Advancements in inkjet technologies have transformed how direct mail is produced. We’ve come a long way from generic direct mail addressed to “current resident.” In the 1970s and 1980s inkjet addressing systems were limited to text address blocks. They ran slowly and the resolution was very low.

Next-generation inkjet heads improved high-speed addressing and barcoding for matching, delivery and mail tracking. Further advances in inkjet heads and ink formulations enabled hybrid direct mail solutions with inkjet heads mounted over offset presses. This type of configuration still facilitates high speed variable data and versioning of direct mail content.

For the last ten months my colleague, Mark Fallon, and I have been working with an in-plant to assist their team in right-sizing their print operation. In the utility sector, Salt River Project, (SRP) is a community-based, not-for-profit water and energy company. SRP provides reliable, affordable water and power to more than two million people living in central Arizona.

Many changes were underway at SRP.

Many sales teams are challenged in the current business environment to connect with customers and prospects. New sales are harder to find and harder to close. When I ask sales teams about who they plan to contact for referrals [always ask for referrals], often they speak about customers who buy specific types of print jobs.

Advances in wide-format and grand-format printing; a growing number of new substrates for indoor and outdoor signage; and the popularity of vehicle wraps and wall coverings means that designers can now think big. So big that sky is the only limit.