Smarter Direct Mail: Advances in Print That Can Boost ROI
With single card or simple folded self-mailers, these presses also allow multiple versions to be imaged with complete piece-to-piece personalization effectively commingling the mailing on press. This retains list density that allows for better postage discounts and drop ship entry discounts.
Nearly all brand executions with digital print interact with content management systems, where both creative assets are stored and the analytics-driven business rules and triggers that tap these assets. Such centralization and intelligence enables many benefits: corporate marketing control, the ability to leverage and time multiple contact across channels, trigger campaign capabilities, cloud-based technology for API interface with scalable assets, and individual customer/prospect mapping for location, messages, images and offers. Also, imaging digital interfaces, such as a QR Code, on a personal basis is no challenge at all.
These gains are going to have a profound effect on the future of direct mail, and they are already making a huge difference in what's in consumer mailboxes.
The bottom line is that the latest digital presses allow rapid-response, highly targeted, personalized mail campaigns without the penalty of higher postage.
Charley Howard is vice president of postal affairs for Harte-Hanks, and is editor of its Postology newsletter. Reach him at firstname.lastname@example.org.