To ensure any direct mail campaign is successful, a marketer must first accurately define the target audience, and then understand their needs and wants in order to craft effective marketing messages.

Originally Thompson Direct Marketing had used a traditional hybrid print workflow when producing its direct mail pieces. Shells would be offset-printed at one facility, then sent to Thompson’s printer partner to have the shells overprinted with variable information and mailed.

But thanks to a new print workflow option coming into play following a new press installation, the printer would be able to print, fold and mail Thompson’s pieces all in one process. Everything would be printed on the fly, and no inventory would need to be warehoused. All of the contents of the document, both static and personalized elements, would be printed at once. White paper in, full-color documents out, also known as a “white paper workflow.”

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