ImageStream 3500 McGrew said. “The money is in the ability to offer file preparation as a service, and that takes planning,” she reported, adding PSPs who provide only print-ready files should ensure they can automate as much of the process as possible. Even in a PDF workflow, however, client files often arrive with challenges. HP urges doing an audit of the job on-boarding process to ensure the company can identify challenging problems when they arrive and document the process for quick resolutions. The process should include interrogating files to ensure they meet resolution requirements, are color managed for the environment and are designed for the intended finishing. To streamline workflow, scheduling tools help optimize print schedules and ensure service level agreements are met. HP recommends those PSPs who do offer file preparation perform audits of the current state of their tools. Are all upgrades and maintenance patches applied? Do the tools make it easy for customers to develop variable jobs?” “The move from static to simple segmentation is fairly simple for most companies,” McGrew said. “It doesn’t take much data and it allows the client to think about their customers in terms of buyer personas. Segmentation can be as simple as age divisions, regional variations or based on product purchases. “Moving to more complex forms of personalization requires tools to take advantage of data-mining results, as well as the ability to manage image and content objects to be used as the result of data. These are good starts to getting that larger piece of the digital direct mail market.” Leverage “Huge Opportunities” Speed, quality and better affordability mean inkjet can deliver on unique value propositions for critical applications, said Sheri Jammallo, corporate enterprise segment Melville, NY. In transaction/transpromo and direct mail, inkjet facilitates the end of preprinted forms. Once, many transaction and direct mail print applications were created in two steps. Step one meant creating preprinted offset forms with logos, branding, tints and other color design items. In step two, the monochrome variable data was then digitally overprinted on the offset form. Today, the production of transaction documents and direct mail in digital full-process color is taking hold using a “white-paper-in/full-color-out” workflow. This eliminates the need for preprinted shells and facilitates the creation of full-color digital transaction and direct mail pieces, Jammallo said. This single-step process reduces the time to market for direct mail campaigns from design through distribution. But that’s just the start. It also eliminates standing inventory of preprinted forms, ends obsolescence of forms when branding changes, optimizes postal spend by turning inserts into “onserts,” and makes it possible to deliver highly relevant messages in full color. Transactional and financial statements are the most read of all direct mail pieces by far, Jammallo explained. Consumers open 95 percent of bills and statements and spend three to five minutes reading each. “That presents a huge opportunity to reach potential customers,” she said. “Reaching customers is exactly what transpromo, or statement-based marketing, can help achieve. This clever strategy transforms transactional documents and financial statements into powerful marketing tools by placing promotional, educational, and informational messaging alongside the customers’ transactional data.” Go Beyond Simple Print To capture more direct mail, PSPs must add value beyond the simple production of the printed page. So said Tod Viniski, worldwide marketing manager within the Graphic Communications Business Group, working on the Workflow and Solutions Team at Xerox in Rochester, NY. “My customers’ customers are very rarely doing print-only direct mail,” he said. “The communication mix today, whether direct mail, financial or whatever, is weaving electronic communications screens and multi channels. The old paradigm was print plus email. “Today, it’s not just your smart phone. The electronic channel has gone through change because of the explosion of cell phones and tablets. “Electronic is not just a PDF or an email, it’s understanding the operator experience, or the VarioPrint i300 IWCO Direct produced this successful selfmailer on one of its Océ ColorStream 3900 digital inkjet systems as a lead generator for an employee recruitment campaign for its Minnesota and Pennsylvania facilities. marketing manager with Canon Solutions America in as well as print across many devices and cellphone infrastructure, affords certain technology advances.” 18 Inkjet’s Age | June 2015 MyPRINTResource.com
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