WhatTheyThink

Premium Commentary & Analysis

You’ve Got Mail: Mailing Technology Continues to Revolutionize Direct-Mail Marketing

Today’s mail technology enables campaigns that are truly cutting edge, and that edge is getting sharper.  We’ve barely scratched the surface of what can be done with personalized, customized messaging printed on the outside of the envelopes. Heidi-Tolliver Walker takes a look at the current state of the art.

Wednesday, June 07, 2023

Look inside your mailbox. This isn’t your father’s direct mail. Today’s mail technology enables campaigns that are truly cutting edge, and that edge is getting sharper.

From an automation standpoint, we have “lights out” workflows, AI, and triggered mailings. While at full production speed, we can produce full-color, high-resolution, on-envelope imaging with full bleeds. We’ve barely scratched the surface of what can be done with personalized, customized messaging printed on the outside of the envelopes after they have been stuffed and sealed with variable content.

What is remarkable about these applications isn’t just the individual technologies on which they draw. It’s the combination of these technologies to create new (profitable) applications never before possible or even imagined.


Continue reading your article
with a WhatTheyThink membership.

WhatTheyThink Annual Membership

Less than $4/week.

Get unlimited access to in-depth commentary and analysis covering the latest trends, emerging technologies, operational strategies, and key events across every segment of today's printing industry.

Stay informed. Stay competitive. Stay ahead.
WhatTheyThink Day Pass

$5 for 24 hours

Unlimited access to all of WhatTheyThink. Get your Day Pass

Already a member?
Sign In

About Heidi Tolliver-Walker

Heidi Tolliver-Walker is former print industry magazine editor and long-time industry analyst, content developer, author, and blogger. She has written for the industry’s top publications, research companies, and private companies for the past three decades — so long that she still has an AOL address, which she signed up for back when AOL was still cool. You can reach her at [email protected].

Recent Articles from Heidi Tolliver-Walker

Does TikTok Work for Printers?

Does TikTok Work for Printers?

What would a printer’s TikTok posts look like? Back in March, we discussed how (and why) printers should learn from TikTok. This week, we look at three printers who are actively creating and posting content. Read More

AI Is Creating Superficial Thinkers. Should Employers Panic?

AI Is Creating Superficial Thinkers. Should Employers Panic?

Almost exactly one year ago, WhatTheyThink published an article titled "What AI Means for Your Future Workforce." Today, all of the lessons of that article are showing up in hiring surveys. Heidi Tolliver-Walker takes a look at the Hirevue Early Careers Hiring Global Benchmark Report. Read More

What TRULY Makes You Different From Your Competitors: A Conversation with The Foley Group

What TRULY Makes You Different From Your Competitors: A Conversation with The Foley Group

If someone asked you what truly made you different, what would you say? Quality, price, and customer service like everyone else? Or could you articulate what truly makes you different from the guy next door? We have started a series interviewing printers who can answer the question differently. This week: The Foley Group in Yorktown Heights, N.Y. Read More

The Data Center Debate: Is It Coming to a Town Hall Near You?

The Data Center Debate: Is It Coming to a Town Hall Near You?

With thousands of data centers slated to be built, what’s the impact on the printing industry? Already in an energy- and water-intensive business, printers (especially in rural areas) stand to be impacted more than they realize. Read More

How Wise Labels Helped Collect 40,000 Pounds of Food

How Wise Labels Helped Collect 40,000 Pounds of Food

Let’s celebrate the good things! By donating 35,000 bag labels, Wise helped collect nearly 40,000 in food donations for people in need in the Minneapolis, Minn. area. Read More