Xerox Trivor Inkjet Printer

Introducing the Fastest Colour Variable Inkjet Printer for more personal, better use of data & improved ROI – A World’s First.

The wait is over: the Xerox® Trivor™ 2400 inkjet printer is here … and it’s going to change the way you do direct mail printing. A UK-first, First Move has partnered with Xerox Worldwide to give you even more options as a print marketing provider. This is a moment in printing history you’ll remember; when affixed addresses to mailers became a thing of the past and personalised, targeted, and customised full-colour artwork became the standard. Digital printing fulfilment will never be the same.

A 20” continuous feed press with myriad customisable options you can turn plain paper into remarkable imagery. It combines proven imaging technologies with new innovations to deliver the next level in high performance, and it requires less space than its predecessors. And with a new digital front end it’s easier to use and meets SLAs without a hitch. It’s the perfect solution to those campaigns that need to reach far and wide with targeted results.

Direct mail flexibility is key and the Xerox® Trivor™ understands this. And it’s fast, too. Choose your resolution from 300 x 600 dpi up to 1200 x 600 dpi and it can deliver 2,400 full-colour impressions and over 2,850 monochrome impressions per minute, with speeds up to 200 meters per minute. The Xerox® Trivor™ uses high-density inks, which mean bold, true colours on plain stock and consistent image quality. Quick to dry, wait times are reduced so you can get your direct mail campaigns out faster.

Adjustable print speed even allows you to slow the press down to one metre per minute at any time during a production run to eliminate unexpected results. It’s power you can trust.

And all that speed and technical prowess equals one thing: productivity. As a business you can benefit from the faster turnarounds and a higher volume print runs with full customisation. If your direct mail is transactional, full white paper workflows mean you can provide your customers with offers tailored to them and statements that alter according to your set criteria, such as spend and other benchmarks. Direct marketeers also can offer more relevant offers in a single print run to each of their clients, ensuring less wastage and more effective use of postal services, as well as better engagement rates with personalised direct mail.

Xerox® Trivor™ 2400, printing powerhouse:

  • 4-35 million A4 impressions per month (in CMYK, 600 x 600 dpi resolution)
  • Up to 57 million colour or 68 million mono A4 impressions per month

 

Contact First Move on 01494 539300 to see the Xerox® Trivor™ 2400 in action. Ask for your own demonstration. It’s even more impressive in person.

 

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Direct Mail by Numbers: Key statistics on the world’s favourite Marketing

Direct Mail in the 21st Century – Infographic

Direct Mail in the 21st Century

Direct Mail in the 21st Century – Infographic

21st Century Direct Mail

Why Direct Mail in the 21st Century?

Got a message that you need distributed? Looking for a method that’s guaranteed to make you heard? Direct mail is a 21st-Century solution to an age-old problem, and it has a proven track record to getting you great results all the time. Don’t just take our word for it: demand proof. Get insight into direct mail’s effectiveness through its ample statistics; numbers that tell a story so you can tell yours.

It must be compelling, make a connection, and most of all, it must be personal. And like all good stories, have a beginning, a middle and an end. Direct mail is the perfect way to get your story across and tell it in a way that engages with your audience physically. So why not make a personal connection with print?

 

No one at home? Leave a message.

  • Average household receives 16 pieces of mail each week
  • 70 to 80 percent of consumers open almost all of their mail
  • 70% of direct mail is opened
  • The same week the average consumer gets more than 100 emails
  • 79 percent of consumers will act on direct mail immediately; 45 percent say the same about email

 

Move from personalised to personal 

  • 80% are more likely to open it if it’s personalised
With personalisation:

·        Direct order – 9 percent

·        Lead generation – 8 percent

·        Traffic generation – 17 percent

Without personalisation:

·        Direct order – 2 percent

·        Lead generation – 3 percent

·        Traffic generation – 3 percent

 

Integrate direct mail with digital media

  • 88 percent of participants want to use mail to drive the web
  • 78 percent used mail to promote specific offers
  • 53 percent looked at cross-media effects, such as social media or web-traffic

 

Push them into action

  • 55% went to a physical retail store
  • 54% visited a website
  • 45% indicated direct mail led to purchase
  • 44% immediate discard direct mail if it isn’t relevant

 

How recipients feel

  • 62 percent of people like to receive mail telling them about offers
  • 70 percent of people welcome mail that rewards their loyalty
  • 56 percent of people welcome mail that gives them useful information

 

Physical isn’t a challenge

  • 71% say the print quality of the paper affects their decision
  • 70 percent of consumers are more likely to open colourful mail

 

Direct Mail: A snapshot

  • Cut through the clutter
  • Attract new customers
  • Enhance customer loyalty
  • Deliver profitable results

 

Sources:

  • Xerox infographic
  • Target marketing
  • DMA

 

Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk for help your Direct Mail campaigns.

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Harness the power of digital to execute your direct mail campaigns

Why use direct mail within your marketing mix?

Harness the power of digital to execute your direct mail campaigns

Harness the power of digital to execute your direct mail campaigns

How can marketeers harness the power of digital to execute their direct mail campaigns? Read our 5 top tips:

There was a time where individual marketing channels were viewed as separate entities. These days, a business does itself a disservice if they ignore other forms of marketing. Customers’ attention is already fragmented with the various options in which they consume media, so why not cover it all?

Direct mail is geared to be effective with any audience, and while it’s superior to email in volume purchases, it’s inferior on cost per campaign. Historically the two types of media competed, but with greater advances in printing technology, marketeers can harness the power of digital to execute their direct mail campaigns.

 

1. It’s Physical

One of the regular arguments for direct mail is its physical nature. You can’t get replicate it with an email, but you can use a digital to make it something that will resonate better with the recipient. It needs to stop them in their tracks—only handling a mailer doesn’t cut it to achieve significant results. One way to do this is to give something away with it that requires interaction. A coupon directing the recipient to the website with a redemption code enlists their action and converts them in a physical way. They needn’t purchase, but holding something physical establishes a relationship and makes people do the things you ask them because it’s real. And because people hold onto a mailer for 17 days after they’ve received it, you still get their attention when they look at it every day.

 

2. It Conveys Emotion

You can shout as much as you want using traditional advertising methods in an increasingly online world, but that doesn’t mean anyone’s going to hear you. You need to create something that connects directly on an emotional level. We used to wonder how we can get into people’s most intimate sanctum and now with smartphones they’ve practically invited us in. Think how that digital connection can translate to a real-world application. Big data allows us to see how people interact with their devices so with a little insight and creativity, a direct-mail piece can reflect their online behaviour. It can be as simple as a physical version of your customer’s wish list, and when they’re holding your product in the their hand it’s easier for them to envision it in their life and convert to purchase.

 

3. Unparalleled Personalisation

More than just a name and address on an envelope or mailer, direct mail has unprecedented access to get personal. While consumers treat email containing personal information with suspicion, direct mail has a certain authenticity that can’t be replicated. Think about customer behaviour to influence your direct-mail offering and you’re well on your way to large returns on investment. Change your messaging, revise the offer, or trigger specific mailers whenever the customer performs a predetermined action online. With new technology like the Xerox Trivor, you can send out a mailer with little notice and greater speed than ever.

 

4. The best of both world’s

By testing with email we’re better at predicting direct-mail results. Firstly it’s cost-effective and allows you immediate insight into which offers, propositions and demographics work best. Unique URLs even give you a secondary personalisation option and highly detailed and accurate tracking. It’s the best way that email can give your direct mail campaigns a predictable level of sales, so guessing if you’re going to make a profit is finally coming to an end. Email for predictability, direct mail for volume sales.

 

5. Higher Response Rates

Six months’ email (based on 28 emails over 26 weeks) yields the same amount of revenue as one direct mail event in one month, that’s 28:1 sales ratio. With a greater response rate it can free up your marketing budget to do concurrent activity: primary sales from direct mail with testing and complementary follow-up with email. It also frees up your email to highlight other products or services, or introduce flash sales and incentives for more dynamic campaigns. You should be continually reaching to new audiences and markets so why not start testing with email today and sell with direct mail tomorrow?

 

Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk for help with your Direct Mail campaigns.

 

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Why use Direct Mail within your Marketing Mix?

Key Statistics: Direct Mail vs Email

Direct Mail in the Marketing Mix

Why Use Direct Mail Within Your Marketing Mix?

You’re planning your next marketing campaign—how will you spend your budget? Planners get paid good money to define which kinds of activity your campaign needs. Do you choose to work below the line or above the line, or a combination of the two? Are you just digital or do you have spend allocated to more traditional outlets like television and newspapers? And where does direct mail fit into all of this? When you learn that 79%* of direct mail recipients respond immediately to a mailer you soon realise that it would be foolish to overlook.

Not only does direct mail work as a standalone, it integrates perfectly with any marketing mix. The older cousin of all the other forms of media, it’s more tested and proven effective than its counterparts. Direct mail is a lot easier to quantify, both in terms of expected outcome and later, return on investment. Its measurability is a welcome insight to marketeers. And it helps to prove your case to your superiors when you’re armed with better information. Just think how it’s easier to have a campaign approved a lot more swiftly if you can show its worth.

Direct mail is the human element your campaign is missing. Not only does your message go directly to their home or business, it ends up literally in their hands. It can’t be ignored—the recipient must do something physically with it, and more than a quarter will keep it for future reference. When they can touch your product or service at the first point of contact, you’ve already made a connection. How you interpret that is yours to decide and is only limited by your imagination. It could be a free sample, an opportunity to experience your product or service at a demonstration, or perhaps you can lure them with a solution to problem they might have.

With a direct-mail presence in your marketing mix it means a more integrated campaign and consistent messaging across all channels. Being ubiquitous is the way through to your customers when competing for their attention in a crowded marketplace. You give your customer multiple opportunities to contact you by providing handy reminders along the way. When you are speaking to them directly to their specific needs with direct mail you’re one step away from a handshake.

 

For more information on how Direct Mail can work within your marketing mix please contact us enquiries@firstmove.co.uk or call 01494 539300.


References:

* DMA (2013: Why direct mail still matters, The consumers’ case: infographic report)

The full From letterbox to inbox: building customer relationships 2013 report can be downloaded from http://dma.org.uk/toolkit/letterbox-inbox-building-customer-relationships-2013

 

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Xerox Partner

The Trivor™ Frontier: Engaging Customers with Direct-Mail Technology

We’re pleased to announce First Move Direct Marketing has become a trusted partner of Xerox Worldwide.

More than just a supplier of high-quality printing and direct-mail solutions, we have been acknowledged by the world leader in digital printing. We kicked off the partnership by being the first in the UK to have their new Trivor™ 2400 Inkjet Press, an unparalleled machine that provides super fast and personalised mailing in the blink of an eye.

For our customers this means a quicker turnaround for mail campaigns and a way to create as-they-happen mail responses to digital campaigns.

We’ll say it: Anyone who says direct mail is old-fashioned doesn’t know what they talking about. In fact, direct mail has never been a more effective way of customer engagement. It’s an exciting time for marketeers as the technology has finally caught up to our imaginations. Now direct mail campaigns no longer require months of planning to even consider executing one—they can be turned around in days with the new Xerox Trivor™ 2400 Inkjet Press.

The latest and greatest addition to the commercial inkjet family, it’s a machine with direct-mail power. With power comes responsibility, so the first in the UK is entrusted to First Move Direct Marketing as part our partnership with Xerox Worldwide. But what does this does this mean to you as a direct-mail specialist? Faster personalisation and targeting.

One of the arguments against print is the speed in which it takes to launch a campaign, but with the Xerox Trivor™ you can print, personalise and send an entire campaign in 24 hours. Able to print 36,000 images/hour at 1,200 DPI (lithographic quality); that means a 100,000-copy mail shot can be produced in around 5.5 hours. Sort it, send it and your customers can have your mailer in their hands the following day.

It’s an exciting prospect for those who are looking for new ways to target customers and prospects. Recent trends have shown the integration of campaigns across multiple channels, print being one of them. Using big data now available from consumer interactions and sales histories, direct mail can now target the individual with offers that address their needs—individually. Combined with data processing, the Trivor™ can handle these personalised requests in an extremely fast and efficient manner.

Now you can record your customer’s interaction with your website or a specific landing page, and send them something redeemable in response. Imagine their surprise when they open the post to see further information about your product or service they were investigating. Convenient, tangible and top of mind, how could they not convert?

More than 50 trillion pages are printed worldwide today using production print technology—only 2% of which is printed digitally. First Move is proud to be a digital supplier, which means greater quality and faster processing than you could receive using traditional methods.

Get in touch with us for a demonstration or to discuss how we can bring to life your next campaign. It’s direct mail for the 21st Century.

 

Please contact us enquiries@firstmove.co.uk or call 01494 539300 for more information.

 

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Xerox Trivor 2400 Inkjet Press

5 Reasons why Direct Mail is great

5 Reasons to Take Another Look at Direct Mail

Like all good relationships, when you are so close to something sometimes it’s easy to forget just how good it is. And the same principle applies to direct mail. So why should you take another look at Direct Mail?

It’s one of the major forms of marketing that has stood the test of time, and these days as our technology improves, it’s even better than before. No longer just a stamp and mailer, direct mail is a sophisticated form of marketing and should be considered a major player.

Here are five reasons why direct mail is so great.

ONE: It’s physical

This one is a no-brainer, but the tangible nature of direct mail is its greatest feature. While e-mail gets to people at a low cost, there’s a chance it’ll never reach their inbox let alone receive their attention. With direct mail they’re guaranteed to receive your mailer direct to their hands. It doesn’t get much more physical than that.

TWO: It’s measurable

Direct mail is superior to other forms of marketing as you can quantify almost everything about it. Reviewing results and calculating your ROI is easy, and helps you make key decisions for your next campaign. It also makes forecasting easier and getting your marketing budget approved a cinch.

THREE: It’s testable

Not only can you measure you results, but you can measure your approach. Have one offer, but two different ways of saying it? Well, it’s easy to find out which works best. Split testing is the way to make sure you’re doing direct mail right before you commit to a full campaign. Split in half, split a portion; you’ll know soon enough which way is the best way.

FOUR: It’s responsive

How can that be? These days with technology in its current state, you can plan and execute a campaign quickly, but according to interaction with your customers and prospects. Printing is far more sophisticated than ever and it’s fast. If your customer replies to an offer now, you can have their coupon with them within two business days. There are endless possibilities to responsive marketing.

FIVE: It’s effective

3.4% of direct mail recipients respond, which equates to real sales. Greater revenue, greater marketing spend and even more opportunities.
For more information about our direct mail services please contact us on 01494 539300 or email enquiries@firstmove.co.uk

Xerox Trivor 2400 Inkjet Press

First Move direct marketing orders 1st Xerox Trivor™ in the UK

First Move direct marketing has invested in the new Xerox Trivor™ 2400 Inkjet Press. A first in the United Kingdom, First Move’s new Xerox Trivor™ not only represents technological advancement, it means greater customer engagement for direct-mail professionals.

Now you can personalise high quality printed mailings at the same speed you receive digital insights from your customers, responding to trends, behaviours and sales patterns FAST.

The Xerox Trivor™ offers unparalleled print personalisation, meaning that First Move can keep up with the current rate of digital and the tailored approach consumers demand. No longer reserved for digital marketeers, personalised mail shots can take on an entirely customised approach that modifies artwork, offers, and practically everything according to the intended recipient.

“For direct mail to be successful today it must be personalised and not just the address” said David Amor, Managing Director, First Move direct marketing. “The Xerox Trivor™ 2400 Inkjet Press will ensure that First Move continues to innovate within direct-mail marketing by turning our digital insights into fast, personalised direct mail.”

Using big data now available from consumer interactions and sales histories, direct mail can now target the individual with offers that address their needs—individually. Combined with data processing, the Xerox Trivor™ can handle these personalised requests in an extremely fast and efficient manner.

Fast also means targeted mailings in response to consumer or environmental behaviour. The inkjet of inkjet presses, it’s a high-quality and fast addition to First Move’s professional machines. Able to print 36,000 images/hour at 1,200 DPI (lithographic quality); that means a 100,000 mail shot can be produced in around 5.5 hours. Marketeers don’t have to plan months in advance—they can rely on their customer or prospects’ behaviour before triggering a brand new campaign at a moment’s notice.

“The Xerox Trivor™ is designed to grow with the business, so it can meet the needs of First Move Direct Marketing now and in the future,” said Phil Tucker, managing director, Advanced Business Equipment. “As the first UK customer, we are confident that it will be able to deliver the personalised results demanded by its customers.”

The Trivor™ will be installed in September 2016.

For further information please contact us on 01494 539300 or email enquiries@firstmove.co.uk
More information on the Xerox Trivor™ Printer can be found on the Xerox website.
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Trusted partner of Xerox Worldwide

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FM-Blog-17-1130x195

How to Brief Your Mailing House

So you have your creative and your database is about ready to go, now it’s time to deploy. Briefing your mailing house can be tricky, but it’s the part on which we direct mail specialists thrive. With so many options it can seem daunting to a first-timer, though with some expert guidance it’s a cinch. Here we will show you just how to brief your mailing house, which might even inspire you with other ways to save time in your next campaign.

 

Data Management

Lists and spreadsheets mightn’t be your thing, but we love them. It’s our job to take your data, make sense of it, and manipulate it into a successful campaign. You might have your own vision, but we can help you shape it to achieve the best possible outcome when sending to customers and prospects. When speaking to your mailing house, instruct them of the specifics of data management. Do you need to clean data by removing duplicates, merging records or purging those that are outdated? Have you considered adding special postal information, such as barcodes, to each data record? Or does it need to be further segmented for A/B testing? The more information you provide the better.

 

Printing and Personalisation

Printing is hugely important in direct mail, and so is the method you choose. Offset printing is great for high-quality prints without personalization and you can then over print variable data in black. Digital colour print allows for unlimited personalisation. Inkjet allows you to add addresses and individuals’ other information to your mailer in a limited format to litho pre-print. Remember to tell your mailing house which delimiters you have used to identify areas that require personalisation, such as salutation blocks and customised offers. Once the mailer is set up, ask to run a small electronic trial of your first few records to ensure that everything corresponds.

 

Insertions

Special insertions into your mailer can increase your response rate immensely. By enclosing an entry form or a self-addressed envelope, you make it easier for your customer or prospect to get in touch. When it comes to informing your mailing house of your requirements, it’s important to think about how you would like to present it. You can specify where you would like it to be inserted through camera matching, and the precise number of inserts for your mailing.

 

Plastic Wrap

Wrapping mailers in plastic is an industry standard, but did you know that you can customise the overall look? Ask your mailing house to show you examples of how special printing can transform the outer of your next mailer.

 

Warehousing and Fulfilment

Need a little help picking and packing? This is something that many mailing houses can help you achieve. Simply brief them to the nature of your product, supply the inventory, and allow them to fulfil the orders as they flood in. Easy!

 

Postage

And finally, and probably the most important: How does it reach your recipients? Make sure you specify just how you would like your mail campaign to be sent 1st, 2nd or Economy – does it qualify as Advertising or Business mail? Is it by registered or international post? Do you qualify for postal discounts and if you are a registered charity check if you qualify for zero rate vat on production and use DSA to minimise your VAT charge. Your mailing house can advise on the conditions of which you mightn’t be aware, and can save you time and money in the long run.

 

Please contact us enquiries@firstmove.co.uk or call 01494 539300 for more information.

 

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5 Reasons to take another look at Direct Mail

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What to Include in a Direct Mail Pack

How to create and deliver a powerful, cleverly executed direct mail pack that makes them want to tear, unfold, read, and respond.

For many years, “junk mail’”had a poor reputation with customers, businesses and marketers alike; and this was no wonder, given the ugly, loud, one-size-fits-all approach of a lot of direct mail in the past. But the most powerful, cleverly executed direct mail campaigns have radically changed those perceptions in recent years by offering quality campaigns to prospects who actually want to engage with them.

Here are some ways your campaign can put an envelope in your prospects’ hands that makes them want to tear, unfold, read, and respond.

 

Add a personal touch

Perhaps one of the most important realisations of marketers has been that personal touches are important. Personally addressing each recipient is often the difference between an open envelope and the wastepaper basket. A handwritten greeting is a sign of openness and warmth, while some information that recognises a customer’s past engagement can show an enticing level of familiarity.

 

Tailor the content

Tailoring the contents of a mailing to a prospect’s age, gender or location is also a very effective tool in terms of generating customer engagement. Strong imagery is another must in any effective direct mail pack. Use imagery that provokes an emotional response in your target audience, with people they can relate to smiling, feeling relieved, or having a great experience – whatever emotional response is most appropriate for your campaign.

 

Have a strong call to action

Your call to action is perhaps the most critical element of your campaign, triggering a response from the recipient towards a marketing outcome. In fact, in a recent survey conducted by the Royal Mail, nearly half of marketers (44.8%) ranked the call to action as the most important element of their integrated marketing campaigns. A good call to action should drive your prospect to a specific website, phone service, postal or email address to find further information, make a purchase, or take out a subscription.

 

Make it easy for them to respond

Of course, it’s not as simple as drawing your prospect in with the call to action and then chalking up a win. The outcome needs to also be easy and satisfying enough to keep your prospect engaged. If inviting your prospect to reply by mail, postage should be reply paid. In many cases, the enclosure of a reply/subscription form is also essential. Phone numbers, email and website addresses all need to stand out from the mail and be clear and legible. Phone services need to be up and running efficiently. Your URL should not only work, but should work effortlessly, as well as integrating stylistically with the mailing.

Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk for help with your direct mail campaigns.

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direct mail response rates

Achieving better Direct Mail response rates in the digital space

When it comes to a direct mail campaign, direct mail response rates are our bottom line. And research shows that, whereas an average email marketing campaign will yield a response rate of just over 1 in 1000, response rates of 1 in 25 or better are possible for an expertly planned and executed direct marketing campaign. But just how does one get one’s direct mail response rates to rise?

 

Personalisation

A personalised message with customer-specific content can be the crucial difference between your mailing ending up in the rubbish bin and your prospect ending up in your store or on your books. The options for personalisation are limitless: from envelope colours to handwritten greetings to offer content, a cleverly personalised message is easy and will lift response rates dramatically.

 

Timing

The right thing at the wrong time is the wrong thing, goes a well-known saying. And in many cases when it comes to generating sales or subscriptions, nothing could be more true. Use sales information and expert knowledge to optimise the timing of your campaigns so that your message arrives exactly when your prospect wants to hear it, maximising customer response rates at no extra cost, that can be acutely personalised from a behavioural perspective.

 

Using previous sales information

One of the most powerful tools in the direct mail kit is the ability to analyse previous sales information and use it to tailor your current campaign. In some cases the application of “big data” can be harnessed by pushing an almost limitless level of personalisation into any mailing. Basically if you’ve got the data, we’ve go the know-how. Build a customer database that enables you to easily identify customers who have purchased most frequently, most recently, and who have spent the most money, and use this information to target future campaigns. Sales records and information about customer preferences can be used to generate leads and convert these to sales or subscriptions, ensuring the maximum response rates from every campaign.

 

Filtering and segmentation

Another key strength of direct marketing is the possibility of taking the information in your database and applying filters to help segment your campaigns, ensuring the right prospects are targeted in a way that speaks to them. The database is at the heart of this process, and indeed, the heart of any good campaign. Using categories, codes and key data fields, you can organise your data in the most effective way possible, making future filtering and analysis as easy as a few mouse clicks. Once the filters have been applied, segmenting your campaigns to target different groups is a cinch—and higher response rates await.

 

Means of reply

Every prospect is different, and a smart campaign will reflect that, not only in the content and format of the mailing, but also in the means of reply. Email, phone, web, post—cater to all factions of your audience by knowing their preferences. Use sophisticated database filters to segment your campaigns into differing means of reply groups, so that every prospect is as comfortable as possible with the reply means, and of course, far more likely to respond.

If you’d like to talk further about your direct mail campaigns and find out how to increase your direct mail response rates call us on 01494 539300 or fill in our online contact form.

 

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