As digital communications continue to grow, direct mailers are increasingly looking for a competitive edge by offering more personalized and targeted capabilities, like integrated card attaching.
These are opportunities for direct mailers to expand their business offerings. For direct mailers to effectively offer greater value to customers while decreasing operational costs, they need to focus on consolidated workflows, high-value personalization, and the flexibility to process both transactional and direct mail.
Consolidated & optimized workflows
Processing direct mail on multiple, non-integrated machines can slow down production and increase costs. Operations requiring multiple manual steps often discourages mailers from taking the leap in expanding their print and mail capabilities.
Consolidating workflows supports an efficient, print and mail process. Flexible and scalable inserters offer a wider range of capabilities on a single machine, allowing you to do more for less. A consolidated process optimizes workflow by reducing the number of steps or workcells needed to complete the job, resulting in more efficient processes and labor savings, and shorter run times. When multiple machines can be replaced by a single, integrated solution, all associated costs (space, heating, cooling, electricity, maintenance) significantly decrease.
Optimizing direct mail workflows also can lead to many benefits for your organization. By investing in a single flexible machine with multiple capabilities, rather than disparate machines with different dedicated functions. New business opportunities highlight massive ROI for mailers integrating new capabilities into their operation.
Higher value mailpiece personalization
Highly personalized mail is proven to produce the highest open rates - the ultimate deliverable mailers can provide to their clients. As businesses expand open-rate measurement capabilities, there is an opportunity for direct mailers to increase revenue.
Think about the slew of mail inundating most mailboxes. Few people will read every single piece. Historically, personalized mailpieces that include a consumer’s name or relevant information helps to significantly increase open rates. Personalized text, graphics, bar codes, and inserts drive up the engagement with printed mail.
Having the right and latest technology is critical to maintain and expanding your business, and directly connected to potential revenue, and creating opportunities to attract more clients.
A continued blending between traditional transactional and advertising mail
Growing expectations for creative and personalized mailpieces are not exclusive to direct mail. With more bills being paid online, transactional mail needs to match engagement levels of direct mail in order to stay relevant. As direct mailers become more interested in taking on statement work, they need a platform that can grow their traditional workflow into a versatile operation. A flexible, multicell inserter can do just that, seamlessly switching between transactional and direct mail based on the needs of a given job.
A traditional direct mailer typically does not have the capability to meet various transactional mail compliance standards. They typically service single-piece advertising. Workflows specifically designed to switch between direct and transactional mail allow direct mailers to take on work they previously would not have been capable of due to equipment limitations.
As the lines between direct and transactional mail continue to blur, mailers need to invest in the capabilities that allow them to take on more business, whether it’s overflow transactional work with high compliance needs, or simple to complex traditional advertising mail.
