Tour of the Modern Mailing Universe
• The re-invention of the envelope.
Several high-speed paper-wrapping machines will now collate inserts and convert a paper web into an “envelope” around them. The big advantage with these machines is added inkjet printing. The web “envelope” can be printed in four color with all sorts of personalization that matches the inside contents.
• Boy, my bills look a lot better!
High-speed color inkjet printing has impacted the transactional sector in a big way. My cable and telephone statements now arrive in blazing color. Studies have shown that targeted use of color in statements can actually speed payments. The “transpromo” effort has also gained some traction in this area.
The bottom line is that technology has the potential to significantly improve results in direct mail, and to keep this advertising medium viable for many years to come.