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Ink jet is long established as a key digital printing technology for addressing and personalization, especially in North America, the world’s single biggest direct mail market. North American companies with addressing as a primary or secondary part of their businesses spent about $50 million in 2003 on continuous ink jet, piezoelectric, and thermal ink jet equipment. Addressing and mail-related personalization encompass not only these ink jet technologies and companies but also a broadly based end-user marketplace, from businesses and publications that must communicate with the consumers by mail, to small enterprises, schools, and even churches that post envelopes and newsletters in bulk. Over the roughly 20 year history of ink jet in addressing and personalization, the last five years have seen some of the greatest changes, such as:
Meanwhile, the volume of direct mail has continued to grow, spurred by businesses’ ability to mine lists, and to closely figure ROI for this type of marketing communication. Ink jet addressing equipment vendors have benefited as a result. To describe this important market and to predict its future, InfoTrends/CAP Ventures offers Ink Jet Addressing and Personalization: Overview and Outlook, 2004. Scheduled for publication in July 2004, the report is designed to help manufacturers of addressing and personalization equipment and supplies to understand the market and its prospects.
console-based competitors to some piezoelectric and continuous ink jet (CIJ) equipment
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