New digital printers used in the production process of direct mail could help with the personalisation of items, according to one expert.

Gilles Biscos, president of UK and Finland-based digital market research firm Interquest, has highlighted the advantages that the new generation of inkjet digital presses could bring to direct mailing services.

The new machines operate at high-speed and can easily accommodate the personalisation of millions of letters.

Mr Biscos said: “What’s going to help digital is the desire of mailers to personalise their offers, particularly with colour.

“More marketers are using integrated campaigns that combine direct mail pieces with the internet or email and these efforts are personalised.”

In other direct mail news, the motor industry has continued its love affair with the medium.

Marketing Week has reported Volkswagen’s attempt to compete with rivals Suzuki and Volvo by launching a direct mail campaign.

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