Inkjet & Digital Printing

Specialist Printing & Direct Mail Uses Xerox iGen4 Press to Drive Higher Response Rates

Wednesday 19. August 2009 - "Digital printing can make their mail speak to them"

Using Xerox Corporation’s (NYSE:XRX) digital color technology, Specialist Printing & Direct Mail is creating customized pieces that help clients communicate directly with customers, not only by name but through buying habits and preferences.
The San Diego-based company recently installed a Xerox iGen4 Press to drive production of full-color, personalized newsletters, postcards and financial documents for national real estate agencies, financial institutions and a variety of local clients.

“A company’s direct mail needs to be recognized in the mailbox – the pieces have to be eye catching and relevant to stay out of the trash,” said Jay Pardo, vice president, Specialist Printing & Direct Mail. “Personalization increases response by targeting a consumer’s buying patterns and interests. Digital printing can make their mail speak to them.”

Specialist Printing & Direct Mail uses a sophisticated Web-to-print workflow that automates the print process. Customers use a Web portal to submit, customize and proof print jobs, which are then produced within 24 hours. For example, real estate agents can log onto the company’s customized portal and personalize marketing materials with their picture, contact information and images of a home for sale.

“We encourage as much personalization as our clients’ customer data will allow. If they can add referral information, or detail on recent home sales in the neighborhood, it makes for a much more powerful piece,” said Pardo.

Specialist Printing & Direct Mail identified two significant reasons for purchasing the iGen4 press – image quality and automated processes. According to Pardo, customers immediately noticed the image quality, which he says is smoother than other digital systems and similar to offset prints.

Several components of the iGen4 press, including auto density control and advanced color profiling, automatically ensure streak-free pages and color consistency from job-to-job.