quick set-up time means that direct mail marketers can now afford to print short-run, four-color direct mail campaigns.
3. Digital print applications can be produced in almost any size. Some equipment can print images as wide as 16 feet, and larger images can be produced with tiling.
4. The increasing cost-efficiency of short-run jobs facilitates just-in-time or on-demand printing.
5. Digitally printed materials can be stored electronically, making updates and revisions easy.
6. In a fast-changing world, the notion of stockpiling is no longer valid, and overprinting, spoilage, and inventory storage costs are a thing of the past.

Although digital printing is getting more cost-effective every day, applying an abrasion-resistant, ultraviolet-cured coating to a four-color direct mail piece is worth the additional investment, Uppercue says. In short, self-mailers, like direct mail postcards, which are particularly exposed in the postal stream, get through the grind in much better condition when coated. The gloss levels can even be varied and texturized to produce surfaces like alligator skin and sand.

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