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Before Web-to-print, printers were pretty much limited to serving the geographic market in which they are located. Webto-print solutions break through that limitation by enabling you to expand your market by opening up your services to anyone with access to a Web browser, including customers in new markets and new geographic regions. One customer used their Web-to-print solution to expand a relationship with a local business into an opportunity that supports thousands of franchises nationwide.
MONDAY, June 7, 2010 • $2.00 How To Manage One-to-One Campaign Databases By Phil Rose The key to success when deploying any one-to-one commu- nications campaign is proper database management. It may seem like a foreign subject to many print providers new to variable data printing (VDP) or cross media, but it can make or break any campaign. We have all, at one time or another, received personalized direct mail or e-mail messages with a name misspelled or an irrelevant offer. Not only are these communications ineffective, but they can damage the reputation of the organization sending the communication. In this article, I will highlight the ways you can prevent data mishaps and ensure your client’s database is campaign ready. A Clean Database Is a Happy Database A clean database ensures the right message with the high- est relevance reaches recipients. It also means fewer errors and returns on print and e-mail messages, reducing wasted resources. Though it is usually the client’s responsibility to supply good, clean campaign data, providing a data cleans- ing service may be a great opportunity for your operation to expand into a new service-based offering and generate Special Report: additional revenue. Web-to-Print Solutions When cleaning a database, it is good to avoid duplication of effort and do as much as you can at once. If you are in By Marion Williams-Bennett Clearly, there is opportunity in the database cleaning up addresses and phone numbers, The industry continues to buzz adopting Web-to-print solutions. make sure other data meets standards as well. For example, about business opportunities An e-enablement study done are names all upper case when you prefer mixed case? Or that open up for printers when by InfoTrends indicated that 60 are there extra spaces in text fields or unwanted characters, they establish a Web to-print solu- percent of print service providers such as percent or pound signs floating around? Handling tion, but how do printers realize surveyed stated that Web-enabled any potential problems at one time will take slightly longer, these benefits? continued on page 7 but the effort will pay off greatly in the long run. continued on page 6 Inside: ■ Pitney Bowes Opens Newark Facility ■ Gamma Awards ■ How To Price Print Properly PERIODICALS POSTAGE PAPER For All Your Paper and Envelope Needs MART INC. PAPER MART INC. 1-800-772-2001 www.papermartinc.com For All Your Commercial Printing Paper Needs For more information, visit directory.myprintresource.com/10007092 7 multiple data sources for a single job. Web-to-Print problems can enable you to achieve some Using our cell phone company example, continued from page 1 great results. Here are some of the success the data for variable data productio
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