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Enhanced Marketing Technology Drives Capability, Capacity, and Efficiency

Matt Shanahan

We’re always on the lookout for new marketing technology that will make us more efficient and our clients more successful. What drives our technology enhancement decisions? In most cases, capability, capacity, and cost are all major factors in the equation. Another key factor is understanding what consumers respond to and what our clients tell us they need in order to achieve success with their target audience.

Finding solutions to meet these needs means constantly exploring technology to look for fresh, flexible technologies to expand our capabilities. However, onboarding entirely new solutions can create challenges when also striving for the greater efficiencies needed to increase capacity and reduce costs. Finding a balance between these two trends is always fun, but not always easy. And then there’s the element of timing; sometimes being the early adopter gives us a competitive advantage, while other times it is more advantageous to wait for the marketing technology to evolve. For all of these reasons, we are continually exploring all our technology options.

Personalization Technology Drives More Successful 1-to-1 Marketing Campaigns

At the beginning of this year, we rolled out an expansion of our full-color envelope personalization. This expansion increases our overall capacity and enhances our digital workflow. It also supports the ongoing journey and migration to full-color personalization to support 1-to-1 marketing campaigns.

We have been actively testing and evaluating various full-color card personalization technologies. This is a key area to complement our already broad full-color letter and envelope personalization capabilities. We are looking at various full-color digital printing devices, as well as different finishing options to die-cut and affix the cards to the letter.

Ensuring Match Integrity of Personalized Components

One key to bringing all these personalized components together is making sure they all match and are for the same recipient. While there are a few different approaches, commonalities include barcodes, cameras, and integrity systems. These technologies ensure we are meeting critical quality requirements, but add to design requirements (such as barcode placement and clear zones) and can make production setups more complex.

New Approaches Keep Marketing Technology Enhancements Coming

Despite all the changes to how work gets done in the midst of a pandemic, IWCO Direct remains committed to finding new technologies and enhanced workflows to make our clients’ marketing campaigns more successful. Phone calls, videos, video chats, webinars, etc. have become the new ‘norm’ and replaced the expo shows and technology center visits for researching equipment. What used to be a simple demo video to decide if we would travel for a live demo is now being replaced with videos that are more extensive.

While we miss being able to inspect the equipment firsthand with a knowledgeable team, we know we need to keep the marketing technology pipeline full. As marketers re-engage with prospects and customers, direct mail is positioned to be one of the most effective channels to drive response.

Want to discuss where your direct mail technology needs are headed next? Drop me a line.

link https://www.iwco.com/blog/2020/07/01/marketing-technology-drives-capability-capacity/
Matt Shanahan


Matt Shanahan

Director R&D/Production Engineering and graduate of the University of Wisconsin – Madison. Bringing the philosophy of “anything is possible with the right planning and resources” to IWCO Direct for over a decade. A sports and outdoor enthusiast, two of his greatest passions are the Metropolis Rugby Club and hiking with his family.

More Posts by Matt


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