DirectMail.com: The Masters of Data
Mining the Mother Lode
Salta recalls a time when the only data available was purchasing- or donation-history information. "As more relevant data became available, we learned that a 'one size fits all' approach was not going to work for every client. As a result, we teach our customers that they have to dig deeper and combine transactional information with behavioral or attitudinal data," he explains.
Through the use of the GeoSelector tool, the company can not only identify a client's key customers or prospects, but the actual types of messages and offers most likely to generate a response. Increasingly, that requires DirectMail.com to produce personalized, targeted messages using digital printing and laser imprinting equipment.
As such, DirectMail.com has made several investments throughout its operation in the past two years. The company has added a six-color, HP Indigo 5500 press with UV coater; a Konica Minolta bizhub PRO C6500; and an Océ VarioPrint 5160 printer.
"Our digital output capabilities give us the ability to create more personalized and relevant direct marketing campaigns," Anderson explains. "Just last year, we hit our six billion mark in direct marketing pieces mailed."
The acquisition of marketing solutions provider Eagle Direct last year also increased the firm's capacity to produce more than four million pieces of mail per week. Other recent investments include a major upgrade to a new data center to support its server and network capacities; new Palamides banders on three MBO folders; additional Roll Systems unwind and rewinders on laser printing and document processing equipment; and multiple FlowMaster smart inserters.
Its web and sheetfed offset printing capabilities include an eight-color Sanden Varicom-1200 and six-color Didde DGS 860 web presses; six- and four-color, 40˝ Heidelberg Speedmasters; a two-color, Heidelberg SORDZ; two-color, 20˝ Ryobi 512; and a pair of two-color, Halm SuperJet envelope presses. Bindery gear consists of four MBO folders, two Lawson cutters and a Heidelberg Polar cutter.