Intelligent Mail barcode – What it means for your business.

Intelligent Mail Barcode

What is the Intelligent Mail barcode?

The Intelligent Mail barcode, or IMb for short, is the new standard of mail tracking from the US Postal Service.  While this has been around for quite a few years, it will become mandatory for presorting your mail on January 28th, 2013.  This comes one day after the postage rate increase on January 27th.  The IMb will allow for more accurate tracking of your mail, as it includes much more detailed information than the current standard.

How will the Intelligent Mail barcode affect my business?

Intelligent Mail barcodeThat really depends on how you use mail currently.  If you do very little mailing and are paying full rate postage, it will not affect you at all.  If you are a company that does volume mailings, (for billing, marketing, etc.) then it will drastically affect the way you mail.  Remember that the IMb only applies to presorted mail, therefore it will only affect those that try to receive volume automated discounts.  For those that fall into this category, you will require sorting software updates, a new addressing machine, or a direct mail house to help you process your volume mailings.

What is the benefit of the Intelligent Mail barcode?

There are quite a few benefits to using the IMb.  These will differ depending on your industry and where you reside within your organization.  For sales and marketing professionals, the ability to track your mail will afford you the knowledge of when your prospect will receive it.  Instead of your package winding up at the “bottom of the pile”, you can now follow up as soon as it hits their desks.  For people in accounting and legal, the IMb provides a cost effective alternative to certified mail.  Now you can get delivery confirmation for mere pennies.  For anyone who ships or mails, just having the ability to track mail similar to carrier services such as UPS can be extremely beneficial.  Companies that adopt this method will be able to reduce their overall shipping costs.

  While we all may not be comfortable with change, it is hard to ignore how positive some change can be.  Adopting this new standard will not only benefit the US Postal Service, but also your organization.  This type of win-win scenario will help keep mail relevant for years to come.

As an integrated marketing company, Print Tech has been providing direct mail services for over 30 years.  If your marketing is in need of a boost, give us a call and see how we can make your marketing sizzle!
(908) 232-2287
[email protected]


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Paper Isn’t Just Good For The Environment – It’s Good For Business.

Paper Isn’t Just Good For The Environment – It’s Good For Business.

I recently came across an outstanding article in Quick Printing Magazine that talked about some of the pros of paper.  Many have been conditioned over the years to think paper = bad, but as it turns out, that’s just not the case.  Since I work for a company with FSC Certification, I was aware of some facts, but a few were a surprise even to me.  The truth is that paper can be good for the environment, as well as for business.

Why Paper is Good for the Environment

  • Paper retains carbon dioxide as if it were still a tree.
  • The paper industry, under FSC and similar guidelines, plants 2 trees for every one harvested.
  • No forest with an established ecosystem is ever harvested for paper.
  • Only 1/3 of paper is actually directly made from trees.  The rest is a mix of sawmill waste and recycling.

Not bad facts.  Aside from this, you have the added benefit of paper being a sustainable and renewable resource. The jobs that are sustained by the paper industry each year are yet another benefit.  So next time you see an email footer encouraging you not to print an email, feel free to do it anyway.  Just be sure to recycle it!

Why Paper is Good for Business

From a marketing standpoint, ink on paper is still the most preferred method of communication.  Now you may chalk that up to age groups, but that’s simply not the case.  Direct mail communication is preferred in almost every communication category by every age group.  This is attributed to a lot of factors, but the main one is the overabundance of digital communication.  People are inundated with emails, tweets and pop-up advertising and have turned a blind eye to much of it.  Here are a few facts on why paper is good for business:

  • 95% of Baby Boomers immediately look through their mail.
  • 87% of Gen X/Y do the same.
  • 56% of Baby Boomers shop from catalogues.
  • 73% of Gen X/Y use coupons received in the mail.
  • Mail is considered more personal by all age groups.

When you put all of this together, it’s easy to see the benefits of paper.  The next time you think about going digital, be it an email, a tweet, or a pop-up, give paper a second look.  You may find yourself doing something good for the environment and your wallet.

 As an integrated marketing company, Print Tech has been providing direct mail for over 20 years.  If your marketing is in need of a boost, give us a call and see how we can make your marketing sizzle!
(908) 232-2287
[email protected]

Postal Rules Are Changing… Again.

Postal Rules Are Changing… Again.

 With the rising cost of postage and sometimes confusing rules, it’s easy to understand why many are opting for cheaper, do-it-yourself methods like email for marketing. Unfortunately for those that do, they are missing out on what direct mail can offer their clients and prospects. With the recent announcement of the US postal Service “2nd oz free” program, your local post office is doing more than ever to help you get the most out of your marketing. By taking advantage of offers like this and using a trusted direct mail house to help you navigate postal rules, it can still be cost effective and easy to use the one medium that still offers the highest response rates around.

Below you will find some updates on what will be happening with one of the most commonly mailed pieces, the folded self mailer.

Postal Changes, January 5, 2013: Folded Self Mailers (FSM)

•          Length: A minimum of 5 inches and a maximum of 10 1/2 inches.

•          Height: A minimum of 3 1/2 inches and a maximum of 6 inches.

•          Thickness: A minimum of 0.007 inch; (0.009 inch if the height exceeds 4 1/4 inches or if the length exceeds 6 inches); the maximum thickness is 1/4 inch.

•          Maximum Weight: 3 ounces.

•          Rectangular, with four square corners and parallel opposite sides.

•          Within an aspect ratio (length divided by height) of 1.3 to 2.5, inclusive.

•          Maximum number of panels, bi-fold, tri-fold and oblongs: 12 for FSM’s constructed of non-newsprint paper.

•          Exception: Quarter folded self-mailers made of a minimum of 100 lb book grade paper may have 4 panels and those made of 55 lb newsprint must have at least 8 panels and may contain up to 24 panels.

•          The final fold must be on the bottom, for oblong pieces, the final fold is on the leading edge.

•          New language added about glue as a sealing method. New language added about a variety of optional elements that can be incorporated in the FSM design such as attachments, loose enclosures, perforations, and die-cuts.

Postal Changes, January 5, 2013: FSM Tabbing requirements

•          Pieces up to 1oz require 2 tabs at 1″ dia.

•           Pieces over 1oz require 2 tabs at 1-1/2″ dia.

•           Mailers can no longer use tabs with perforations.

•           No tabs on the bottom panel.

•           All Folded Self Mailers now require a minimum of two tabs.

•          Tabs can be positioned in 2 places, as illustrated below. Some of the illustrated placements are changes from what you’d see in DMM/QSG 201b, and reflect the various rule changes summarized.

If it seems a little confusing, you’re not alone.  Sorting through postal rules is one of the primary functions of any direct mail house.  If you have any upcoming projects, give your local provider a call.  Companies like ours are all too happy to help!

As an integrated marketing company, Print Tech has been providing direct mail for over 20 years.  If your marketing is in need of a boost, give us a call and see how we can make your marketing sizzle!
(908) 232-2287
[email protected]

Have a second helping of postage… free!

Do you know anyone who doesn’t like free stuff?

I didn’t think so.  Even as an adult, I would challenge you not to get a second helping of ice cream if it was free, even though you know what it means for your waistline.  The US Postal Service has really stepped up their efforts to keep mail relevant and appealing to business owners.  Their latest offering is one of a free 2nd oz. of postage.

In today’s economy, companies are always searching for new ways to stretch their marketing dollars. This has created a receptive climate among many large businesses for the USPS recently introduced 2nd Ounce Free pricing.

“Commercial mailers, knowing that they can now mail letters weighing up to 2 ounces at the 1-ounce postage rate, are leveraging 2nd Ounce Free pricing to make money and save money,” said Gary Reblin, vice president, Domestic Products. “Some of our largest customers, who typically use First-Class Mail to send bills and statements to their customers, are using the extra free ounce for promotional inserts and other marketing materials.”

Did You Know?
Postage can be reduced by more than 50% by presorting your mail.

The Postal Service’s new pricing, coupled with the fact that consumers — including 18- to 34-year-olds — prefer direct mail for receiving brand communications, are enticing companies to use the extra ounce to cross-sell and upsell products and services.

“Credit card companies are now able to market to their best customers — those with the heaviest statements — without having to pay additional postage,” said Reblin. “And utility companies are using 2nd Ounce Free to educate their customers and reduce call center calls. 2nd Ounce Free is also a great way to measure mailing success by including a coupon with a seasonal sales announcement.”

So what can you do with an extra ounce of free postage?

To “make money and save money” with 2nd Ounce Free, Reblin recommends these five tips:

  1. Add a survey or reply piece to learn more about customers.
  2. Include promotional inserts or special offers to already planned customer mailings.
  3. Share company news or build awareness of a new or upgraded product by including a quick announcement.
  4. Include a newsletter or memo to clarify information and reduce call center calls.
  5. Generate new revenue by selling the extra space to relevant business partners.

2nd Ounce Free is meant to stay. It is not a limited-time promotion, but a new price for First-Class Mail presort, automation letters. (It does not apply to single-piece letters mailed by consumers.)

As an integrated marketing company, Print Tech has been providing direct mail for over 20 years.  If your marketing is in need of a boost, give us a call and see how we can make your marketing sizzle!
(908) 232-2287
[email protected]

Big Data – How much knowledge of your customers is enough? How much is too much?

  Well it appears that the last post we did on bad data was quite the hit.  With that, it dawned on me to categorize our posts by issues that our readers gravitate toward.  Welcome to the new Data Series from Print Tech!

  A recent read on the website presented a post that discussed “Big Data”.  In the article, the writer discussed how the buzz word “Relevance” has taken a back seat to this new term.  The truth is, it appears to me to be nothing more than semantics.  Relevance in marketing is the idea that you use your knowledge of clients and prospects to deliver messages that have meaning at the group or individual level.  Big data is the relevant data used to achieve those meaningful messages.

  So what’s the point?  Well none really, but it does apply in a sense to my next point.  What information should you capture and how much is enough?

  Since the dawn of sales and marketing, people have been seeking ways to learn more about their customers’ needs.  I myself will ask questions before a meeting in order to deliver a message that caters to their concerns, rather than boring them with big box presentations.  I learned this technique after a few meetings where participants nodded off.

  The availability of data in today’s world can be a blessing and a curse.  Knowing what makes your audience tick can be a powerful tool, but it can also be a massive turn-off with potential for backlash.  Let’s face it, the idea of being watched makes many people in a free society uncomfortable.  The greatest recent examples I can think of occurred at Target retailers.  Target is absolutely one of the best examples of a company that knows how to collect, analyze and leverage data.  What I will present to you is a positive and negative example of their practices.  Hopefully you can make the call on the enough/too much debate when we are done.

Positive – Target Retailers had long been keeping track of customers’ buying habits by tracking their purchases.  After a long period of analyzing data, Target was ready to launch what would become one of the most successful mail campaigns ever recorded.  They created a piece with 20 variable fields and pulled data to offer coupons by product category based on customers’ past purchases.  As the unique barcodes were scanned, Target was able to track exactly who had responded and what they had redeemed.  The result was a 50% lift in response rates over previous static campaigns, proving that proper targeting of your customers can deliver positive measurable results.

Negative – This same approach caused a bit of a backlash when Target started to analyze data perhaps a bit too much.  By looking at purchase histories, Target was actually able to determine pregnancy with certain combinations. (Scary, eh?) In this case, Target started sending coupons for baby clothes and the like to a Minneapolis woman whose buying habits indicated an impending birth.  The issue arose when the young woman’s father checked the mail and noticed this marketing tactic.  The problem?  The woman was actually a teenager and had not told her parents about the pregnancy.  The irate father stormed into their local Target and demanded to know what was going on, insisting Target was encouraging his daughter to get pregnant.  The store manager, having no idea what was happening at the corporate level, apologized profusely.  He called back a  few days later to again apologize and was informed that the teen actually was pregnant!  Now there is no way to prove this, but I’d bet that family didn’t shop at Target again anytime soon.  Good data can be a real asset to any company, but as you can see, a company can go too far.

  So what does this mean for other businesses out there?  It means that proper targeting can enhance your customer engagement and bring much needed revenue to your company.  Just be careful how much information you reveal back to them.  The best place to start for most companies is a good data append.  Scrub your list through a provider to get the basics.  Depending on whether you are B-to-B or B-to-C, those basics can be vastly different, but in a world where data is king, you won’t have any trouble locating someone to assist your business.  After that, engaging your audience with offers in exchange for information will help you get that relevant data to help you truly understand your customers.  And if they willingly give you data, you can avoid any of the unpleasantries that Target experienced.

As an integrated marketing company, Print Tech has been providing data services for over 10 years.
If your data is in need of some cleaning, give us a call and see what good data can do for you!
(908) 232-2287
[email protected]

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‘Tis The Season To Do Trade Shows

Two times per year, a brief period comes along that some cherish and some dread. What I am referring to is trade show season. There are a myriad of pros & cons to participation in these events. One of the cons that I have experienced is the cost. Marketing budgets are running lean these days and some companies have stopped attending entirely or, at the very least, diminished their trade show presence. For those that fall into the latter category, one question seems to come up more than any other: “How do we make this event a success?”

There are many ways to get the most out of a trade show, considering you have a limitless budget. If you are fortunate enough to fall into that category, you can stop reading now. For the rest of you, here are a few tips on how to keep costs down and maximize impact at the same time.

1. Getting Attention – Studies have shown time and again that certain things like use of color or moving images draws more attention. Booth technology today allows for use of moving, interactive projected images in ways that could only be dreamed of 10 years ago. If you don’t have this technology today, make an investment. Now part of this blog talks about saving money, so why the investment portion? Two reasons: For one, it will provide the impactful presence you require. For the other, new booths are lightweight and easy to assemble. This saves large amounts of money over time as many can be transported & set up by the user instead of incurring shipping and drayage. The overall savings can add up to be quite substantial. The more shows you do, the greater the savings.

2. Pre-Show Marketing – Come up with a killer offer and let every attendee know about it. Trade shows vary in size, so your cost will be strictly head count determined, but the real value here lies in the ROI. An integrated marketing campaign that leverages print, e-mail, SMS and web interactions has not only a greater impact, but gives attendees the ability to schedule time at your booth beforehand. Starting with mail, discuss your offer and get their attention. Drive them to the web to sign up for a time slot at your booth. Follow up with periodic e-mails, not just as reminders, but also to snag extra attendees who didn’t respond to the mailing. Text the attendees on the floor before their scheduled times to dramatically increase your impact and response rates. The last step is to secure a solid follow-up. Keep your list handy and get those appointments people!

3. Promotional Items – These days, promotional items go far beyond the stress balls and mouse pads of yesteryear. As an attendee of a great many shows, I can tell you have not bought a pen in years, but I also couldn’t name one company printed on those pens. People tend to glaze over most of the company names on promo items. One way to help people remember you is to give them something useful on a flash drive, such as an app. Memory costs have come down substantially in recent years and there are cost-effective tools & companies to generate apps that people can actually use. Make sure the app is branded to your company, and if possible, make it tie to services or products your company provides, leading to potential business driven right from the app.

Whether you attend 1 or 100 trade shows this season, remember that there is little point in doing anything if it’s not done right. Follow a few basic guidelines and get your team properly prepped and you could be changing your tune about trade shows sooner than you think!

Bad Data

A case for why more is not always more.

As a company that does a large volume of print & mail services, we are on a ton of mailing lists.  I recently came across a postcard that had the name of an employee that has not been with Print Tech for over 5 years.  Now I see this all the time, but this stuck out because it came from a prospect I had spoken to very recently regarding print & mail services.  A month later, I receive this card from said prospect with an invalid name.  Our address was correct however (this had recently changed), proving that the print/mail supplier was observing required practices with NCOA.

Since it was so recent I had spoken to the prospect, I had to give a call, right?  After contacting this person, I hung up the phone a bit stunned.  Here is the essence of the conversation:

Me: “I just wanted to let you know that I received this postcard in error as it came for someone who hasn’t been here for 5 years.  Now we recently spoke about some of our services and I followed up with some samples of my work, but now I’m calling for a different purpose.  Did you know that bad data could be costing you tons of money?  We had a non-profit client where we scrubbed close to 50% of their list to save them money.  Perhaps us scrubbing your list would be a good introduction to my company so you can evaluate if our services would be a good fit.”

Prospect: “Well our printer does it for free.  We don’t have them check the name, only the address.”

(Mind you, I have never had any conversation about price at this point.)

Me: “So you don’t care if your message gets to the right person, as long as it hits the right address?”

Prospect: “More or less.”

It was a little surprising to me that this was the stance the prospect took.  Now this is the part where I slap myself on the wrist.  It didn’t dawn on me until after the call, that this prospect doesn’t know what I know.  In my wild youth I worked for a company called Ikon and one of my jobs was to assist their clients with their mail room operations.

Did you know that every company from Enterprise Rent a Car to M&M Mars had the same mail policy?  If the person no longer works here, throw it out.  This applied to over 20 clients where we offered mail room support.  Therefore each bad name sent to those companies was a waste of print & postage.  Of course there was no way for the prospect to know this.  Nor might they have known that bad data can hurt your reputation for both businesses and residences.

Shame on me, as the expert, to not impart this wisdom.  So here I am sharing this with all of you.  I have seen clients with address lists so bad that it would have cost over $5000 in wasted print & postage if we had not scrubbed them.  Please don’t fall victim to this and make sure your data is clean.

Now excuse me.  I have a call I need to make to a prospect!

Cross-media needs print as its first point of contact

By Jo Francis – Thursday, 23 August 2012

Despite the burgeoning panoply of fancy-pants ways to woo consumers that online and mobile provide, firms often find that good old print offers a cost-effective and reliable way of breaking the ice

A QR code label on a packet of mince; printed magazines with hot links to additional interactive content; near-field communication, social media links, personalised landing pages. An entire garden based around a QR code at the Chelsea Flower Show.
Cross-media marketing, integrated marketing… Call it what you will, it’s an increasingly common feature of everyday life. Brands are coming up with all sorts of clever ways to use the new tools for customer engagement and sales generation. And the good news for print is that, despite all the hype about mobile and social media, print still has a part to play when it comes to creating successful, cross-media campaigns.

The London 2012 Olympics provided a high-profile platform for the sponsoring brands to roll-out fresh ideas for cross-media interactions. BP used QR codes and unique identifying codes on its carbon-neutral promotion, which arrived with Games tickets, of which more below.  Lloyds TSB used the ticket pack to put a promotion directly into the hands of recipients. It sent out what appeared to be a straightforward printed leaflet, which turned out to include an integrated label to be used as a Team GB supporter’s bib. To be in with a chance of winning tickets for the Team GB after-party, recipients uploaded a photograph of themselves wearing the bib to a Lloyds TSB Facebook page.

But getting the mix right is crucial. For example, email marketing is understandably popular, due to its relative cheapness, but earlier this year Pitney Bowes published research that pointed to falling email open rates in cases where email was the only contact point with consumers, with 53% of some 5,000 respondents reporting negative perceptions about email intrusiveness – more than double that for direct mail.

It’s increasingly clear that amid a blizzard of marketing messages, print’s ability to stand out, whether through size, shape or tactile effects, means it can hold its place as a powerful driver of customer interactions.

A recent report on the direct marketing sector by PrintWeek’s sister title Marketing described marketers as “feeling their way” in a world of fragmented media. PrintWeek spoke to three very different companies about their experiences and ambitions in the burgeoning cross-media space.

Global energy giant BP – headquartered in London for more than a century – has been running a high-profile campaign as part of its partnership with the London 2012 Olympic and Paralympic Games, for which it is sustainability and official carbon-offsetting partner. The corporation aims to “inspire millions of people to think about the mobility choices they make every day” through its not-for-profit Target Neutral scheme.

Part of its London 2012 campaign involved an attention-grabbing insert in the ticket pack. Printed on 50% recycled polypropylene, the piece involved pop-out die-cut tags, each printed with a QR code and individual code. By visiting a microsite, ticket-holders were able to neutralise the carbon emissions involved in their journey to Olympic venues, with BP aiming to set a world record for the most individual carbon offsets at a single event.

And those visiting the Olympic Park itself were incentivised to make a further engagement with a souvenir photograph in front of a spectacular Olympic stadium backdrop available for ticketholders who took their individual tags along to the BP Target Neutral Walk.

Spokeswoman Sheila Richardson explains the broader BP campaign:

What sort of cross-media techniques have you been using? “Ogilvy & BP have worked together to produce an exciting new campaign that celebrates every individual – from well-known athletes to the humblest people working behind the scenes – each making a significant contribution to the success of London 2012.  BP’s campaign launched in July,  ‘Here’s to the home team’, celebrates the disparate group of people who helped – in their own distinct and significant way – to deliver the greatest show on earth.  Athletes such as Lizzie Armitstead and Jessica Ennis, who BP supported, are featured in the ads, both in print and on TV.”

How did you find the right supplier to meet your needs? “We have used Ogilvy for a long time for our creative work and campaigns.”

Are you finding any specific combinations of techniques to be particularly effective?

“In this world of multimedia, we believe using a variety of media is the most effective way of getting our message across.”

What difference has it made to your business? “We are not trying to sell anything – our idea behind the campaign is to raise awareness of the Games and to celebrate the athletes and those who support them and others. From athletes (like Jessica Ennis) who shine in the spotlight, to those in the background and humble people working behind the scenes (like tea lady Una Bird), all are doing their bit to help deliver the greatest show on earth. BP recognises that every individual contribution is significant, and we want to celebrate everyone who is involved in helping to make the Games a success.”

From its origins as a small business selling plastic freezer bags, Lakeland has evolved into a home shopping powerhouse, with sales driven by 18 different catalogues a year. It despatches thousands of parcels a day, and has expanded its retail operations, with 59 stores across the country. Marketing director Tony Preedy takes up the story:

What sort of cross-media techniques have you been using? “We use a variety of different channels. With our printed publications we experiment with different sizes and paginations, and we’re particularly driven by the thresholds set by Royal Mail.

We use PEFC or FSC stocks and wherever possible we print in the UK.

In addition to the catalogue, we have website and email marketing programmes. We’ve also recently created a digital magazine for tablets that’s available in the App Store and for Android devices. It’s the equivalent to a 120pp printed magazine.

Last year we also mobile-optimised our website so it serves the website to you in an appropriate form for the device being used.

Other examples include our click-and-collect set-up whereby customers can browse online, reserve items and then collect them from a store that’s convenient for them.

We’ve just opened a new store in Brighton that includes a custom app running on iPads that are built into the store fit. It’s effectively digital point-of-sale. Essentially it’s a test installation for us.”

Are there other techniques you intend to use in future? “We have been experimenting with QR codes but they are a poor solution to the problem and are still pretty small scale. Clearly there is an appetite to consume digital content about products, I think there will be a better solution to this in time.”

How did you find the right suppliers to meet your needs? “From a client point-of-view I have many channels to manage and I seek best-in-breed suppliers in those channels, rather than one supplier who can do everything.

We tender and award contracts to whoever does the best pitch. We don’t use print managers because we prefer to build long-term relationships with the printers we use so that it’s good business for both sides.

Our view is that catalogues remain a very important part of the marketing mix. One of the most cost-effective ways of getting someone to visit a website is to send them a catalogue.

What difference has it made to your business? “There’s a lot of talk about attribution and assigning values to each element of the marketing mix. I can’t get too hung up on each piece in each channel. In a multichannel environment it’s simply impossible to know if a door drop or a catalogue was what sent someone to one of our shops.

It’s futile to try and work out the marginal benefits of each channel. I prefer to look at campaigns holistically.”

Rank Group
Entertainment company Rank Group is celebrating its 75th anniversary this year. The £568m turnover group has focussed on the leisure industries of gaming and betting since 2006, and its brands include Grosvenor Casinos and Mecca Bingo. Rank has more than 2.5m customers who make more than 22.5m annual customer visits to its businesses, which also include operations in Spain and Belgium and online offering Rank Interactive. Head of customer communications David Bealing explains the group’s use of cross-media techniques:

What sort of cross-media techniques have you been using? “Across both Mecca and Grosvenor Casinos brands we have created customised, trigger-based CRM campaigns, utilising all forms of cross-media through our best-in-class Web2Media platform.”

How did you find the right supplier to meet your needs? “After scoping across the Rank Groups brands stakeholders we issued a tight, concise and stretching brief. After shortlist and pitches, Inc Direct were the supplier that was able to meet the business requirements and build the solution from the ground up in a short time frame. We particularly liked Inc Direct’s ‘added value’ providing additional best-practice ideas and insight to supplement our existing strategy.”

Are you finding any specific combination(s) of techniques to be particularly effective? “Good old-fashioned (but highly customised) direct mail continues to deliver strong result for us. However the triggering of email and SMS is also working well for some customer segments.”

What difference has it made to your business? “Having the ability to create highly variable cross-media via our Web2Media tool has increased customer uptake, reduced costs, improved our speed to market and, most importantly, increased our ROI.”

Are there other techniques you intend to use in future? “For us, the future (well it’s already started) is all about much greater segmentation of customer data and making sure we can add actual or perceived value to our customers by deploying segmentation across all cross-media channels.”