With registration to the TPS (Telephone Preference Service) currently standing at over 14.5 million and still increasing, marketers are turning from telemarketing campaigns to direct mail. The latest Bellwether report indicated an upward revision of direct marketing spend in the last quarter, suggesting a significant growth in direct mail.
To help marketers get the right message to the right person, at the right time, Pitney Bowes has launched a new range of fixed-head, high-speed address printing systems in its DA Series, offering frequent and professional mailers enhanced productivity and labour savings. With colour capabilities the printers maximise the value of mailpieces by creating eye-catching and professionally presented communications to drive response rates
Recent research compared response rates to five different types of mailing altered to include combinations of black and white, full colour, recipient’s name, and database information . A generic black and white mailing saw a 0.46% response rate, while a communication name, full colour, and applying database information, increased response rates by 500%.
Phil Myhill, Mailing Solutions Manager, Pitney Bowes, comments: “Pitney Bowes research conducted across Europe last year found that 60% of respondents actively welcome mail that is personalised and targeted to their profile. So, the evidence supports the idea that the more sophisticated the communication, the higher the response.”
The launch of the DA80F and the DA95F follows the introduction, in February, of the AddressRight DA50S and DA55S, aimed at small-medium enterprises, and the DA70S and DA75S, offering black and white and full colour (DA55S & DA75S) print at a high volume level. The new address printers are geared towards mailers processing high volumes of 22,000 (DA80F) to 30,000 (DA95F) an hour.
The DA80F and DA95F are engineered to deliver industry-leading performance and reliability, which translates into higher productivity and reduced costs for frequent and professional mailers. The printers can handle a wide range of media and coated materials and offer spot colour printing that helps increase open rates and response rates. The speed and reliability of these address printing systems can mean quicker turnaround of mailing runs, which results in quicker customer contact and higher impact for mailers.
All models make use of HP thermal inkjet technology, a reliable, easy-to-use and low-cost option that helps cut production costs. The inks are environmentally responsible, dry fast, smudge less and require minimal cleanup, reducing operator interaction and contributing to outstanding system reliability.
By handling a variety of sizes the machines represent versatility and are able to print onto a wide range of media including envelopes, postcards, leaflets, and brochures, as well as being able to print graphics and barcodes.
The systems offer an intelligent, integrated conveyor stacker and adjustable high-output ink drying system that communicates with the printer to ensure proper workflow and enhanced performance. This allows the printers to run more efficiently by detecting if the printer is out of media, a stoppage has occurred, or if the stacker is full. The DA95F can be used with a standard feeder or a FeedRight feeder. Thanks to the detachable feeder it can be used either on-line with inserters and other mail production systems.
Phil Myhill adds: “Whether processing a few envelopes a month or bulk campaigns, Pitney Bowes has the product for any application, be it printing in a specified location (DA80F and DA95F) or adding logos, advertising slogans or business messages anywhere on an envelope (DA50S/55S and DA70S/75S). As proved, investment in making sure you get the right message across to your customer results in communications that are opened and a greater likelihood of response. This is good marketing practice. If marketers are not doing this then they are not up to speed and will fall far behind more advanced competitors.”
