Client Markets Accept Variable-Data Printing

The latest TrendWatch survey data from creative markets indicate that variable-data print jobs are gaining ground. The bulk of jobs produced, as reported by 49% of survey respondents, are full-color, variable-image, and variable-text jobs; this is followed by simple addressing/mail-merge jobs (46% of respondents), preprinted offset shells customized with digital printing (38%), and versioned jobs (25%).

Overall, 43% of creatives in the survey report that variable-data work is increasing, with 39% reporting that volumes are at least holding steady.

Six basic printing technologies are used to output personalized, customized, variable-data types of targeted print jobs: multiple output devices (26%), digital color presses such as HP Indigo or Xeikon (24%), traditional offset presses (22%), desktop ink-jet/laser printers (12%), color copiers (12%), and direct-imaging presses such as Heidelberg's Quickmaster DI (4%).

The primary benefits of personalized, customized, and/or variable-data jobs, as reported by design and production firms, are higher response rates (42%), lower total costs (21%), improved customer satisfaction (19%), improved corporate image (15%), and higher per-order value (3%).

On the other hand, survey respondents report, the principal barriers to producing variable-data work include: cost (39%), database quality (36%), print quality (25%), technical skills needed to implement (20%), marketing savvy (19%), no demand from clients (13%), binding and finishing capabilities (7%), and digital infrastructure (6%).

Creative professionals' interest in variable-data printing as a sales opportunity increased from 5% to 9% in the latest survey.