WhatTheyThink

Inkjet, toner and reader response rates: Does print quality affect results?


Sponsored by RISO

A new study by research firm Interquest challenges the belief that glossy direct marketing mailers deliver superior response rates when compared to matte finished materials produced with inkjet technology. This session will review the results of the study, which involved mailing more than 10,000 postcards to marketing executives in the financial services, healthcare, banking and manufacturing industries to measure response rates against cost of production. Attendees will also hear from print executives who are using both technologies and learn how they determine which technology to use to best meet the client’s business requirements. Attendees will be able to download the full research report.

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