Special Report Case Study Relevance Is Key at AutoNation
To customize the contents of the follow-up direct mail piece, DME uses Xerox's iGen3 Digital Production Press, which allows it to affordably print full color pieces in small quantities. By using an 81⁄2˝ x 14˝ form instead of an 81⁄2˝ x 11˝ form, it can print the letter and a personalized coupon in one pass. The coupon then is trimmed and nested in the letter as an insert.
Within two months of adopting a personalized approach to the multichannel service program, Zientarski says AutoNation realized an 8 percent improvement in response.