BURNABY, BC—Mail-O-Matic boosted its direct mail business with the purchase of six Konica Minolta Bizhub Press C8000 colour digital presses in 2011.

According to president Scott Thomson, trends in personalization over the last 15 years and the recent increased demand for more colour variation capabilities pushed the expansion of Mail-O-Matic's equipment roster. The case was spotlighted in a recent Konica customer success profile.

Because the purchases were warranted by client needs, costs were reasonable. "The biggest expense comes from consumables anyway," Thomson said. "They're not million-dollar machines. They're relatively around $150,000-$200,000, and it all depends on how much you put through them. If you're putting stuff through them, [then it means] you're charging the customer; if you're not putting anything through them, you're not making any money."

Since the purchases, Mail-O-Matic has streamlined workflow, reduced waste by eliminating its reliance on pre-printed forms, and increased print volume by 500%, according to the customer success profile. (Download a PDF of the case study here.)

To fit the fleet, the company knocked down some walls in its 30,000 sq. ft. facility and extended the production floor. "It's a controlled, air conditioned room that runs all those Konica Minoltas," Thomson said.

Established in 1967, Mail-O-Matic provides mailing and direct marketing services for clients in North America. Adapting to market changes has been a key strategy for the business over the years. It purchased its first colour production print system in 2007.

While the internet has eaten much the industry's transactional mail business, Thomson notes that the company's focus on advertising mail has kept it in a good position. "If people get advertising mail on their computer, they're just going to click it into the garbage," he said. Whereas with actual printed mail, consumers still look at or read an ad before disposal, he said.

As for any more equipment additions in the near future, Thomson said there are no plans in place. "But if a good deal comes along, we'll buy it."