Personalized color printing is the direction of direct mail business letter
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As an important part of direct marketing, the direct mailing letter (various bank statements, telecom bills and various brochures) has been increasing in volume. Among them, the various advertising information contained in the business letter has also been greatly increased. The printing method of pre-printing and then black-and-white variable data printing can no longer meet the needs of market competition. This will give a variety of product vendors, business letter makers, equipment suppliers what kind of business opportunities, I am afraid the industry understands. So, how will merchants face this fierce competition? How to find a place? Here I discuss with you.
The status of direct mail business letter
The current status of direct mail business letters in China lags behind that of developed countries. With the rapid development of direct marketing in developed countries and regions such as the United States, Europe, Japan, etc., a variety of direct mail business letters and personalized brochures can be seen everywhere. For the US retail industry alone, in 1991, US direct marketing sales accounted for 80% of total retail sales. In recent years, the average annual growth rate of direct marketing sales in the United States is 10% to 15%, which is twice that of the traditional retail industry. In fact, direct marketing has been carried out in China for about 10 years, but there has not been a systematic theory to guide, all in the process of exploration and trial. In the process of slow development, direct marketing has begun to take shape, but the popularity is very low. The current form is limited to direct mail marketing, magazines, newspaper marketing, TV marketing and online marketing. As an attractive retail approach, direct marketing will be favored by more and more companies and consumers.
Printing of China's direct mail business letter
The direct mail business letter printing that has arisen in recent years is mainly based on pre-printing in China, that is, the information advertisement to be conveyed is printed on the back of letters and business letters by traditional printing methods, and the billable information is passed through the laser. Or print on a dot matrix printer. Judging from the current printing status of commercial letters in China, this printing method uses the traditional commercial single-sheet printing mode. In the strict sense, it is not entirely in the category of ticket printing. Recently, the “return of the bill printing industry” in the bill printing industry refers to the integration of digital processes and data-based printing modes into the direct mail business letter printing, as a useful expansion and development of bill printing.
We know that the printing threshold for making variable data business letters and bills is very high, and it can't be done by small investment. Even if a small company can undertake direct mail business printing, it must have advanced Confidentiality measures (bank, postal, telecommunications data cannot be lost or leaked). Therefore, the transition from traditional printing to direct mailer bill printing requires a certain comprehensive foundation: strong financial resources, reliable security measures, digital printing process management production capacity, and advanced variable data printing equipment. Undoubtedly, commercial paper printing enterprises with digital printing foundation, strong confidentiality, large-scale, and integrated production have unique advantages in entering the direct mail business letter printing field.
1. Personalized data processing software for direct mail business letter
In the business environment, the establishment and development of existing customers and potential customers, can not be satisfied with the general way of communication, must establish a large amount of information, information, personalized communication, in order to attract customer interest. Take GMC's personalized data processing and design software PrintNetT as an example. Like PrintSoft's PReS software, GMC's PrintNetT software provides a seamlessly integrated platform for variable data processing, synthesis, and production. For a variety of variable text, photos, graphics, barcodes and combined data and calculation data. With powerful functions for processing a large amount of variable information and conditional logic editing, it is specially made for each recipient, and truly one-to-one promotion, so that the direct mail business letter personalized value-added services can be fully realized.
2. Classification of direct mail business letter printing
According to the status quo of China's direct mail business letter printing, according to the color classification can be divided into monochrome, color printing; according to the printing method can be divided into single, reel printing; according to the typesetting can be divided into traditional and digital (traditional plate making) And variable data mode) printing; according to variable data printing, it is divided into laser and inkjet printing.
(1) Monochrome printing - traditional direct mail business letter printing
Variable data printing is performed on the surface of pre-printed direct mail merchants. Common printing products include variable envelope names, bank statements, and postcard printing. At present, many postal business letters in China are generally printed in this way. The printing equipment mainly used is divided into laser type and ink jet type. Laser equipment has KodakDigiMaster, IBM, Fuji Xerox, NIPSON, Océ, HP and other brands. Inkjet equipment includes KodakVersaMarkDS series, HP thermal bubble printing series, BUSRO, EFI and so on.
(2) Color printing - the road of future development of China's direct mail business letter printing
With the rapid development of China's economy, the service level of all walks of life is also improving. In the service industries facing a large number of customers, such as telecommunications, banking, insurance, and public utilities, there are a large number of business letters that need to be mailed to customers, such as telecom companies. Bills, call lists, bank card statements, insurance company premium payment reminders and other types of business correspondence. In particular, a large number of bills for banking, telecommunications and other industries need to be completed in a short period of time, and an industrial printing system must be used. Due to the limitations of the data at hand, the focus is on the VersaMark series of color inkjet systems in the United States, as an example to introduce our business letter printing equipment.
At present, the domestic color business letter printing business is still in the development stage, and the business data processing and data analysis are still in the exploration period. According to the author's understanding, at present, four companies in China have adopted this variable data printing technology in the true sense to handle the direct mail color business letter business (mainly from postal, telecommunications, banking, etc.), they have purchased Kodak respectively. Wanyin VersaMarkVT3000, VJ1000 high-speed color and monochrome direct mail business letter inkjet printing system.
Color enriches our daily life and highlights the personalization of direct mail business letter printing. We see that the current printing needs are increasing, but it has not yet achieved 100% color printing in the true sense. Many companies are still printing in black and white. They don't like color printing, nor color printers that don't meet the needs of color printing. The expensive cost is prohibitive for users. Even users who have purchased color printers cannot worry about cost. Feel free to print in color. Therefore, to popularize color printing, it is necessary to reduce the cost of color printing. KodakVersaMark high-speed digital printing system allows users to change from initial monochrome printing to color registration and color printing according to market environment needs or needs. Simply add a print module to the original device to achieve 100% variable data printing, which is not possible with traditional laser printing. The KodakVersaMark high-speed digital printing system performs full-color printing in accordance with business requirements with black-and-white printing costs, and water-based environmentally friendly inks are inexpensive to print, which makes the colorization of bill printing a reality.
Color printing at the cost of black and white printing will achieve two major advances. Color printing can be achieved first. In the past, this was not even considered due to cost factors. Color ads can now be printed on the phone bill. Second, some advertisers can be tapped from local advertisers, such as pizzerias, KFCs, McDonald's, car beauty companies, etc.
3. China's direct mail business letter printing development should be based on actual conditions
China's variable data direct mail business letter printing is still in its infancy, direct mail in China is still a state of its own, which is undoubtedly a bottleneck in the development of direct mail, in addition, how to resolve the contradiction between direct mail and personal privacy is also An important issue. It is understood that the United States has specific legal provisions to support the promotion of this marketing tool, and China has no specific legal provisions to resolve the contradiction between personal privacy and company data collection. In view of the actual problems we are currently facing, we can neither blindly copy foreign experience nor derail the world's advanced models. Personalized direct mail business letter printing can't be quickly achieved. We must proceed from reality and must solve the advertising company. , banks, telecommunications companies, direct mail business letter printing companies and other aspects of the problem, the search for a "color, variable, multi-winning direct mail business letter printing development path in line with China's national conditions.