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Direct Mailing Company Masterworks Looks to Better Personalize Mailing with New Technologies

Published on March 16, 2012

Masterworks's Caleb Atkinson reflects on how they can incorporate the technology shown at the pre-drupa HP Inkjet First Look event at O'Niel Data Systems in Dallas.

Hi.  My name is Caleb Atkinson.  I’m with Masterworks.  We are a direct mail agency that deals with non-profits.  Today I’m at O’Neil Data Systems and checking out their new HP products they have here.  At Masterworks we do a lot of direct mail and do a lot of personalization with direct mail.  And that direct mail—the products that HP has here will help us personalize our direct mail better to our clients.  At Masterworks we do direct mail fundraising and each and every month our clients send out newsletters to appeals that gets that particular donor engaged into that particular organization, and we use direct mail to help their donor base to be engaged in direct mail.

In the modern world where we live in you have two choices.  You have the choice of actually printing the letter shell and then black-lasering whatever customized data you have for that particular donor.  What O’Neil and HP brings is 100 percent personalization, both on the images that you can give and on the text that you can give.  This inkjet technology brings us to a new—brings our non-profits and our clients to a next level of personalization through data and using your data that we know about our clients.

What this technology does for our clients is the ability to personalize in ways that we’ve never been able to do before, to use color; use, for example, text.  You could use red text in the middle of a paragraph to grab a person’s attention.  You could use a photo that is—a photo that has been personalized to that particular person using data.  Today it’s going to change how our donors react to the organizations that they donate to.  

HP has really changed the game and the application of coded stocks.  And today I just saw a poster of a—a movie poster that is amazing where the quality of print has come to.  And from a year ago, from the HP event a year ago in LA, the technology and the paper, and the adaption with the paper companies, have really changed what these machines can be used for.

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