At IWCO, we are energized by our refreshed brand that encompasses a new name, new logo, new website, and enhanced Marketing and Creative Services. But for me, as the Chief Production Officer, the element of our rebrand that excites me the most is our enhanced manufacturing platform built around digital presses that drive hyper-personalization and accelerate the speed of data to in-home delivery for our clients.
We’ve made a $40,000,000 investment in state-of-the-art digital equipment. Marketers may ask “how does this benefit me?” Here’s how:
Enhanced Capabilities and Increased Capacity
The new equipment list includes:
- HP PageWide web presses
- Epic finishing/inserting lines
- Aqueous and UV coating units
- Variable cutters and gluers added to high-speed finishing lines
Our lean manufacturing process, combined with our new equipment, has increased our speed and capacity to 250,000,000 pieces per month. So, even during the busiest mailing season we are flexible and able to accommodate last-minute mailings, producing them flawlessly and efficiently.
Optimized Opportunity for Enhanced Personalization
Hyper-personalization incorporates modeling and analytics to send the right message to the right person at the right time in order to gain their attention, and ultimately, their business. As my colleague David Klempke shared in a recent blog, hyper-personalization builds stronger relationships with customers, but it requires a partnership with a company that has the right equipment to make this level of personalization a simple thing. With our industry-leading digital print platform, IWCO can make this happen.
Maximum Postal Optimization
IWCO’s move to a digital print production platform, combined with our capability to produce full-color, personalized envelopes, enables streamlined production and digital commingling. It allows us to combine multiple mail packages with different offers and art into a single mailstream that achieves deeper presort discounts and maximum destination entry discounts. Combining multiple offers into a single mailstream also produces mail that is easily and efficiently processed by the Postal Service, ensuring accurate in-home delivery.
Another advantage of the one-to-one variability our digital equipment offers is the ability to test different offers, lists, and design elements within the same physical mailpiece layout without increasing your postage spend, because it does not require a breakout into different packages for each variation.
Seamlessly Integrate with Companion Channels
When marketers are able to more accurately pinpoint in-home delivery, they are better able to coordinate direct mail with the other elements included in their media mix. As my colleague Kurt Ruppel recently stressed in his blog, direct mail is an essential part of any multi-channel campaign and helps other marketing channels perform even better. The 2022 Association of National Advertisers (ANA) Response Rate Report determined that marketers who use four to six channels in their multichannel campaigns report the best response rates, and mail remains an essential part of that multichannel mix. Being able to perfectly time the in-home dates of your mail is critical to a campaign’s success, and our new all-digital production platform enables this coordination.
Want to learn more about how IWCO is Making Better Happen℠ for our clients by accelerating the speed from data to in-home delivery? Contact us. We’re here to help.
