DirectMag.com reports that Superior Printing Inks has achieved more than a 50% response on it's direct mail efforts. The campaign targets printing plant executives and managers. In the mailing, Superior Printing Inks offers to set up an on-site ink-mixing demonstration at the printing plant.
Highlights
- Superior used a 3-D variable data printing system that allowed it to specifically target either CEOs or managers at its printing-plant prospects.
- The campaign cost less than $10,000.
- DMA studies confirm that for B-to-B DMers, dimensional mail produced a 5.14% average response in 2004 and 4.66% in 2005 - the latest figures available (Direct, June 1, 2006).
Discussion
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