One-to-One Marketing

But these trends can be reversed with the right care built into a one-to-one marketing campaign, he notes — one that’s built on driving data and the right offer to the customer.

Digital Printing: The Direct-mail Enabler

One of the key enablers for direct mailers latching on more quickly to variable-data printing was the premiere of digital color production presses. These solutions caught on quickly in the direct-mail segment. They offered good color quality, significantly reduced makereadies, a totally digital workflow and the ability to efficiently produce shorter runs — down to a single-piece output, in some cases.