The American Express Mess

 

Four Automated Print Dos and Don’ts

As companies look to automated marketing tools to improve their speed to market with relevant communications, they will want to be careful not to equate “automated” with “unsupervised.” To effectively leverage the benefits of automated print workflow, marketers need to take heed of the following dos and don’ts presented by Jim Liszewski, president and COO of Dallas-based digital print provider WMSG Inc., at last December’s NCDM conference in Las Vegas. DO … Anticipate future program data requirements. When in doubt, add the data field. DON’T … Change data characteristics when submitting files to your print partner during the duration of the program. These include file type,


The American Express Mess

What triggered this column was a letter to this publication from Anthony Greene in London on my musings last week about how to gussy up important e-mails in order to give them gravitas. In our exchange, he wrote: Thank you, Denny. A nice and utterly relevant piece. Your story about the Ticketmaster e-mail, and how much you appreciated their thoughtfulness, has reminded me of what I regard as one of the greatest missed opportunities in the history of marketing. Every time I use my American Express Centurion Card I cannot help but notice the following words printed on the front, “MEMBER SINCE 82”. So,