Digital printing is the direct conversion of a digital image on the computer to paper in a digital printing press. Unlike a traditional printing press, it prints with toner instead of ink. This makes it possible to print variable texts and images on paper. N=1 means that, in principle, every recipient can receive a personalised direct mail with texts and images tailored to the recipient. Think of a letter with an image of a recently purchased pair of trousers, as well as images of blouses that fit the purchased trousers perfectly.
Except for very low print runs, digital printing is more expensive than traditional printing on a printing press. For printers, the digital printing press is therefore an efficient solution for small print runs without variable images and texts. But even if the additional costs for digital printing with variable texts and images ensure a significantly better response rate, and these costs exceed the additional expenditure, then digital printing is the right choice.