Interquest: Digital direct mail volume still growing

Share this content:

While direct mail volume is declining overall due to cost increases and the current state of the economy, research firm Interquest Ltd. predicts the volume of direct mail produced on digital presses will grow 2% to 3% per year annually from 2008 to 2013.

“What's going to help digital is the desire of mailers to personalize their offers, particularly with color,” said Gilles Biscos, president of Interquest. “More marketers are using integrated campaigns that combine direct mail pieces with the Internet or e-mail, and these efforts are personalized.”

Facilitating the growing use of personalization is the introduction of a new generation of inkjet presses that combine many of the benefits of offset printing with those of digital printing.

“With the arrival of the new high-speed inkjet digital presses, people will move away from using offset printed shells [in their direct mail campaigns] and will use inkjet presses to print the entire piece,” Biscos said.

With new inkjet presses from HP, Océ, Kodak and others offering quality, speed, low cost per piece and the ability to produce tens of millions of pieces per month, Biscos expects to see more printers adding personalization to their skill set.

“These high-quality inkjet presses are going to be used by large commercial printers that haven't been that involved in digital color direct mail printing so far,” said Biscos. To date, the field has been dominated by direct mail printers such as DME, Direct Group and Anderson Direct Marketing, to name a few.

Interquest predicts full-color single-pass digital output will increase from 8.58 billion impressions in 2008 to 22.53 billion impressions in 2013. By 2013, full-color digital output will account for one-third of digitally produced direct mail, and digital output overall will account for approximately one-fourth of all direct mail printing.

close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above