Digital printing occupies an important position in bill printing because it can realize variable data printing. In financial, telecommunications, insurance, direct mail and other industries, digital printing has been increasingly widely used, especially the development of color digital printing, making banks, Telecommunications and other industries have provided new levels of customer service. Taking bank credit card bills with an annual growth rate of up to 40% as an example, with the development of database technology, variable data printing software and digital printing equipment, credit card bills have also evolved from monochrome printing to colorized and personalized. The evolution of color printing, two-color printing to full-color printing, and the content has gradually evolved from simple fixed information printing to variable data printing that includes personalized information, customer-specific analysis charts, sender's marketing advertisements, and other advertisements.
Some people have done statistics abroad: the response rate of monochrome mails with only constant information (hereinafter referred to as type A mails) is 0.46%; the response rate of monochrome mails with recipients' names and addresses is higher than that of type A mails 44% higher; color emails with only constant information have a 45% higher response rate than category A emails; full-color emails with recipient names and addresses have a 135% higher response rate than category A emails; there are recipient names And the address, the four-color printing and the application of database information (hereinafter referred to as type B mail) have a response rate 500% higher than the type A mail. Obviously, if the bank directly mails credit card bills with the characteristics of type B mail to customers, it will undoubtedly receive good results.
This shows that direct mail, digital printing, and bill printing are inextricably linked. Direct mail is a way for bill printing companies to provide integrated services and value-added services to their customers. Direct mail brings bill printing companies New development opportunities; commercial bill printing companies are the main partners of the direct mail industry; and the hardware equipment that supports bill printing companies to complete personalized, color bill printing is high-speed color digital printing presses. Relevant persons of HP Indigo Company have stated that from 2004 to 2006, the annual growth rate of HP Indigo digital printing machine direct mail printed matter output reached 57%. From this, we can foresee the development prospects of digital printing in the field of direct mail printing.
The development trend of color digital printing machine
Professor Frank Romano of Rochester Institute of Technology in the United States has been studying the development of digital printing for many years. In early 2007, he wrote that since the advent of color digital printing machines in 1993, there have been approximately 140,000 installed color digital printing machines (speeds of 35 or 40 pages / minute or more) worldwide.
The combination of high speed and high quality is the goal pursued by today's color digital printing machine manufacturers. In the future, the automation of digital printing machines will be higher, the operation will be more convenient, the output consistency of the printing machine will be better, and the speed will be faster. The speed of the single-sheet digital printing machine will reach more than 100 pages / minute; the speed of the web digital printing machine will reach more than 150 pages / minute.
The application of digital printing in the United States has developed rapidly. According to statistics, 69% of commercial printing companies and express printing companies in the United States already have digital printing machines. However, many bills are still printed using a combination of traditional offset printing and digital printing. According to Professor Frank Romano, about 90% of transaction bills and 85% of direct mail products in the United States are currently mixed. That is, pre-print the color graphics and texts by the traditional printing method, and then use the digital printing machine to print the variable information on the pre-printed bills. Of course, with the introduction of the new color high-speed digital printing press, some bill printers no longer use the "pre-printing + variable data printing" method, but completely use the digital printing machine to print the above-mentioned B Commercial paper with mail-like features. In short, in order to realize high-speed variable data bill printing, in addition to the digital printers that can meet the requirements, a corresponding database and variable data printing software are also required.
Digital printing is a service
There is no doubt that digital printing is becoming more and more widely used in the direct mail and receipt printing industry, and digital printing has increasingly become a factor driving the success of direct mail and receipt printing companies. According to the US NPES forecast, by 2011, the global printing industry output value will reach 721 billion US dollars, of which, digital printing output value will reach 154 billion US dollars, the proportion of digital printing will account for 21.4%. In the output value of digital printing, inkjet printing will account for 45 billion US dollars, and electrophotography digital printing will account for 109 billion US dollars.
Whether an enterprise should choose a web digital printing machine, a sheet-fed digital printing machine, a toner type digital printing machine, or an inkjet printing machine depends on the actual printed products of the enterprise and the requirements of customers. Do you value printing quality and color, or printing speed? Once you choose a digital printing production equipment, you also need a corresponding database and supporting variable data printing software. The digital workflow is also very important.
The enlightenment from many successful cases at home and abroad is that companies can not only adopt digital printing as a new technology to achieve success, but should regard digital printing as a service-based business model, direct mail Or digital printing companies can provide their customers with more value-added services, and by providing more and better services to customers, companies will also obtain greater benefits.
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