The digital versus offset dilemma is a classic many marketers find themselves faced with at some point, as choosing the right direct mail printing method requires taking into account various factors. Having trouble making the decision yourself? We’re here to help!
Read on to discover the pros and cons of offset and digital direct mail printing, as well as one savvy way to have both printing methods meet in the middle.
Digital or offset? It all starts with knowing your numbers
First things first: how many prints will you be needing? Many people believe offset is the cheaper option because it is the go-to method for newspaper printing, while in fact offset only becomes more cost-effective than digital when there’s more than 10,000 pieces to be printed. Offset, after all, comes with high setup costs.
Consider your deadline
Next to the number of prints, you also need to consider your deadline. As digital doesn’t evolve plate-making, a digital printing process has a significantly faster turn-around time than offset.
While offset printing used to be unmatched in terms of quality, digital has come a long way. Xeikon’s digital presses, for instance, are renowned for their 1200 dpi quality and extended color capabilities.
When direct mail printing gets personal
Much of your direct mail campaign’s success relies on you making sufficient use of the format’s endless possibilities for personalization. Evidently, each of your direct mails is going to be addressed differently. However, you’ll need to get even more personal if you want your campaign to really stand out these days. Which you can, thanks to variable data printing. This cunning piece of technology enables printers to produce a virtually endless amount of prints containing unique, personalized images and various other types of data all in one run.
Variable data printing
As you may have guessed, variable data printing is a digital printing technology. The very nature of the offset printing process does not allow for single piece personalisation.