Produce equivalent campaign response rates for 62% less

In the business of direct marketing, achieving the highest response rates is the name of the game. Leading print-for-pay businesses that use inkjet technology to print direct marketing materials traditionally produced with toner or offset technologies report equivalent response rates and far higher profit margins, echoing the findings of a new INTERQUEST research study.

What are you doing with your direct mail?

Have you ever hung framed copies of your telephone bill, a bank statement or a direct marketing postcard on your wall? Do your customers demand photographic image quality on letters, envelopes, invoices, and direct mail? Why pay higher acquisition and running costs for electrophotographic (toner-based) digital printers designed to emulate offset print quality?

For printing and communication services companies with ambitious and cost-conscious customers, the advent of fast, flexible color inkjet printing technologies has created new opportunities and revenue streams, providing access to additional applications while opening profitable new markets. The focus remains squarely on ROI by maximizing the business returns of direct marketing and customer communications. Digital print providers and their customers are finding they can produce the majority of customer communications including demand generation and transpromo statements, invoices, and more, with inkjet, while delivering equivalent campaign response rates, for less than half the cost of toner-based printing processes. Despite assumptions to the contrary, today’s evidence shows that end recipients respond equally well to matte finish and glossy marketing pieces, opening low-cost, full-color variable data printing opportunities to print service providers and direct mail shops of all sizes.