Quad/Graphics Debuts Unlimited Full-Page Hyper-Personalized Versioning for Direct Mail Formats

Quad/Graphics has installed a new custom digital color wide web press in its Direct Mail headquarters in Pewaukee, WI. Marketers will now have even greater flexibility in the size and complexity of direct mail formats while driving one-to-one engagement with consumers via full web customization.

In a configuration that is an industry first, the digital press will be joined with a full finishing line and a converted offset web press that will deliver full web inline finished products with expanded capabilities such as UV and aqueous coatings, folding, die cutting, gluing, pop-ups, nested sets and much more. Marketers will be able to incorporate multiple substrates into complex and eye-catching formats to ensure their mail pieces stand out in the mailbox and from their competition.

One-to-one customization will be driven by QRelevant, a proprietary workflow engine with a rules-based digital asset and content management system that determines the imagery, messaging, offer or promotion based on specific data attributes. Adding complex hyper-personalization of consumer-specific relevance increases engagement and inspires action.

“This unique workflow and press configuration is a game changer in the print industry,” said Joel Quadracci, Quad/Graphics chairman, president and CEO. “Direct marketers will gain a competitive edge with data-driven, hyper-personalized direct marketing that is impactful, cost-effective and delivers maximum return on investment. Quad is fully committed to investing in best-in-class solutions to help marketers perform better while also reducing their production and distribution costs. This technology will provide our clients solutions never before possible in the industry.”

Until now, digital printing wasn’t at a price point or turn time to run millions of pieces efficiently. For the first time, unlimited full-page versioning to the individual level will be available cost-effectively, on a mass scale.

“Today’s marketer needs innovative, data-driven solutions to break through the media clutter and draw audiences into loyal brand relationships,” said Tim Ohnmacht, president of Quad/Graphics Marketing Solutions. “This unparalleled technology represents a dramatic shift in the way direct marketers can convert data into compelling, actionable content. Now the sky is the limit. Every inch of a mailer can be personalized based on the consumer’s buying habits and lifestyle. Level of response and return on marketing investment improve significantly when we tailor content like this.”