Direct mail applications, specifically postcards, represent 20% of the current $7.80 billion direct mail market. Growth over the next five years is projected at 5.6%, with digital print growing at twice the rate of conventional print.

In this example, our customer needed a response vehicle that could be used as a follow-up to a telephone conversation between the customer’s call center and the end customer. A digitally printed postcard was designed that incorporated addressing, personalization that referred to the end customer by name and company name, and even making note of the call center employee that made the call.

The cards are printed in small batches on a weekly basis and deliver a personal contact piece, avoiding the conventional offset look and feel of inkjet bar coding and broad based messaging. This method of production has been met with an overwhelming positive response from both the end customer and the internal call center.
In the end, this process eliminated preprinting of cards and potential waste through obsolescence. The end result was a solution that looked better, delivered the product faster, provided an increase in response from the customer and a decreased cost per response.