The Economics Of Ink-jet Addressing
ACROSS THE street from my office, I noticed one of our neighbors preparing his race car for the local speedway track. Admiring his sleek speedster, and always interested in going fast, I asked, "How much does a car like that cost?" His smile nearly grew to the width of this face before he replied: "How fast do you want to go?"
I realized then that, for the most part, price is proportional to speed; the more you pay, the faster you can go. His wisdom meant more to me than just a race car. The racer's comment lingers when I see my ink-jet printer addressing mail and sorting at speeds in excess of 50,000 pieces per hour (pph).
Of course, the cost of mailing equipment is a serious consideration. But when considering ink-jet addressing equipment, speed is more important than the price tag. Consider the economics of the matter: With greater throughput per hour, one can turn jobs around faster. That will allow more help to be hired, which increases capacity. With greater throughput on an ink-jet printer, one can meet a deadline, frustrate a competitor, gain more market share, build the brand, reduce expenses and improve profit margin. The economics of ink-jet addressing show that when making the commitment to addressing mail, performance and flexibility can outweigh price.
For the purposes of this article, ink-jet equipment consists, in progressive order, of:
• The feeder
• The base that handles the mail piece
• A print head or print heads
• A dryer (optional)
• A conveyor
When considering any piece of equipment that handles paper, it's important to consider the wide array of possible mail pieces. Ink-jet addressing equipment is primarily designed to print the address on a mail piece; yet most ink-jet print heads provide the ability to print other text or graphics as well. A mail piece, then, could be an envelope or a self-mailer, such as a newsletter, postcard or folded brochure.