Clients Need Production Runs Across Spectrum of Quantities

Share this content:
I read with interest the article by Terry Woods ("Optimizing High-Volume Mailings," Aug. 6). He stated that the in-line process was "... only practical for very large and frequently repeating matched mailing jobs." Life would be simpler if our clients required only very large and frequently repeating matched mailing jobs, but the truth is that they have traditionally required production runs across the entire spectrum of quantities, often with completely different format requirements on each job.


From our experience in the direct mail industry, we know that the in-line process frequently turns a cost-prohibitive project or format into a very cost-effective one, even with runs below the million mark, because of the multiple operations that can be simultaneously performed on the press and converting line. The in-line process shines when the format or mail piece requires extensive personalization and a large number of components with a complex format, and when schedules are tight.


Personalization integrity is maintained by printing additional QC documents as you run, using QC numbers to check for accuracy so that operators don't have to understand all the variables. As to cost, depending on format and personalization, the in-line process can be cost-competitive in quantities as low as 200,000 pieces.


Ted Gaillard, Senior vice president, sales and marketing,


Webcraft, a direct marketing service of Vertis, Charlotte, NC



close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above