HP announced that LS Direct Marketing has increased productivity and lowered costs with the recent installation of its HP Indigo 7600 Digital Press.
With faster speeds of up to 160 pages per minute, the new HP Indigo 7600 allows LS Direct Marketing to increase capacity and improve turnaround time. LS Direct Marketing customers now rely on the company to deliver more mailers in a quicker timeframe, ultimately expanding their market reach.
“We’ve been pleased with our initial investment in the HP Indigo 7000 and are excited to upgrade to a press that offers clients enhanced print quality, application versatility and cost savings,” said Jeff Horowitz, president, LS Direct Marketing. “Improving our processes by 33 percent not only enhances our profitability, but also allows us to shorten turnaround times and pass on cost savings to clients.”
Since opening in 1997, the Suffern, N.Y.-based company has evolved from full-service advertising to focus on specialized direct communications. Using clients’ proprietary data along with a multi-source consumer and business database, LS Direct Marketing creates, prints and ships customized marketing materials and analyzes response rates, all in-house.
Data driven, multichannel campaigns
LS Direct Marketing has used variable data publishing for years, creating personalized mailers to improve response rates and clients’ return on investment. The HP Indigo 7600 allows the company to fully customize pieces and incorporate embossed-style textures for unique marketing materials tailored to individual recipients.
“Variable data publishing is at the heart of every solution LS Direct Marketing offers,” said Horowitz. “The addition of the HP Indigo 7600 enables us to produce over one million postcards per day on behalf of our clients and include special textured effects simultaneously.”
By adding the HP Indigo 7600, LS Direct Marketing expands clients’ reach by printing more cost-effectively and using those savings to invest in cross-media marketing. With consumers’ online presence growing, LS Direct Marketing encourages clients to create multiple touch points with audiences beyond mail pieces. Personalized URLs and QR codes added to printed materials direct prospects to easily shareable online destinations.