Direct mail is one of the “sweet spots” for today’s production inkjet presses. Denver-based HP print evangelist Pat McGrew recommends print service providers conduct audits of their current capabilities, then map those capabilities against what it takes to manage a high-volume campaign. “Direct mail marketers want to know PSPs they select can protect their data. PSPs should examine how their company receives job requests,” she said. “A review of data management practices will reveal if the company is meeting all of the requirements, including clients’ privacy standards.” Clients and prospects also seek to understand the services PSPs offer. PSPs should not limit themselves to only accepting print-ready files, Market Focus: Direct Mail By Jeffrey Steele broad spectrum of opinions. They addressed the advisability of offering file preparation as a service, and the opportunities to be had transitioning from a two-step to a “white-paperin and full-color-out” workflow. They discussed the advantages of assisting clients in going beyond the printed page and discussed the need for PSPs to move from the role of vendor to that of full partner. Here, at greater length, are some of their insights. Conduct an Audit To capture a substantial segment of the digital direct mail market and highlight the advantages of high-volume production inkjet for direct mail marketing, The true value of high-volume production inkjet digital printing is its ability to leverage factors that include process automation, just-in-time manufacturing and personalization. That said, how can print service providers employ these benefits to ensure they’re getting a large piece of the digital direct mail market? We put that question to a handful of industry figures expert in inkjet, and came back with a refreshingly After identifying who Nickelodeon’s best customers were, RICG was able to target them using variable imagery content and Nickelodeon branded characters. MyPRINTResource.com Inkjet’s Age | June 2015 17
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