Webinar slides: Improving direct mail response & lowering postage cost

2. Page 2
PRINT FASTER,
LOWER COST,
BOOST PROFIT
Mike Kull & William Longua
Neopost Digital Print Group

3. Digital Color Comes
To The Envelope
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William Longua

4. A Brief History Of Addressing
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 Old ASCII Text b/w printers with shuttle or fixed heads

5. A Brief History Of Addressing
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 Old ASCII Text b/w printers with shuttle or fixed heads

6. A Brief History Of Addressing
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 Color printing via shuttle inkjet too…..s…..l…..o…..w…..
- 200/hr to 300/hr
- 300 to 600 dpi

7. A Brief History Of Addressing
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 Laser technology was not acceptable for years
- Issues with fusing, material destruction, toner
“There are only three things that can happen on a pass, and two of them are bad.”
-Woody Hayes

8. Digital Revolution – Adding Color
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 Laser printers address some major material handling issues.
 Early to Mid 2000s – color toner-based printers customized
for envelopes, straight paper paths that were relatively fast
(2k-3K envelopes/hr), start the revolution.
 Mailers and Print Shops began investing in these digital
envelope printers that brought unprecedented capabilities for
color printing on envelopes and direct mail pieces.
 Short run custom color jobs aligned with the shift
in buyer behavior.

9. Digital Revolution – At a cost
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 Color, Quality, Speed, Manageable
Buy-in: no-brainer, right?
 Some weaknesses began to
appear
 Expensive toner was only one
component in the bevy of supplies
needed to operate these digital
printers
 Maintenance and repair costs
could add up fast
 With no viable alternative,
owners had no choice to
save on production

10. Disruptive Technology Disrupted
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innovative nozzle architecture
2010 - Enter Memjet: New thermal inkjet technology
- In development for over 15 years, designed to bring unprecedented
efficiency and speed to the inkjet printing world.

11. Disruptive Technology Disrupted
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 Memjet started working with specialty partners to bring new
technology to the market in innovative ways
 Under the RENA Brand, Neopost launched the MACH 5
Memjet powered color envelope printer in late 2010
 First units delivered to customers in early 2011
 Fastest selling product we’d ever launched.
 Quickly grabbed a large part
of the color envelope printer market

12. MACH 5: Powered by Memjet!
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 Prints full process color at high speed.
 Print resolution up to 1600 dpi
 Full-bleed capability
 8.7-inch print swath
 Print speed up to 7,000/hr
 Market leading cost per piece
 Low total cost of ownership
Unique Selling Proposition:
Full-color, full-bleed printer
with twice the speed and
1/3 the operating cost of
toner-based systems

13. Bleeding Edge Creativity
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 The ingenious design of the Memjet engine made borderless
(full bleed printing) available for envelopes possible for the 1st
time.
 Now, designs that could only be done with pre-converting print
processes can be done on any size envelope up to 9x12.
 Digital output means instant live proofing

14. Memjet Becomes The Value Leader
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 The response was immediate – the value proposition of inkjet
technology was hitting a nerve. Lower total operating cost.
 The MACH 5, using Memjet technology was delivering faster
production speed (7,000+/hr vs 3,000/hr)
 No need for special window envelopes, reducing production
costs and opening unlimited choice
 Productivity doubled, so labor hours were dramatically reduced
for the same jobs.
 Consumable costs were limited to ink tanks and heads (vs
toner/drums/belts/fusers/waste bins). Simplicity is efficiency.
Less materials to tie up money in supplies.

15. Memjet Becomes The Value Leader
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 Total operating cost benefits make the ROI shorter (some users
had the printers paid off in 6 months and ordered a second unit).
 Supplies designed to last 3 to 4 times that of toner based
systems.
 Brave early adopters were able to realize total operating cost
savings of up to 75%.
 Firmly cemented Memjet technology as the cost savings leader
in the color envelope printing business
 Thousands of units installed across the globe

16. The Power Of
Color In Direct Mail
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Mike Kull

17.  Color is one of most powerful elements of design
for direct mail & other marketing materials
 Why? Color is a form of nonverbal
communication.
 Research shows:
- Increases brand identity
- Assists in memory
- Increases reader’s participation
- Improves readership, learning,
comprehension.
Source: www.directcreative.com
Power of Color in Direct Mail

18.  Color has meaning through
association
- Yellow = sun
- Green = nature
- Orange = fall
 Color has a “vocabulary”
- Green = tranquil & stable
- Blue = calming & comforting
- Red = excitement & emotions
- Yellow = cheerful & attention-getting
How would this help you convey your marketing
message?
Source: www.directcreative.com
Power of Color in Direct Mail

19.  Color versions of same ad are read up to 42% more than black
& white counterparts
 Color is 80% more likely to be read than black & white
marketing materials
 Consumers find information in color up to 80% faster than
information in black & white
 Materials in color can increase learning & retention up to 78%
 Adding color to a direct mail piece may increase response
rate by up to 45%
http://60secondmarketer.com
Jeanette McMurtry: e4 marketing
Frank Romano: Digital Printing Council
Increasing Direct Mail Response

20. Information in your database can be the trigger
for variable print and text to increase customer
interest
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 Graphic Based Mailing Software and color mail printers make it
easy to create and send effective direct mail that your customers
can relate to immediately
Digital Makes Variable Possible

21. Saving On Postage
With Color
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Mike Kull

22.  Combine the power of color in your mail with postage reduction
promotions offered by the USPS…a perfect marriage of cost
savings and increased response!
Color = Postage Savings
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23. The Mach 5 can handle thick mailing materials that may
incorporate the “tactile and sensory” experience that would
qualify for postage discounts.
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24. The United States Postal Service 2016 rate promotions recognize and
encourage the inclusion of emerging technology & advanced print to
provide an interactive experience.
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25. Neopost Printers utilizing Memjet print technology make it easy
to print Business Reply and Courtesy Reply envelopes and
qualify for postage credits.
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26. Bring your invoices and statements alive, make them work
harder, and save postage when you add color during the
USPS Transpromo promotion
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27. The Power of Color in Transpromo
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28. Printing direct mail pieces with variable data and QR codes
designed for mobile technology gets better response and saves $$$
with the USPS Mobile Shopping Promotion
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29. Customer
Application Profiles
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30. Transition text (do not
present)
Next, we are going to show you three end users and how the
Memjet powered printers from Neopost helped them –
Transition from toner to reduce operating costs
Increase profit for a trade print shop that was committed
to toner for years…
Generate more business with quicker turn around time.

31. Franklin University
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 Bob Donahue, Director of Purchasing
 Print & Mail Services
 Columbus, Ohio
 In-plant operation
 Does work for various
departments
 No longer stocks
pre-printed materials for
less waste & better cost
control
 Envelopes, Letters &
Mailings with one efficient
device

32.  David McCartney, Owner
 Trade Printer for Envelopes in Little Silver, NJ
 Was toner only until the end of 2014, purchased a Mach 5 to reduce
cost per piece (just bought unit 2)
 Loves color consistency & humidity
tolerance
 1.3M pieces and counting in 13 months
 Full bleed allows Novatech to accept jobs
they would have to turn down previously
 No speed loss with variable data
“The Mach 5 has enabled Novatech to simplify consumable inventory
components (from 11 to just 2) and effectively reduced operational costs
by half.”
Novatech Graphics
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33. Cedar House Media
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 Cory Burden, Owner
 Print & Marketing in Beaverton, OR
 In-sourced a new profit center
 Made personalization the new norm
 Full bleed eliminates trimming
 ROI in under 6 months
 Calls it the ATM
 Low cost allows CHM to win more bids
 No setup cost means every job has profit
“We used to send out jobs for offset printing with a turnaround time of 6 to
10 days. By running the job in-house on the Memjet-powered Mach 5, we
can turn around jobs on the same day.”

34. Summing It All Up…
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 Memjet Technology Revolutionized Color Printing
- Printing Faster
- Reducing Cost
- Boosting Profits
 Direct Mail Succeeds In Color
 USPS Promotions
- Designed for New Technology
 Customers Win with Memjet & Neopost

35. Questions?
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36. THANK YOU
FOR YOUR
TIME!
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