(in case you want to jump
right to the big announcement to read more
about our new digital press, click here
the ground up to maximize print quality. (Compared with
printers with added enhancements.) It utilizes new digital ink with chemically
grown particles for
finer quality and in-line clear dry ink is the key element for special effects.
Very few of these digital presses have
yet to be even put into production ---
Sexton has one that offers virtually unmatched quality in the Twin
THIS ISSUE EXPLORES DIGITAL PRINTING
how it is
revolutionizing the way businesses reach out to customers, as well as
how they develop their business or marketing strategies.
How does digital printing differ from conventional offset printing and
why is it fueling the growth of One-to One Marketing using Variable
Data Printing (VDP).
I CAN HELP, Sexton can help, Digital Printing
to One Marketing can help! –
Implement engaging 1:1 promotions, provide cross-media campaign measurement, and
even streamlines your entire marketing supply chain.
"Sexton Printing has been providing Digital,
VDP printing for many years now"
(This issue won't make you an expert on the subject overnight,
but it will show you the potential of digital technology using VDP, and how it
can help you reach your communications objectives.)
See research results
and comparisons in charts below, of how to lower costs per response, as well as
per sale and increasing ROI, not customized vs customized programs.
DIGITAL TECHNOLOGY is changing the face of printing.
It makes printing faster and easier to produce, more flexible and reduces the need to
produce and hold huge inventories. It is transforming from a mass medium that
'spray and pray',
into a customized
printing technology with electronic customer databases, VDP allows you to
not only call each member of your audience by name,
but also reflects their personal characteristics, lifestyles and tastes.
VARIABLE DATA PRINTING provides a powerful new tool
to win the
attention of your audience, one person at a time,
and frequently captures higher sales, lowers cost per sale/response and
increases your ROI.
VDP is a form of on-demand printing
in which elements such as text, graphics and images may be changed from one printed piece to the next
without stopping or slowing down the press, using information from a database.
behind the change
is the marriage
of reliable, high-speed digital printing and sophisticated database software,
which combine to produce One-to-One Marketing
using VDP for full color documents that look and
feel comparable to conventional offset printing.
THERE ARE TWO MAIN OPERATIONAL MODES -
In one methodology, the document template and the variable information are
both sent to the
press, and the raster image processor (RIP) combines the two to produce each
other methodology is
to combine the static and variable elements prior to printing using specialized
VDP software applications. These applications produce an optimized print
such as PostScript, which organize the print stream efficiently so that the
static elements are
only processed once by the RIP.
With most types of digital printing, there's no film, color proofing, stripping
or plate making, no press make-readies, no time consuming changeovers, and less
waste. Because the images that appear are generated digitally, they can most often be changed
'on the fly'.
technology permits quick turnaround, immediate finishing, and no wait-time for
drying and allows
for low-quantity print runs. Books and brochures can be printed on-demand as
they are ordered – eliminating the need to print large quantities
of materials and then holding them in inventory.
Communicators now have the ability to target messages more precisely than ever
before, and they're going
to town with it. Like hearing your name across a crowded room, personalized communications cut through
the clutter and
help establish a different relationship; you're not just selling -
you're speaking with prospects person-to-person.
While some claims seem inflated, research and experience indicate that
retention, the size of the order and response rates 6 times over.
Others say, variable printing varies from double the normal return on the first level to 10 to 15 times on fully variable. It depends on
the data and the relevancy, but it is a very effective tool to increase ROI on
your mailings. Even with higher per-page costs, variable data printing
for a lower cost per response, and higher returns from your communications
NOTE: +600%, this equates up to 16% total
Full variable data, personalization, customization, database segmentation. ie;
specific targets, smaller
quantity, more opportunities to respond.
Use what you know about your customer/prospect
Send them a relevant message
Ask them to act or take action in a specific manner
+20% when utilizing a Dimensional
ODD SHAPES - Have been found to give higher customer
satisfaction via non-traditional, die cut mailers.
Some claim that shaped mail can increase response rates over regular direct
mail by at least
2 to 3 times.
buses, beer mugs, movie tickets, guitars, etc. New Postal regulations
that allow for custom shaped mail in sizes as large as 2x15 to be delivered to
mailboxes without envelopes.
NOTE: when BRC is
with recipients name and address, return rate increases 13%.
DRIVES RESPONSE: (2004
1%=response rate for broadcast black and
white, no personal info
+1.5%=response rate to black and white, with personalization
+1.5%=response rate with
4cp, no personalization
+2%=response rate with
4cp, with personalization
+6.5%=response rate with
4cp, and deeper personalization in form of purchase history
NOTE: It's not the quantity that is
sent out, but the number of responses you get
back that matters.
this is the follow up piece to the September 2012 column, Direct Mail – Raising Response, Lowering Costs, I just want to remind
you of some important facts from that issue, in case you missed it), or click here to read the
entire piece ), they are:
While the brand perception should be identical, the objectives
per target group will be differentiated, and therefore the investment level,
media, messaging and offer. Consumers
can expect offers and messaging to become more comprehensive... and over a period of time
each receives a variety of direct mail communications about their particular objectives,
offer and messaging.
First off, Sexton's data technologies can help provide you with
the fuel to propel promotions that go well beyond traditional spray-and-pray
approaches. Beginning with existing or freshly acquired data, we can help you
build a true marketing database by... enhancing it
with demographic or even psychographic information. This greatly improves the
usability of the database and gives us a foundation from which to provide value
analyses and segmentation.
And beyond that, we can then develop a profile of each audience
to help tailor marketing messages for them. I think we'll all agree that the
more targeted we can make your messages, the better the results will be.
Using Integrated Marketing or Multiple Channels and Touch Points,
you can also keep the audience interested. Synchronizing campaigns, utilizing
'if this, then that occurs' etc.
Advertisers and consumers prefer a tangible object, something
that can be held or touched. People prefer paper to something that exists only
electronically. How many of us read an entire document on the computer screen?
"Mail is essential to the multichannel mix. Many believe mail is
uniquely positioned to play a major role in a National economical resurgence in
2012" Modern Mail quote.
And most IMPORTANTLY by
tracking the results, you can easily calculate the cost per response, inquiry
a Major Advantage for marketing compared to other communication
Using Alerts in
Real Time of when a site has been visited, and what responses have
been given, gives the ability to follow up in a timely manner. This is critical
for marketing managers, as well as sales reps and others to gather info quickly
and accurately and respond as needed.
Dashboard Technology-data being generated, gathered and formulated
into track able, measurable and informative formats in real time. Each
opportunity, what products or services they are interested in, as well as
giving you the ability to monitor your sales teams efforts, follow-up and
sales. Integration of online tools is inclined to make your direct mail
stronger than ever.
In the dashboard, you'll be able to Monitor Up-to-the-Minute Results by campaign and
itemize: reports of visitors, actions while on landing pages, downloads
initiated, data collected, A/B test results, and activities from sources like
direct mail, email, telephone number tracking, and text messaging.
Response Rates of Direct Mail depend on:
Integrity of List - Are you marketing to your target audience, and has the list been run through an address updating software?
Profiling - How to quickly and accurately profile clients that
can dramatically improve response rate
When client or prospects responds to surveys, PURL, QR codes, offer etc. through a direct link to a micro site-landing page of some sort, it gives you a demographic breakdown about who used the promotional item, which offer
they used, plus the response spend rates and each individuals demographics.
Timing - What's going
on with world events, business cycles, marketing cycles, sales cycles, etc?
- Is it something of
value or interest to your target audience?
- Is it worthwhile to
them? Will it make them act?
Call To Action - Are you telling them what you want them to do, when you want them to do
it by, and how you want them to do it?
Execution - Design, copy, layout, vehicle, etc?
must understand and know your Target
more SPECIFIC YOUR TARGET, the
better the use of your
marketing dollars, and hopefully the bigger ROI will be.
Sexton can assist you in enhancing your target data.
Items for Direct Mail:
Integrity of Mail List - if
not geared towards your target audience, will not matter
Timing - what is
going on in marketplace, your industry, purchasing cycles, world events, etc?
Offer - what you
are offering them and why they should act
Incentive - reward
for acting in the manner you wish them to
Call to Action -
is it clear on what you want them to do, how, and when by
marketing vehicle you use, creative concepts, visuals, copy etc.
NOTE: It is not the cost of the piece, but the RETURN it
brings in. This could be: increased interest,
responses, activations, dollars per sale, sales, total revenue or information
gained in order to make
better decisions in the future.
NOTE: One factor that has been left
out is timing. It is critical that you time
your programs based on what
is going on with your business, cycles of purchasing, world events, etc.
Data Base is the most important lever
After they are applied, toners are typically baked onto the
surface of the paper at a high temperature. This is only a problem when using
conventional shells. ie. running a large conventional shell program and then
coming back with a digital imprint over a conventionally printed area having
color such as a tinted background. The conventional inks could liquefy causing
a smeared type look. A test run would be a good idea. Best case, imprint onto a
conventional shell on the white paper surface only.
Many experts recommend against using toner-based printing
systems to print letterhead stationery, feeding it through a high heat laser
printer might cause your name or logo to lose definition.
Compared to conventional inks, toner is also somewhat more
likely to crack when folded. It's important to avoid large floods of color or
heavy toner coverage on the folds. Using perfect binding rather than saddle
stitching will also help reduce cracking.
Dry toner-based systems typically cannot print at the high
resolutions available with the best offset printing, so the use of extremely
fine screens should be avoided.
The electrostatic charge used to attract the toner often
varies in strength across the sheet, which make it difficult to control
Since few systems allow for the use of spot colors, it can
be difficult to match corporate colors or to print metallic inks.
Keep in mind that what you see on the monitor is NOT what
you'll see on press. The colors on screen are inherently more vibrant and
encompass more of the entire spectrum.
Most toner-based systems rely on some type of electro
photographic printing technology. Electro statically charged particles of toner
are attracted to areas of the paper that have received an electrical charge.
Then the toner is fused to the paper to form the image.
A light source scans the image and reflects it onto an
electro statically charged photoreceptive drum. The drum passes over a toner
roller, and dry or liquid toners are attracted to the charged image areas of
the drum. The drum deposits the toners on an electro statically charged piece
of paper or other substrate, and the toner is fixed to the substrate by heat
and pressure. The image and any remaining toner particles are then erased from
the drum, which is ready for its next image.
Also rely on electro photographic technology. The artwork is
scanned, converted into digital data and then transferred onto an electrically
charged drum using either a laser or a light emitting diode. Toners are
attracted to the image areas on the drum, which then transfers them to the
Rather than relying on electro photographic technology,
these systems use drops of ink applied to the substrate to create the image.
Drops leave the nozzle at a rate of up to one million per second, producing a
glossy image with a look that comes close to that of a continuous tone
photograph. They use electrical charges to guide the placement of the drops on
the substrate. Drop-on-demand inkjet printing applies drops of specially
formulated liquid or solid inks in response to a digital signal.
Combine digital and conventional offset technology. One type
(DI), Direct Imaging, work like a standard sheetfed offset press, but the
plates are imaged and prepared right on the machine. DI presses can match the
performance of high quality conventional offset presses, but they do not allow
for variable data, because once the plates have been prepared, they can only
print identical copies of the same image.
It's especially important to control the moisture content of
the paper before and during printing. Digital paper typically contains less
moisture than conventional offset papers, so there's less moisture to evaporate
through the printed image when the toners are fused by heat. Both temperature
and moisture content are critical for the paper to receive the correct
electrostatic charge during digital printing.
Generally it is best to avoid papers
with heavy textures, since the toner may not adhere evenly or might rub off on
the high spots. Always make sure that the paper's basis weight matches the
specifications of the equipment that will be used to print the project.