Smarter Direct Mail: Advances in Print That Can Boost ROI
I've been seeing more brands incorporating digital print - also known as print on demand - in their communication and marketing mix. Here's why:
- Increased customization with 100% variable content delivered at full press speed and quality - customers (and prospects) can receive differentiated images, text and offers based on available intelligence derived from data about those customers.
- Time and cost savings because of less waste and spoilage, and there is no needed plate changes and no preprinted stock inventory to be stored. Production processes are far more efficient, and overages are absent.
- Deeper postal discounts thanks to electronic, automated mail piece commingling that is done prior to printing.
- Decreased time to market via a complete high-speed digital production process that starts with white paper and ends with fully customized mail - in line and without job stops and starts. In some vertical markets - retail, real estate, financial services, for example - speed in communication matters, depending on the purpose of the communication. Having such speed in hardcopy communication can elevate customer engagement and response.
With this latest advancement in personalized direct mail variable data print, direct mail makes a serious impact. For example, the HP T230 Inkjet Digital Press, HP pigment and inks and HP print heads produce sharp text, images, graphics and 100 percent variable content in high-quality, four-color (CMYK) production print. (Other manufacturers have similar offerings as well.) That's not something printers could do 10 years ago.
Today's digital presses can create offers that are unique and relevant for each individual, print short runs at no extra expense, receive maximum postal discounts with up-front commingling, print personalized URLs and QR Codes for a multichannel strategy, require no plates and no film—it's all digital—and what used to take days can be done in hours. They save money by reducing on-hand inventory storage and get pieces into the mail stream faster with end-to-end processing.