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J u l y 2 0 1 4 / Q U I C K P R I N T I N G 15 w w w. M y P R I N T R e s o u r c e . c o m cycle and across a variety of media channels, they can transform customer relationships into loyal, long-term relationships," she reported. Sweeney is another expert who stresses the primacy of data, asserting that correct data is essential to making sure mail is sent to the right parties. "If you're sending a postcard to new home- owners, it may be selling furniture, lawn mowers, or lawn care services," she said. "But if sending it to renters, you wouldn't want to include pitches for mowers or lawn care because renters don't need those things. Data is king, but data can cause prob- lems if used incorrectly." Understanding postal requirements also is key. The US Postal Service does a terrific job of education in ways to successfully deploy direct mail, and its promotions are a great way to leverage that education, Sweeney added. She said a USPS promotion running August 1 through September 30, for example, called "Emerging Technology" features a two percent postal discount to participants if mail programs include augmented reality or Near Field Com- munications. "There is abundance about direct mail both on the USPS.com website and in information provided by equipment manufacturers like Xerox," she said. Knowledge of postal regulations and recommendations can be turned to a PSP's advantage. "We brought in clients for a seminar on postal regulations and how to design an effective mail piece that saves mailing costs," Simpson relat- ed. "That positioned us as experts in the mailing field." Sweeney believes PSPs should not wait to parlay direct mail into profits. Their rivals won't. "The window of opportu- nity is now," she urged. "More and more businesses and marketing executives are challenged to deliver results. Direct mail works; it's not a question of technology. The technology is all there. It's a matter of proving yourself and marketing your services." There is one final consideration that skeptical PSPs should remember before all else, Simpson concluded. "If direct mail didn't work, why are eBay, Yahoo! and Google using it?" she asked. "They all are!" Technology Update On June 10, Kodak launched its Pros- per 6000C model, an inkjet web press targeted to high-volume commercial printers and capable of running speeds up to 1,000 feet per minute (fpm)—656 fpm on glossy stock. At 90 feet long and featuring some 20 patent-pending innovations, the new Prosper has been Imagine more "We did $70,000 in printed apparel sales in the past three months. Our average margin was 68%. We say, 'Our AnaJet prints money.'" - HENRY LANDAU, LANDAU'S OF PRINCETON, NJ Run hundreds of prints daily on the fastest, most reliable direct to garment printer. Stop outsourcing printed apparel orders; keep all profits in-house. Learn more at anajet.com/wearables Booth #454 Chicago Sept 28-Oct. 1,2014 855.899.8791 For more information, visit MyPRINTResource.com/10209486 intentionally designed to look like a high-speed, web-offset perfecting press. With a media range from 42 gsm to 270 gsm (including 12-pt. card stock), the new digital press will "expand the reach and applications of commercial inkjet" into more journals, manuals, catalogs, inserts and, of course, direct mail, said Will Mansfield, worldwide marketing director of Kodak Inkjet Printing Solutions. Presently in beta-test mode, the Prosper 6000C will become commercially available some time this summer, according to Mansfield. The 6000C price point starts at $3.6 million. ◗◗ QP_12-15_0714_DirectMail.indd 15 6/16/14 4:01 PM