roundtable 2005 frenkel

PrintSoft Inc

David Frenkel

Making micro-segmentation

marketing easy & profitable

PrintSoft

• Global Leader Automated Document Systems

• Started 1989 Melbourne, always profitable

• 6000+ licenses

• Customers in 50+ countries

• 1000+ bureaus

• Financial services, utilities, telcos, retail

• Subsidiary of

• A$4 billion, highly profitable corporation

• Technology innovator – joint development

• Strategic focus: efficiency and effectiveness of printed and related electronic documents

“Our invoices suck”

Rosie Cassidy, Gannett

• Is this is a common feeling?

Inserts become “Onserts”

Credit Card

Statement (Israel)

Printed on

Kodak Versamark

Selling variable-data-

driven advertising space

Highly successful

Caltex/Sigma Korea

Gas station loyalty-program

statement

•Used to be a black & white

application with a booklet of

vouchers

•Transactional and demographic

data

•Have to go to gas station to

redeem

French Telecom sells 500% More

Presents a typical “Standard Time” on the basis of an all-inclusive, fixed-price tariff for 5 hours

Explanation of how the fixed-price tariff works

7 fixed-price tariffs available: from 3 to 20 hours

Variable fields

Breakdown of duration of “Standard Time” calls with 3D Chart representation

Reminder of current average time and costs of local calls

Sets out benefits of subscribing

Shows the most suitable fixed-price tariff

Opportunity to “trade-up” with two alternative tariffs

Map on the back showing the area covered by the fixed-price tariff

Variable fields

What would help

you do your job better?

Observations

• Desire for greater audience &

messaging granularity

• MAAX can help provide very fine-

tuned segmentation

• A time of experimentation – many

small campaigns

Evolution …

or Intelligent Design?

From Mail to Bulk-Mail to

Phones to E-mail …

Back to Intelligent Multimedia

Mail

A sea-change in mail • Hybrid Mail

– Produce campaign

– Distribute production to best sites

– Cleanse, co-mingle, sort, produce

• Australia

• Brazil

• South Africa

• Switzerland

• Italy

• USPS did try

Opportunity

• Outbound phone solicitation has

become a social pariah

• E-mail SPAM filters and overload

• Good old-fashioned mail that has

personally relevant messaging,

graphics, photos & charts can help fill

the void with finesse and lower costs

The desktop mailing system that

improves staff productivity, slashes costs and shortens delivery times

Australia’s largest retailer

40% Cost reduction

Phone room 30 reduced 10

Nuanced collection messaging

Sample D&B letter

Saving expense and time

Preventive medicine • After bad service: Personal letter from

the publisher & offer, to inoculate the

account from abandonment

– Include coupon as mea culpa integrated

into mail piece with bar code

– A special offer tied to customer history,

e.g. for advertising their next garage sale

DeskDirect

Traditionally:

– Large mailings outsourced

– Smaller mailings done in-house

Issues

• Limited labour resources

– Better if staff spent more time on

revenue-generating tasks

• Costs:

– Staff time

– Printer & consumables

• Purchase price only 5% of TCO

• Support = 50% TCO

Costs • Paper - $0.03 / page

• Envelopes - $0.04 each

• Labels

• Consumables e.g. ink - $0.03 / page

• Hourly wage - $16.00

• Hours per 100 pieces - 3

• Labor per piece - $0.48

• Postage (clean mail) - $0.45

Costs

TOTAL

$1.03 for a one-page letter

Some estimates as high as

$1.50 - $2.90

Wouldn’t you like to:

• Free up staff

• Reduce costs

• Shorten delivery times

• Receive postage discounts

• Increase personalization

• Ensure corporate standards

• Reduce number of templates

What is DeskDirect?

• Create mail on desktop

• Electronically submit to service

bureau or central print

production center

• Inserted in mail stream

DeskDirect benefits

• Users send letters without

leaving their desks

• No more printing, folding,

inserting or mail handling

DeskDirect benefits

• Centralized consolidation of mail

– Automatic sorting, bar coding and

postage discounts

• Reduce requirements for

– Desktop printers

– Stationery management

– Mailroom overheads

– Manual mail-processing tasks

DeskDirect benefits

• Increase personalization to

maximize response rates

• Shorten delivery times

• Fewer document templates &

easier maintenance

• Stronger customer relationships

Possible Applications

• Customer correspondence

• Direct marketing letters

– Your own

– Advertisers

• Bad-debt communications

• Support mailings

• Payment reminders

• Notices

• Advertiser reminders and upsells

The desktop mailing system that

improves staff productivity, slashes costs and shortens delivery times

Let’s have a closer look …

Create a document template

Attach database

Insert variable data and images

Proof document

Submit document

• Click on Send button

• Select printing requirements

– Paper type

– Envelope size

– Inserts

– Color

Sending

• All resources zipped and encrypted

• Send via:

– Secure email

– FTP

– Internet

Printing Center

• E-mail confirms receipt of files

• All documents aggregated, sorted,

routed and batched for production

efficiency

• Service provider can provide

address validation, cleansing,

sorting, bar coding & archiving

• Printing >> mailing

Hybrid Mail Engine Control Screen

Functions

Job View • Documents received

& automatically aggregated

Job view

• View documents by:

– Captured

• Stationery type/finishing needs

• Previously defined sort groups

– Allocated to a print job

• Unprinted

• Printed/reprinted

• Finishing stage e.g. inserted, finished

• Dispatched

– Routed

Configure Job

• Select Batch and click on Configure

Configure Job

1. Select printer & inserter

2. Select paper, envelope & inserts

Live update

Job View • View newly created print job

Print View

• View Print Batches

Printer Configuration

• Fine-tune printer settings

Reprints

Route Jobs • Select batch and destination

See forwarded documents

Status View

• View status of all jobs

• Manual update possible

Customer Enquiry • Customer view of all jobs

Set up equipment at each node

Set up equipment details

Stationery Configuration

• Set up stationery types & inserts for

each customer

Thank you