WEST DEPTFORD, N.J., and ROCHESTER, N.Y.-- The Total Mailing System Inc., a full-service direct-mail production company, is using a Xerox Corporation iGen3 110 Digital Production Press to expand its personalized, full-color digital printing capabilities. To showcase and promote these new capabilities to potential clients, the company produced an open house direct-mail campaign that is expected to deliver at least $500,000 in new billings and $100,000 in incremental business from current customers by the end of the year. According to Jim Capanna, manager of business development, The Total Mailing System Inc., the ROI on the direct-mail campaign is expected to be 2,000 percent. The personalized, full-color creative mailer - produced on a Xerox iGen3 press - included a sound chip with a voice message and a song. The document generated a response rate of 25 percent and led The Total Mailing System Inc. to win two Philadelphia Direct Marketing Association awards - a Benny Award in the technology category and an honorable mention in the self-promotion category. "The direct-mail industry is growing, and our clients are demanding more one-to-one marketing jobs," said Capanna. "The iGen3 110 press is ideally suited to help us meet this demand for affordable, short-run, personalized digital printing." The company uses the digital press, installed in February 2006, for applications such as brochures, postcards, small books, catalogs, sell sheets, point-of-purchase displays, and literature for sales representatives. Much of this work is template-driven on the Web, where customers can go online and order small quantities of more timely and relevant personalized materials. Capanna said the company did extensive research on digital printing but chose the Xerox iGen3 press - with a Xerox FreeFlow DocuSP color server - over competitive products for its leadership in digital technology, outstanding image quality, and its service and support. "No one does it better than Xerox," he said. Many of The Total Mailing System Inc.'s clients are commercial and offset printers, resellers, and print brokers who demand full-color, short-run, print-on-demand jobs. According to Capanna, these clients need to provide their customers with retention, loyalty, and one-to-one marketing programs in both the business-to-business and business-to-consumer channels.