Mailing Equipment

Earlier this month The Wall Street Journal published an excellent article written by Teri Evans, titled: "Firms Hold Fast to Snail Mail Marketing". While it's no surprise to me just how big of a difference direct mail marketing makes, some of the information in this article could be very useful when you're trying to convince business owners of how important it is to include direct mail in their overall marketing mix.

As is pointed out in the article, the type of direct mail campaign utilized is also very important. One paragraph in the article reads:

Follow up:

Costs are still taken into account. Many entrepreneurs find that the boiler-plate methods of the past—such as purchasing mailing lists and sending fliers or coupons to a mass audience—often aren't cost-effective. Instead, business owners are creating personalized mailings, which may include special offers or other valuable information, and sending them to a hand-picked list of current and prospective customers.

This is exactly, in tune with some of my past blogs about personalized mail, e.g. What is Read-Print Inserting.

The utilization of innovative production equipment like Lake Image Vision Systems, is essential for mailers to be able to offer competitive, personalized marketing services. Feel free to call us here at Addresser Based Systems, for more information on the hardware and software needed to offer personalized direct marketing: 800-398-5786.