One of the most common questions Design Distributors representatives are asked is “How do I guarantee this campaign will be successful?” Although there are many approaches that ensure an effective campaign—including recommendations we’ve offered in previous blogs—the answer is typically “Include more variable data printing (VDP).”
This digital printing method personalizes direct mail at scale, utilizing the latest technology. According to a study by digital services and consultancy firm Infosys, 86 percent of consumers feel personalization has had an impact on what they purchase, while 25 percent say it has significantly influenced purchase decisions. In 2018, the ANA/DMA Response Rate Report found personalized unique landing pages (PURLs) to be the top direct tracking technique. These stats underscore the importance of incorporating VDP into every campaign.
So, how do you do it?
The HP PageWide Web Press T240 HD, which enables this level of personalization, nearly guarantees success every run. Providing more versatility and productivity than any other model, it’s the perfect match for a customized campaign. The T240 HD saves both time and money, while increasing your response rates and return on investment.
The T240 HD can customize every element of a mail piece including, but not limited to:
Because the HP PageWide Web Press T240 HD utilizes 2,400 nozzles per inch native resolution and dual drop weight to deliver detail, the print and color quality is unmatched. Skin tones will appear smooth and you’ll achieve shadow details on every piece produced. This press was also built with quality control checks, enabling our experienced employees to review pieces during a run to ensure perfection. Continuous alignment also guarantees consistent quality throughout the entire job. HP HDNA technology minimizes print defects, ensuring every single piece comes out crisp and clean.
If you have a tight deadline, this press can turn your project around in a few hours or a single day—depending on the size. It can print up to 500 feet per minute in full color with 100 percent personalization in performance mode or 250 feet per minute in quality mode. In one month, this machine can produce up to 62 million U.S. letter images.
Customers can also feel good about their direct mail purchase, as the HP PageWide Web Press T240 HD offers multiple environmental benefits. It reduces waste, minimizes volatile organic compound emissions and utilizes water-based inks, which aren’t classified as hazardous or combustible.
Design Distributors acquired the HP PageWide Web Press T240 HD in 2018 and maximizes its extraordinary capabilities to their fullest potential, saving our customers time and money. Contact a representative to learn more about how personalization can dramatically increase your response rates.