Using variable colour printing has a significant effect on the success of direct marketing depending upon which industry it is used in, a survey has found.
According to a study by CDMS, about 39.1 per cent of direct mail uses variable colour printing – and this figure is expected to grow to some 48.2 per cent by the end of the year.
The results of the survey, published on website UTalkMarketing.com, also showed that the industries most likely to use variable colour printing were those which depended upon brand values or sold aspirational products.
The travel industry was found to use variable colour printing most frequently, at 43 per cent.
Retailers followed at just over 41 per cent, with hotels in third place 39 per cent.
At the opposite end of the scale, utilities and insurers are using variable colour in their direct mail least of the sectors studied, with telecoms also returning a low score.