Marketers’ needs are evolving. Our clients tell us they require even more focus on data and analytics to drive enhanced personalization and relevance in their messaging; they’re looking for automated tools to streamline the management of marketing content and creative across channels; and their most pressing need is to accelerate speed-to-market. Utilizing the latest in digital print technology is a key to achieving these goals.
Our $50 million investment plan announced earlier this year will enhance our production footprint and augment our marketing services to drive even greater performance and return on marketing investment (ROMI) for our clients.
New Digital Print Technology Increases Speed and Yield
Our investment in state-of-the-art digital print and finishing platforms will strengthen our manufacturing workflow by eliminating waste, improving efficiency, and driving faster time to market through streamlined processes. By reducing steps in the production process, we will substantially accelerate speed-to-market, significantly reducing average cycle time, and cutting days from our clients’ production timelines.
IWCO Direct was one of the first direct mail service providers to adopt digital print technology more than ten years ago, reducing restrictions and adding flexibility for our clients while incorporating more personalization and relevance to their marketing campaigns. Our new technology builds on this foundation by leveraging our data and analytics capabilities to create strategically personalized offers with more customized messaging to attract potential customers, driving more robust response rates and greater ROMI.
This digital print technology will also enable enhanced quality, with twice the resolution of current digital presses. These presses are paper agnostic, eliminating the need for digitally treated paper, providing a wider range of paper options and price points to meet client marketing requirements. All this with increased flexibility and production speed, getting marketing campaigns into the hands of recipients faster than ever before.
Mailstream Postal Optimization
Leveraging this enhanced digital print platform to streamline our manufacturing processes will also drive expanded postal cost efficiencies. We will be able to bring multiple campaigns together into a single mailstream (digital commingling), which increases postal density―the key to unlocking the lowest postage rates. A single mailstream also enables more efficient entry into the USPS processing network, taking better advantage of drop shipment discounts while facilitating more precise management of in-home delivery.
Expanding Other Capabilities
As well as production enhancements, we are investing in decision sciences to broaden our already robust data and analytics proficiency to drive marketing strategy evolution through response rate analytics. We are also expanding our technology platform of services that support highly dynamic messaging with a wide range of variable content across all marketing channels.
These dynamic, collaborative solutions are configurable to meet requirements in “real-time.” They allow increased levels of versioning by simplifying logic-driven content authoring, leveraging demographic program data to drive preset logic levers to deploy creative content from an asset library.
What Clients Should Expect
As we complete this transition with our digital print technology, our clients can anticipate more effective marketing with a platform that drives targeted rather than static creativity, supported by enhanced data and analytics capabilities, robust dynamic content management solutions, and expanded opportunities for postal savings with more precise mail cadence and in-home delivery. All this with greater speed from data to delivery, driving even more efficient and effective direct mail performance and superior ROMI.
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