22 ■ October 5, 2010 • GRAPH EXPO Outside In, Inside Out


The next generation of envelope printing systems strengthens direct-mail marketing


By Kathy Tobin, HP Specialty Printing Systems VP and General Manager


M


arketers have long under- stood the impact of using envelopes. Industry re- search shows consumers


are more receptive to direct marketing when an envelope is used. A study from Pitney Bowes, one of HP’s largest part- ners in the mail industry, indicates that 69% of consumers would be more likely to open first a mail piece with color text and graphics compared to a plain white envelope without messaging. Traditional printing technologies


have made it difficult and expensive to produce personalized, color enve- lopes. Even adding full-color cus-


tomization to pre-converted envelopes is a rarity today because of cost and complexity. Fortunately, a new gen- eration of printing solutions is helping marketers overcome these barriers so their envelopes can become tools that boost response. A study of focus groups and sur-


vey data from the Envelope Manu- facturing Association Foundation hints at the impressive potential for enve- lopes: “The envelope has the power to transform ‘mass communication’ into ‘my communication.’ Across the board, Americans respond to an envelope that personalizes the communication with a style, look and feel that conveys the inti- macy and individuality of one person speaking to another.”


GRAPH EXPO Mailing & Fulfi llment Exhibitors


Company ................................Booth # AIMED ......................................... 5225 Anchor Software, LLC ................. 4718 ASMARC ...................................... 5313 Atlantic Zeiser ............................. 4507 Axode .......................................... 5119 B&W Press .................................. 4719 BCC Software .............................. 4012 Best Graphics ............................. 4514 Best Osako .................................. 4514 BOWE BELL + HOWELL ............... 3612 Bri-Lin, Inc. ................................. 4323 Buskro USA Ltd ........................... 4015 Clear Image Technologies ........... 5409 Collins Ink Corp. .......................... 4625 Compart North America .............. 5209 Document Data Solutions ........... 4611 ESN/GIC-Omegher ...................... 5309 Fannon Products, LLC ................. 5226 Formax........................................ 5116 Frimpeks ..................................... 4325 Garrido Printing Equipment ........ 4023 GBR Systems Corporation ........... 4503 Gunther International .................. 3608 IBF Corporation ........................... 4805 Imhoff Technologies LLC ............. 5216 InLine Solutions Inc. ................... 5213 Inspectron Inc. ............................ 4816 Kirk-Rudy .................................... 5112 Label Source Ltd. ........................ 4913 Lake Image Systems .................. 4307 Longford International Ltd .......... 4603 Lorton Data ................................. 5218 Magnets 4 Media ........................ 4623 MAIL: The Journal of Communication Distribution .............................. 5123 Mailers Haven, LLC ..................... 4717


Mailing Systems Technology ...... 5310 MCS ............................................ 4511 MCS Services, Inc. ...................... 4318 Media Comfort Corporation ........ 5124 MFSA .......................................... 4724 Milpak ......................................... 4819 MWV Meadwestvaco .................. 4618 Neopost USA ............................... 4422 NPI .............................................. 5220 Osako & Company ...................... 4514 Peachtree Data, Inc. .................... 4624 Pitney Bowes .............................. 3601 Plockmatic International AB ....... 4414 Postmatic Inc. ............................. 4616 Precision Finishing Systems Inc. ... 5214 PrintStream................................. 4417 Prism .......................................... 4018 Redi-Data .................................... 5413 SAP America, Inc. ........................ 4919 Satori Software, Inc. ................... 4810 Secap .......................................... 4813 Sherlock Tape, a M&C Specialties Co. ......................... 4320 SmartLinc, Inc. ............................ 5020 Superior Paper Handling Solutions, Inc. .......................... 4608


Taneum ....................................... 4716 Think Ink Inc. .............................. 5217 Thompson Direct, Inc. ................. 4419 Tompkins Printing Equipment Co. ... 4622 Tritron USA, Inc. .......................... 5019 Univenture, Inc. ........................... 5125 Videojet Technologies ................. 3623 Waferseals.com .......................... 5211 Walco Systems LLC .................... 5223 Whittier Mailing Products ........... 5410 Window Book, Inc. ...................... 4722


With the USPS’ most recent estimate of 100 billion pieces of direct mail arriving to U.S. households annually, marketers find it’s more challenging than ever to make their pieces stand out. The envelope is the key. Customized envelopes, with targeted messages using customer names, are already commonly used because of their ability to lift response rates. But these types of variable-data messages are often printed in black or spot colors, limiting their appeal.


Breaking barriers Full-color text and image customiza- tion not only carries its own inherent appeal as a means to improve response, it will become increasingly important as a means to stand out from mono- and spot-color customized envelopes. Today’s newest four-color process inkjet technology–an imaging platform HP provides to original equipment man- ufacturer (OEM) partners–integrates with inserter devices and existing work- flows to print on the outside of the enve- lope, minimizing capital and operating expenditures for service providers. This translates into significant added value at affordable costs for direct marketers. This year, PSPs will begin adopting


this new technology to offer marketers high-resolution color graphics, images and variable data messages on enve-


lopes. Pitney Bowes is the first OEM partner to offer these capabilities, with its Print+ Messenger Color Inkjet Sys- tem inserter line, launching at GRAPH EXPO, and its Connect+ Customer Series (Booth 3601). These types of offerings significantly increase the “open me” factor in the crowded world of direct mail marketing. Printing’s digital color revolution enabled marketers to send targeted, high-impact brochures, letters and trans- actional statements. But those same marketers can only maximize the return on investment for the contents inside of the envelope if customers open it. Don’t overlook what may be the next step to taking direct-mail ROI to the next level. When it comes to envelopes, you can increase the chances recipi- ents read the message inside when the message outside features high-impact personalization.


Mailing & Fulfi llment Center Offers Timely Seminar Program


show goers are finding all the latest production technologies and applica-


T TUESDAY, OCTOBER 5


8:30 am -10:00 am ROI Straight-Talk on Digital Docu- ments: Static vs. VDP; How to Measure Successful VDP Room S404bc John Leininger, Professor of Graphic Communications,Clemson University What is the ‘VDP difference’…and how do you prove it to a new customer, or reinforce the ROI of a VDP project to current custom- ers? Herein lies the challenge for new and experience printers. The dilemma: if you create a Variable Data campaign that draws a higher response rate than a competitor company, you should be able to charge more—but first you must prove the results. The solution: this timely session will provide you with the ‘take-home’ tools you need to build a Variable Data campaign that can be tracked AND analyzed to dem- onstrate for customers the real ROI you can deliver with VDP.


he Mailing & Fulfillment Center at GRAPH EXPO 2010—the largest of its kind anywhere—is where


tions to add value to their clients’ projects. See continuous live demon- strations of all the latest production technologies, participate in an educa- tional seminar (see below), and learn from the experts.


10:30 am -12:00 noon The Profits and Power of the Direct Mailing Industry, Room S404bc Mary Ann Bennett. President, The Bennett Group As more printers get into mailing, under- standing and applying postal regulations is critical. Learn how to get your mailing operations running smoothly and accu- rately to add value to your offerings and to provide seamless customer throughput. !


2:00 pm - 3:30 pm Going to the Next Level in Fulfillment, Room S405ab Tom Quinn, Director of Fulfillment, MFSA For companies new to fulfillment, this session will help them go the next level by discussing operations, sales, marketing, staff, software and other resources issues to enhance the company’s ability to provide the highest level of service and improving the bottom line.


Official Show Daily • Cygnus Graphics Media


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