How Digital Print is changing Direct Mail – Interview with David Leitch

David Leitch

The Xerox Trivor – Interview with David Leitch – Digital Print Manager

Direct Mail has evolved and with First Move recently installing the new Xerox Trivor, A world’s first, we are now at the forefront of digital printing technology.

We interview our very own Digital Print Manager, David Leitch for his insights into the Xerox Trivor printer and how printing technology is changing the face of Direct Mail in today’s digitally focused world.

1. Why should companies take notice of the Xerox Trivor, how does it improve upon the current world of Direct Mail? Speed and Cost. The Trivor is a new era in terms of printing, inkjet has primarily been used for lower quality projects and to reduce costs. Whilst this is important, the addition of quality and the ability to make each sheet of paper totally individual, dramatically increases the options open to users.

2. What impact does the Trivor have on personalisation? The Trivor opens up new avenues of variable data and imagery in one file for customers, enabling you to target specific interests that their customers have expressed an interest in. In the Trivor arena personalisation is not just a name and address but potentially completely individual items of mail. Images and text driven through data analysis of the understanding of your customers buying habits, their likes and dislikes, their location, their proximity to the nearest supplier. In short improved relevancy to the reader of what is of interest to them – every page is unique!

3. EFI RIP what’s that and what’s the benefit to customers? The EFI RIP is where all of the data is collected and processed ready for the Trivor to print. The need to process thousands of pixels (drops) of ink per second requires huge computing power. The rip installed at First Move is the largest ever created by EFI (Xerox’s computing partner) and was shipped from San Francisco direct to High Wycombe. The RIP is the 1st of its kind in the world, its power enables clients to produce multiple image and multi placement of personalisation campaigns specific to each person. The benefit of this power is that it processes the information faster than anything previous.

Xerox Trivor 2400 Inkjet Press

4. How can companies save money when using the Xerox Trivor? Being a single process for print and variable data/images, longer run campaigns are printed in one run, rather than previously, where you would ‘litho’ print and then personalise.

5. How fast can a customer get something mailed using the Trivor and how much faster than the current world is that? As previously mentioned, we have taken a two stage printing exercise and changed it to a one stage. But let’s not be fooled, there are machines out there that can do low volume jobs quickly, what Trivor changes is quality and quantity. Trivor produces 270,000 A4 letters printed in colour both sides in an 8 hour shift.

6. Why should companies interested in Direct Mail speak to First Move? Now, with 2 world 1st installs of the Xerox Trivor and the EFI rip PLUS our understanding of marketing as demonstrated in our book Direct Mail 101 (this details the process required to deliver predictable profitable mail campaigns) our ability to assist our clients deliver improved results is unique.  Our achievements in this area have been recently recognised by Xerox and we are proud to have been asked to become part of their worldwide ‘Premier Partners’ programme.

To find out more about the new Xerox Trivor Printer and to establish how Digital Direct Mail can transform your business please contact First Move today on 01494 539300 or fill in our online contact form.

 

Click here to watch our video to see how the Xerox Trivor performs.

You might also like to read our recent blogs on How are digital marketers using Direct Mail? and Why use Direct Mail within your marketing mix?

 

Direct Mail Postcards

4 Great Examples of Direct Mail Postcards

We love the tactile nature of direct mail; the way your brand or product can get into your customers’ hands, the way it feels more real. Mailing services come in a variety of formats and aren’t restricted to catalogues, letters and trifold leaflets. Printed postcards are one of the simplest and most effective ways to get your message across and keep the costs low for high-yield campaigns. Direct mail postcards are formulaic, so a little creativity goes a long way and gets your campaign noticed. We’ve compiled some of the most imaginative printed postcards to give you some thought-starters when including postcard printing in your next direct mail campaign.

QR Codes & Removable Magnets

QR Codes & Removable Magnets Direct Mail

 

This direct mail postcard has a business card-sized embedded magnet. When the time comes to throw away the mailer, the recipient can put the magnet somewhere to remember the message. Also included is a QR code to make it easy for mobile users to navigate to the website. For your direct mail piece point users to a PURL to merge the digital and the physical seamlessly. Way to get engagement!

  

Clear Imagery

Clear Imagery Direct Mail

 

Clear Imagery Direct Mal

Want to get your prospects’ attention? There’s no need to complicate matters; sometimes simple is best. These examples take clear imagery and isolate them on a colourful neutral background with brief and effective copy. Perfect for special offers or just standing out against all the white envelopes in the letterbox, this postcard is one that can’t be ignored.

 

Veer

 veer

Great direct mail gets the recipient involved in the message, and this one gets them moving. In order to reveal the hidden message the postcard had to be exposed to sunlight. This is a real talking point and not only is it a pleasant surprise for the recipient, but they’re likely to show all of their friends and family, and spread your message even further.

 

Indestructible Direct Mail

indestructible-direct-mail

 

Made from synthetic and polyester materials, this postcard is indestructible. In fact, it invites the recipient through personalisation to tear it in two. A clever way to get their attention–twice—and test their strength and patience!

 

Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk for help with your Direct Mail campaigns.

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5 of the most outrageous Direct Mail campaigns

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Xerox Trivor Inkjet Printer

Introducing the Fastest Colour Variable Inkjet Printer for more personal, better use of data & improved ROI – A World’s First.

The wait is over: the Xerox® Trivor™ 2400 inkjet printer is here … and it’s going to change the way you do direct mail printing. A UK-first, First Move has partnered with Xerox Worldwide to give you even more options as a print marketing provider. This is a moment in printing history you’ll remember; when affixed addresses to mailers became a thing of the past and personalised, targeted, and customised full-colour artwork became the standard. Digital printing fulfilment will never be the same.

A 20” continuous feed press with myriad customisable options you can turn plain paper into remarkable imagery. It combines proven imaging technologies with new innovations to deliver the next level in high performance, and it requires less space than its predecessors. And with a new digital front end it’s easier to use and meets SLAs without a hitch. It’s the perfect solution to those campaigns that need to reach far and wide with targeted results.

Direct mail flexibility is key and the Xerox® Trivor™ understands this. And it’s fast, too. Choose your resolution from 300 x 600 dpi up to 1200 x 600 dpi and it can deliver 2,400 full-colour impressions and over 2,850 monochrome impressions per minute, with speeds up to 200 meters per minute. The Xerox® Trivor™ uses high-density inks, which mean bold, true colours on plain stock and consistent image quality. Quick to dry, wait times are reduced so you can get your direct mail campaigns out faster.

Adjustable print speed even allows you to slow the press down to one metre per minute at any time during a production run to eliminate unexpected results. It’s power you can trust.

And all that speed and technical prowess equals one thing: productivity. As a business you can benefit from the faster turnarounds and a higher volume print runs with full customisation. If your direct mail is transactional, full white paper workflows mean you can provide your customers with offers tailored to them and statements that alter according to your set criteria, such as spend and other benchmarks. Direct marketeers also can offer more relevant offers in a single print run to each of their clients, ensuring less wastage and more effective use of postal services, as well as better engagement rates with personalised direct mail.

Xerox® Trivor™ 2400, printing powerhouse:

  • 4-35 million A4 impressions per month (in CMYK, 600 x 600 dpi resolution)
  • Up to 57 million colour or 68 million mono A4 impressions per month

 

Contact First Move on 01494 539300 to see the Xerox® Trivor™ 2400 in action. Ask for your own demonstration. It’s even more impressive in person.

 

You might also like to read the following articles:

Direct Mail by Numbers: Key statistics on the world’s favourite Marketing

Direct Mail in the 21st Century – Infographic

Direct Mail in the 21st Century

Direct Mail in the 21st Century – Infographic

21st Century Direct Mail

Why Direct Mail in the 21st Century?

Got a message that you need distributed? Looking for a method that’s guaranteed to make you heard? Direct mail is a 21st-Century solution to an age-old problem, and it has a proven track record to getting you great results all the time. Don’t just take our word for it: demand proof. Get insight into direct mail’s effectiveness through its ample statistics; numbers that tell a story so you can tell yours.

It must be compelling, make a connection, and most of all, it must be personal. And like all good stories, have a beginning, a middle and an end. Direct mail is the perfect way to get your story across and tell it in a way that engages with your audience physically. So why not make a personal connection with print?

 

No one at home? Leave a message.

  • Average household receives 16 pieces of mail each week
  • 70 to 80 percent of consumers open almost all of their mail
  • 70% of direct mail is opened
  • The same week the average consumer gets more than 100 emails
  • 79 percent of consumers will act on direct mail immediately; 45 percent say the same about email

 

Move from personalised to personal 

  • 80% are more likely to open it if it’s personalised
With personalisation:

·        Direct order – 9 percent

·        Lead generation – 8 percent

·        Traffic generation – 17 percent

Without personalisation:

·        Direct order – 2 percent

·        Lead generation – 3 percent

·        Traffic generation – 3 percent

 

Integrate direct mail with digital media

  • 88 percent of participants want to use mail to drive the web
  • 78 percent used mail to promote specific offers
  • 53 percent looked at cross-media effects, such as social media or web-traffic

 

Push them into action

  • 55% went to a physical retail store
  • 54% visited a website
  • 45% indicated direct mail led to purchase
  • 44% immediate discard direct mail if it isn’t relevant

 

How recipients feel

  • 62 percent of people like to receive mail telling them about offers
  • 70 percent of people welcome mail that rewards their loyalty
  • 56 percent of people welcome mail that gives them useful information

 

Physical isn’t a challenge

  • 71% say the print quality of the paper affects their decision
  • 70 percent of consumers are more likely to open colourful mail

 

Direct Mail: A snapshot

  • Cut through the clutter
  • Attract new customers
  • Enhance customer loyalty
  • Deliver profitable results

 

Sources:

  • Xerox infographic
  • Target marketing
  • DMA

 

Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk for help your Direct Mail campaigns.

You might also be interested in the following articles:

Harness the power of digital to execute your direct mail campaigns

Why use direct mail within your marketing mix?

Xerox Partner

The Trivor™ Frontier: Engaging Customers with Direct-Mail Technology

We’re pleased to announce First Move Direct Marketing has become a trusted partner of Xerox Worldwide.

More than just a supplier of high-quality printing and direct-mail solutions, we have been acknowledged by the world leader in digital printing. We kicked off the partnership by being the first in the UK to have their new Trivor™ 2400 Inkjet Press, an unparalleled machine that provides super fast and personalised mailing in the blink of an eye.

For our customers this means a quicker turnaround for mail campaigns and a way to create as-they-happen mail responses to digital campaigns.

We’ll say it: Anyone who says direct mail is old-fashioned doesn’t know what they talking about. In fact, direct mail has never been a more effective way of customer engagement. It’s an exciting time for marketeers as the technology has finally caught up to our imaginations. Now direct mail campaigns no longer require months of planning to even consider executing one—they can be turned around in days with the new Xerox Trivor™ 2400 Inkjet Press.

The latest and greatest addition to the commercial inkjet family, it’s a machine with direct-mail power. With power comes responsibility, so the first in the UK is entrusted to First Move Direct Marketing as part our partnership with Xerox Worldwide. But what does this does this mean to you as a direct-mail specialist? Faster personalisation and targeting.

One of the arguments against print is the speed in which it takes to launch a campaign, but with the Xerox Trivor™ you can print, personalise and send an entire campaign in 24 hours. Able to print 36,000 images/hour at 1,200 DPI (lithographic quality); that means a 100,000-copy mail shot can be produced in around 5.5 hours. Sort it, send it and your customers can have your mailer in their hands the following day.

It’s an exciting prospect for those who are looking for new ways to target customers and prospects. Recent trends have shown the integration of campaigns across multiple channels, print being one of them. Using big data now available from consumer interactions and sales histories, direct mail can now target the individual with offers that address their needs—individually. Combined with data processing, the Trivor™ can handle these personalised requests in an extremely fast and efficient manner.

Now you can record your customer’s interaction with your website or a specific landing page, and send them something redeemable in response. Imagine their surprise when they open the post to see further information about your product or service they were investigating. Convenient, tangible and top of mind, how could they not convert?

More than 50 trillion pages are printed worldwide today using production print technology—only 2% of which is printed digitally. First Move is proud to be a digital supplier, which means greater quality and faster processing than you could receive using traditional methods.

Get in touch with us for a demonstration or to discuss how we can bring to life your next campaign. It’s direct mail for the 21st Century.

 

Please contact us enquiries@firstmove.co.uk or call 01494 539300 for more information.

 

You might also be interested in the following articles:

5 Reasons to take another look at Direct Mail

The Past, Present and Future of Direct Mail

Xerox Trivor 2400 Inkjet Press

Xerox Trivor 2400 Inkjet Press

First Move direct marketing orders 1st Xerox Trivor™ in the UK

First Move direct marketing has invested in the new Xerox Trivor™ 2400 Inkjet Press. A first in the United Kingdom, First Move’s new Xerox Trivor™ not only represents technological advancement, it means greater customer engagement for direct-mail professionals.

Now you can personalise high quality printed mailings at the same speed you receive digital insights from your customers, responding to trends, behaviours and sales patterns FAST.

The Xerox Trivor™ offers unparalleled print personalisation, meaning that First Move can keep up with the current rate of digital and the tailored approach consumers demand. No longer reserved for digital marketeers, personalised mail shots can take on an entirely customised approach that modifies artwork, offers, and practically everything according to the intended recipient.

“For direct mail to be successful today it must be personalised and not just the address” said David Amor, Managing Director, First Move direct marketing. “The Xerox Trivor™ 2400 Inkjet Press will ensure that First Move continues to innovate within direct-mail marketing by turning our digital insights into fast, personalised direct mail.”

Using big data now available from consumer interactions and sales histories, direct mail can now target the individual with offers that address their needs—individually. Combined with data processing, the Xerox Trivor™ can handle these personalised requests in an extremely fast and efficient manner.

Fast also means targeted mailings in response to consumer or environmental behaviour. The inkjet of inkjet presses, it’s a high-quality and fast addition to First Move’s professional machines. Able to print 36,000 images/hour at 1,200 DPI (lithographic quality); that means a 100,000 mail shot can be produced in around 5.5 hours. Marketeers don’t have to plan months in advance—they can rely on their customer or prospects’ behaviour before triggering a brand new campaign at a moment’s notice.

“The Xerox Trivor™ is designed to grow with the business, so it can meet the needs of First Move Direct Marketing now and in the future,” said Phil Tucker, managing director, Advanced Business Equipment. “As the first UK customer, we are confident that it will be able to deliver the personalised results demanded by its customers.”

The Trivor™ will be installed in September 2016.

For further information please contact us on 01494 539300 or email enquiries@firstmove.co.uk
More information on the Xerox Trivor™ Printer can be found on the Xerox website.
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Trusted partner of Xerox Worldwide

The Past, Present and Future of Direct Mail

Direct Mail Tips

Direct Mail Tips According to Experts

Planning a direct mail campaign and baffled by the terminology? Inspired, but looking for additional insight? Or maybe you think you’re onto a winner, but wouldn’t mind a little extra guidance? Well, look no further. We’ve got some expert direct mail tips from the DMA, Royal Mail, and First Move, which should set you on the path to direct marketing success.

Direct Marketing Association (DMA)
You might think that the poor reputation of ‘junk mail’ is one of the main barriers to businesses investing in direct marketing. However, in the Mail Matters 2015 report, the DMA found that cost (cited by 43% of respondents) was the main perceived barrier, not reputation (cited by a mere 16%).

This explains why 15% of digital marketeers have already adopted direct marketing in conjunction with their digital campaigns, as they seek new ways to cut through the digital “white noise.” But there is still more potential to be realised: Only 46% of those using direct mail have genuinely combined advertising mail and digital marketing by offering exclusive content—like personalised URLs, scannable elements and QR codes—to mail respondents.

When you consider that 98% of respondents would welcome better content personalisation, which has been one of the strengths of direct marketing for over a decade, you can begin to imagine the untapped potential of this medium.

Royal Mail
Many businesses don’t realise that Royal Mail also offers a range of services and tools to assist with direct marketing campaigns, from format choices to delivery options and machine readability to research tools. Some things to remember:
A direct marketing expert can also help you decide, for example, whether it’s most economical to pre-sort the mail or to have this step done by the Royal Mail on the way to delivery.

Barcodes and mailmark barcodes (which have extra space customers to place their own information) may also be suitable for your mailing.
Moreover, prices reduce as volume goes up, meaning that you might be looking at less than 20p per letter for a medium-large campaign.

First Move
Facts and figures aside, the crucial advantage of direct marketing lies in its physicality—its power to stir emotions and create a tactile connection with the brand and the offer.

A recent study by researchers at Bangor University showed that physical messages trigger a much deeper emotional response than virtual messages. Participants’ neurological activity was monitored while they received both physical and virtual messages. Resoundingly, the physical messages caused more activity in those centres of the brain that correspond with emotional response. In real-world terms, this translates into not only a higher chance the message will become ingrained in a prospect’s memory, but also a deeper brand connection. And that means, above all, a higher response rate.

In fact, research shows that whereas an average email marketing campaign will yield a response rate of just over 1 in 1000, businesses can expect a response rate of around 1 in 25 for an expertly planned and executed direct marketing campaign.

 

Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk for help with your Direct Mail campaigns.

 

You might also be interested in the following articles:

Why use Direct Mail within your Marketing Mix?

The past, present and future of direct mail

Successful Direct Mail Campaigns

10 Tips to Successful Direct Mail Campaigns

As an avid user of direct mail, you already know its distinct benefits. Higher engagement rates, a more tactile way to communicate than email, and targeted, visual campaigns are reasons to return. No doubt you’ve experienced success with direct mail, so why not strive for more? We’ve outlined ten pointers below that will make your direct mail campaigns even more successful with less effort than you can imagine.

 

Know Your USP

It might seem obvious, but strangely, it’s something many marketeers overlook: What makes your product different? While there might be many competing products or services in your space, there are differences—subtle or otherwise—that make yours unique. Put yourself in the customer’s position and ask yourself why you would choose your product over a competitor’s. List these reasons and use them to guide the way you communicate your offer. Think of it as the answer to the question you never asked.

 

Get Personal

Personalisation is key in a world of generic brand messages. It’s near impossible to hear one voice when everyone is shouting, so why broadcast when you can engage? It’s a simple touch, but using your prospect or client’s name will help you get their attention, before delivering a line of communication that is targeted to them. See also ‘Empathise.’

 

Empathise

Getting the customer’s attention is one thing, but retaining it is another. If you can show that you understand their desires or plight, your brand can be the one that stands out from the rest. Make your proposition speak to them by addressing their needs and become a trusted companion, therefore gaining or retaining their business.

 

Find a List Broker

Struggling to find the information yourself, or perhaps looking for new prospects? Look no further than a list broker. It’s a broker’s responsibility to find the correct fit for the customer profile you supply, and they will have a variety of databases pulled from sources that can relate to your business.

 

Find the Easy Pickings in Your Database

If you already have a connection with your database, why not utilise it? Focus on those who fit the profile of your campaign and concentrate your efforts on their conversion. Look for those targets who might have purchase history with your company for more comprehensive lead generation. Make better use of your time and direct mail budget by going directly to those who matter.

 

Identify Your Best Responders

When prospects become customers, or even respond with an enquiry, half your work is done. Continue the relationship with those you’ve engaged for repeat purchases and convert those who are curious. By following up weeks or months later shows that you haven’t forgotten about them, and you’ll remind them that you still care.

 

Use Purchase History to Frame Your Offer

Sales databases offer a wealth of insight into your client base. It makes business sense to review what your customers have purchased in the past to anticipate what they might need today. Think of product replenishment, cross-selling related products, or incentivised offers to expose your product to their friends. Make your offer relevant and expect your leads to roll in.

 

Exploit Your Peak Selling Season

While peak season means guaranteed sales, they can always be better. Look for opportunities within your peak period for multiple and add-on sales by framing your offer in a light that’s attractive to your customer. Whether it’s seasonal or necessity-based, create a sense of urgency and enthusiasm to convert with greater ease.

 

Use Examples or Testimonials

Nothing is more convincing than a proven record. Speak to your audience with real-life examples of how your product or service has helped others just like them. Build confidence through demonstration and help them conquer their fears or resistance.

 

Test, Test, and Test Again

Frequent and repeated mailings are the best way to understand what works best for your customer base. Run split testing to glean insight to which offers work well, change your wording or your offer slightly, or think of other ways to communicate that might be out of the ordinary—you never know what might work, just take a chance.

 

Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk for help with your Direct Mail campaigns.

 

You might also be interested in the following articles:

Direct mail tips according to experts

The past, present and future of direct mail