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Our Latest Advancement to Increase Response Rates

Jim Andersen

As you may have seen, this morning we announced the addition of an Inveloper® wrap-based finishing system at our Chanhassen facility. We believe this technology will have a strong impact on our customers’ return on marketing investment (ROMI). But that is just one of the many reasons that everyone from our creative team to our customers is excited to see the Inveloper in action.

The first reason is the anticipated impact the Inveloper will have on the success of our customers’ direct mail response rates. By integrating with our digital print technology platform, outer envelopes can be more personalized and highly tailored to each recipient’s interests. If you’ve followed Mike Dietz’s articles on open and response rates, you know that the envelope is the ultimate gatekeeper. If it doesn’t pique the recipient’s curiosity and convince him or her to break the seal, it doesn’t matter how great the offer is inside. The contents of each package can also be more tailored to each recipient’s interests through selective inserting. This increases its relevance and likelihood the individual will respond to the offer.

Another reason is the production efficiencies the Inveloper provides. The Inveloper uses personalized or generic preprinted roll paper stock to wrap around the contents of the package, before sealing it to create the “envelope.” This streamlines production of snap-pack style packages and complex self-mailers.

This was not an “off-the-shelf” purchase. Our team put a tremendous amount of thought and preparation into the final procurement. We worked closely with CMC Machinery in Italy to design and test a customized solution that meets the particular needs of our customers and the market as a whole, both now and in the future.  For example, IWCO Direct’s Inveloper installation includes the ability to personalize and affix promotional or membership cards as the mailing package is being assembled. We have the flexibility to add further options in the future such as inkjet personalization, window die cutting and patching, and unique flaps.

We will be positing a video of the Inveloper in action on SpeakingDIRECT in the near future. In the meantime, if the Inveloper has piqued your interest and has you thinking about how it can impact your direct mail campaigns, please contact your sales representative or send us a note with any questions or ideas you may have.

link https://www.iwco.com/blog/2014/07/09/inveloper-increase-direct-mail-response-rates/
Jim Andersen

Author

Jim Andersen

Chief Executive Officer and graduate of American University in Washington D.C. Bringing the “we versus me” philosophy to IWCO Direct for nearly 20 years. 2010 Harry V. Quadracci VISION award winner from the Printing Industries of America and 2008 Printing Impressions/RIT Printing Industry Hall of Fame inductee. Avid golfer and NY Football Giants fanatic.

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