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lF YOUk HlGH-5PEED
lN5EkIEk5 AkEN'I KEPI
kUNNlNG, lI'5 CO5IlNG
YOU MONEY
8Y WlLLLlAM H.
GUNIHEk lll
FEAIUkE5
|SSU| ] S||||C 200o
MANAGEMENI
Cop|uring Sus|oinoblo
Sovings on |ho lnsor|ing Floor
Hov |ooo,s ooo|o|o|o| oc|v|os |ocouo
|ouo||ovs o|o||
|, ¹|o, |ovo|
MAlLlNG lNNOVAIlON5
Tho End ol Boing Diroc|
D|oc| uo||u co| s||| |o o||oc|vo `oo os|
|ovo |o uo|o so|o ,oo|o oo|u | |u||
|, Dovo Soo|os
GLO8AL
Tho Moiling lndus|ry,
Climo|o Chongo ond Sus|oinobili|y
||s |uo |o |oo| o| ||o |o|o|o o||o|o|||,
|, /o,|o|o H |o|ou| C/|
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EDlIOk'5 VlEW
Tho Chonging Moiling lndus|ry
|,o| /c/o|os
CONIkl8UIOk5
Moil Rocks, l|´s Mo Socro|
5EkVlCE 5IkAIEGlE5
Sorving You, Sorving |ho lndus|ry
||o|oo| S|oo|
COMMUNlCAIlON 5IkAIEGlE5
Ano|hor Bodocious sub|i|lo
¹ooo |osso||
MAlL MANAGEMENI
Triplo·Word Scoro
Coo|uo |o|,s|o|
NEW PkODUCI5
Produc| lnnovo|ions
lN CONLU5lON
Òll |o on Amozing S|or|
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|SSU| ] S||||C 200o
8EYOND

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EDlIOk'5 VlEW
Wlen we were planning tle nrst issue of Ma:| Stratec:es, our main
focus was on creating a magazine full of articles tlat were relevant
to tle current mailing inJustrv. Tle lnternet anJ email lave Jrasti-
callv clangeJ tle wav tlat people receive tleir information. Junk
mail now comes in all forms, anJ vour inbox can feel unmanageable
at times witl tle amount of spam tlat comes in faster tlan vou can
click Jelete. Tle mailing inJustrv sloulJ tlank spam for making
traJitional mail even more relevant. Sure, tlere are still some mail
pieces tlat arrive to vour lome mailbox tlat are leaJeJ straiglt for
tle trasl can, but tle pieces tlat Jo grab vour attention will lave a
longer slelf life tlan if tlev were in Jigital form. Tlis also creates
an opportunitv for Jirect marketers to be more exact in wlom tlev
are targeting witl messages anJ promotions. Llanket mailings are
not cost-effective anJ vielJ fewer qualitv leaJs, but witl processing
solutions tlat can customize inJiviJual messages on eacl insert anJ
envelope, tle likelilooJ of catcling tle recipient's eve las gone
wav up.
Tle recent postal increases lave maJe some ask about tle effects
on ligl volume mailers. lf vou ask me, a stanJarJ piece of mail is
still inexpensive, even witl stamps now at +1¢. You coulJn't pav me
+1¢ to walk vour letter to tle enJ of tle Jrivewav, but tle LSlS
will senJ it across tle countrv or senJ it next Joor for one stamp.
Wlicl woulJ be more expensive-tle stamp or tle cost of missing
out on a great marketing opportunitv:
Tle green Jialogue is unJerwav in tle mailing inJustrv, anJ a col-
laborative effort is taking place between envelope manufacturers
anJ mailers to get tle worJ out. Tlere is mucl tlat can be Jone on
our enJ to improve our sustainabilitv, but if consumers Jon't put tle
openeJ envelopes in a recvcling bin, our lanJs are somewlat tieJ. l
Jon't tlink tle problem comes from consumers not caring because
tlev Jo anJ will recvcle wlen possible. lnsteaJ, recvcling is still an
aJJitional expense, anJ l Jon't tlink evervone is to tle point wlere
tlev will pav for tlis service. We wanteJ Ma:| Stratec:es to lit larJ
on tle environment in tle nrst issue. Tle Lnvelope Manufacturers
/ssociation is taking a leaJ in tle green movement for tle mail-
ing inJustrv witl its ¨llease lecvcle" program, urging consumers to
recvcle all tleir paper. MavnarJ Lenjamin's article on page 26 is a
great example of tlis effort.
We want to lear from anvone wlo is part of tle solution, anJ we
plan to continue sleJJing liglt on tle important issues of sustain-
abilitv in tle mailing inJustrv.
Tlanks for reaJing tlis nrst issue of Ma:| Stratec:es.
BY RYAM MCMAMUS
|U|||SH||
lonalJ C. Lrent
|D|¹C|
lvan McManus
rmcmanus©kerninc.com
//|/C||C |D|¹C|
/manJa Cook /rmenJariz
amanJa.c©rbpub.com
C||CU|/¹|C|
laclel Spalr
raclel.©rbpub.com
||CDUC¹|C| D|||C¹C|
ClaJ Criepentrog
C||/¹|\| D|S|C|||
liz Hauser
D|S|C|||S
Meglan McCombs, Creg MiJJleton
/D\||¹|S||C
len WaJJell
ken.w©rbpub.com
29O1 lnternational lane
MaJison Wl 537O+-3128
6O8-2+1-8777 º lax 6O8-2+1-8666
www.rbpub.com
||||||¹S
lor ligl-qualitv reprints, please contact our
exclusive reprint proviJer. losteleprints º 866-
879-91++ º www.marketingreprints.com
lLlN M/C/zlNL (lSSN 1O81-+O35) is
publisleJ 2 times a vear bv lL lublisling lnc.
/ll material in tlis magazine is copvriglteJ 2OO8
© bv lL lublisling lnc. /ll riglts reserveJ.
Notling mav be reproJuceJ in wlole or in part
witlout written permission from tle publisler.
/nv corresponJence sent to lLlN M/C/-
zlNL, lL lublisling lnc. or its staff becomes tle
propertv of lL lublisling, lnc. Tle articles in
tlis magazine represent tle views of tle autlors
anJ not tlose of lL lublisling lnc. or lLlN
M/C/zlNL. lL lublisling lnc. anJ/or lLlN
M/C/zlNL expresslv Jisclaim anv liabilitv
for tle proJucts or services solJ or otlerwise
enJorseJ bv aJvertisers or autlors incluJeJ in
tlis magazine.
¹H| CH/|C||C //||||C ||DUS¹|`

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Copluring 5usloinoble 5ovings | BY lRCY PCVER
Trov lower is tle lresiJent of CapStone Teclnologies. CapStone Jevelops
anJ implements solutions for tle print, mail anJ fulnllment inJustries. Trov
las written about tle wavs tlat mailers can review tleir own inserting opera-
tion processes anJ responJ to tle growing JemanJ on operators. To lanJle tle
large amount of mail tlat comes out of ligl-speeJ inserts, robots lave entereJ
tle mail room.
C|C|/| \||\
Looking ol lhe Fulure Dillerenlly | BY MAYMARD H. BEM!AMlM
MavnarJ Lenjamin is tle lresiJent anJ CLÒ of tle Lnvelope Manufacturers
/ssociation. MavnarJ's work witl tle LM/ lelps to slare knowleJge, improve
manufacturing efnciencv anJ minimize tle negative impact of government
regulations in tle business of envelope manufacturing. Creen is evervwlere,
anJ MavnarJ las written about wlat envelope manufactures anJ tle mailing
inJustrv are Joing to make a Jifference.
CONIkl8UIOk5
|||S||C¹|\|S C| ¹H| |/S¹ |||S||¹ /|D |U¹U|| C| //||
||/¹U||
Keep Ihem Flying | BY VlLLlAM H. GÜMlHER lll
William (Lill) Cuntler lll las been in tle mail processing business since 1976
anJ is currentlv a consultant to tle print anJ mailing inJustrv tlrougl WHC3
Consultants. Lill las workeJ in mailing anJ print proJuction, sales, service, anJ
Jevelopment. Witl over 3O vears of experience, Lill las witnesseJ manv clanges
in tle mailing inJustrv. Here, Lill writes about tle clanges witlin mailrooms anJ
tle slift from olJ swing arm inserters to tle ligl-speeJ inserters of toJav.
//||||C |||C\/¹|C|S
Ihe End ol 8eing Direcl | BY DAVE SCÜlRES
DaviJ Squires is tle Vice-lresiJent of Strategv anJ Lusiness Development
for lern, lnc. DaviJ oversees tle marketing vision of tle companv anJ
works closelv witl lern's customers to lenJ lis expertise in nnJing a qualitv
solution tailoreJ to tleir neeJs. He las written about tle clallenges tlat
mailers face witl ¨Jo not mail" lists anJ tle battle being wageJ over lines
of communication.
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5EkVlCE 5IkAIEGlE5
Manv tlings lave clangeJ witlin tle inJustrv just over tle past few vears. New inserting
platforms lave come anJ gone, teclnologv continues to aJvance to new levels, postal
regulations continue to evolve, anJ an enlanceJ focus on mailpiece integritv las grown
Jue to privacv issues anJ legislation. /s Vice lresiJent of lern lnc's service organization,
it las been interesting to see tlat as tlings continue to evolve witlin tle inJustrv, tlere
las been one signincant constant. tle requirement for enlanceJ customer service anJ
satisfaction. Tle qualitv of service support proviJeJ for inserters, printers, sorters anJ ac-
cessorv equipment tlrouglout tle inJustrv Jirectlv correlates to anJ Jennes tle level of
success witlin a proJuction environment. Witl teclnologv anJ legislation continuing to
be a moving target, customers continue to rigltfullv JemanJ qualitv service on eacl anJ
everv capital investment tlat is maJe. /ll expectations tenJ to come back to tle same
major claracteristics: price, value anJ partnerslip.
So wlat is lern Joing: We lave aJopteJ a new plilosoplv in low we proviJe service
witlin our organization. Wlile customer satisfaction las alwavs been anJ continues to
be a buzzworJ witlin tle inJustrv, we lave taken tlis one step furtler. Òur plilosoplv
is to ensure Customer Success' Tlis plilosoplv takes eacl of tle traits (price, value anJ
partnerslip) to a level tlat not onlv leaJs to a lappv customer, but one tlat is trulv suc-
cessful in tleir operational anJ proJuction goals. lern lnc. is able to Jo tlis in a number
of Jifferent wavs. Òne is bv creating a true partnerslip witl tle customer. lt is easv for an
organization to sav tlev want to partner witl a customer. lt is quite Jifferent to actuallv Jo
it' Òur service approacl is centereJ on unJerstanJing customer goals anJ work along siJe
tle customer to aclieve tlose eacl anJ everv Jav. lt is more common tlan an exception to
nnJ our local service teclnicians plvsicallv running our equipment tlan just servicing it.
/notler enlancement tlat las been maJe at lern lnc. towarJs ensuring customer success
is lern's lull Service Maintenance program. We tell our customers it is like laving a new
macline everv 3O Javs. /t lern lnc, our organization is tle onlv one, witlin tle inJustrv,
tlat can slow vou tle proof of tlis effort. lreJictive maintenance is a kev piece tlat, wlen
combineJ witl an effective prevention program, creates a ligllv efncient anJ proJuctive
customer environment. Witl preJictive maintenance, tle goal is to nnJ anJ resolve poten-
tial problems before tlev actuallv occur. Tlis program las proven verv well in enlancing
tlat requireJ value to our partnering customer locations. Ma:| Stratec:es will be a source of
information for mailing inJustrv professionals wlo want to improve tleir operations.
BY BRAMDÒM SHÒAF
|||D|C¹||C |/||C¹/¹|C|S |C| ||¹¹|| ||SU|¹S
CUS¹C/|| |/||C¹/¹|C|S CC/| |/C|
¹C ¹H| S//| //|C| CH/|/C¹|||S¹|CS
|||C| \/|U| /|D |/|¹|||SH||
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COMMUNlCAIlON 5IkAIEGlE5
S¹|||C¹H||||C `CU| /|SS/C| |C| |/||C\|D ||S|C|S|S
lf vou've ever moveJ into a new louse or apartment, tlen l am sure vou realize tle
amount of mail tlat vou receive witl someone else's name on it. Mostlv postcarJs (so
vou won't get in trouble for looking at tlem) anJ tlev are usuallv tle result of mass
mailings tlat blanket vou anJ vour neiglbors' mailboxes. Mailers want to avoiJ tlis
at all costs; so CLT / Clll . . . on vour mailing list. Tlis is one of tle best wavs to
not onlv save monev bv avoiJing tle mistake of senJing to a non-existent aJJress or
Joing no better tlan reacling tle ¨Current lesiJent." leeping vour mailing list cur-
rent will give vou better response rates from vour Jirect marketing activities, anJ vou
won't lave to explain to vour boss wlv lis or ler name was on tle list of recipients
to ¨linJ out more" about lis or ler own proJuct.
l know it mav seem repetitive or obvious to sav tlat it is important to builJ stron-
ger relationslips witl vour customers, but in mailing, a pre-existing relationslip is
one of tle best wavs to ensure tlat vour mail will be noticeJ anJ openeJ. lor some
mailers wlo work witl bills or cleck mailing, tlere is alreaJv incentive witl tle
recipient to open vour mail, wletler it's tle fear of late clarges or tle tlouglt of
monev insiJe. Lut for tlose wlo JepenJ on tleir mailing to Jeliver a ¨call to action"
message neeJ anv lelp tlev can get in grabbing someone's attention.
Tlere is a tlin line in mailing between consistent anJ annoving. You want to keep
vour name in front of vour customers, but at tle same time, vou Jon't want to bom-
barJ tlem witl more mail tlan tlev can open. Determining tle pivoting point is
up to vou anJ it is an art, not an exact science. Tle balance will JepenJ, in part, on
vour companv's inJustrv anJ tle tvpe of communication vou want to aclieve. Tlere
are some exciting new iJeas in mailing tlat integrate marketing messages externallv
tlat will catcl tle reaJer's eve before tle envelope is even openeJ. ¨You Mav Have
Just Won a Million Dollars" isn't tle onlv wav to get vour target to open vour mail.
Tlink about wlat las workeJ in tle past, anJ use anv positive feeJback vou lave
receiveJ to vour aJvantage. Your current customers will give vou some of tle best
iJeas, vou just lave to listen.
BY TÒDD RUSSELL
`´' //` !/\t !'o \´ì / /!íí!´ì
í´íí/ko |S|¹ ¹H| C||` \/` ¹C C|¹
`CU| ¹/|C|¹ ¹C C||| `CU| //||
`CU| CU||||¹ CUS¹C/||S \||| C|\|
`CU SC/| C| ¹H| ||S¹ |D|/S `CU
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MAlL MANAGEMENI
Companies toJav are making tle Jecision to outsource manv of tleir activities, from
call centers to management services. Tle JeciJing factor in most of tlese Jecisions is
ultimatelv tle bottom line. Witl tle costs of benents anJ incentive packages, manv
companies nnJ it cleaper to lave someone else proviJe services. Òutsourcing can
also eliminate Jowntime Juring training perioJs for new emplovees. Tle time saveJ
from an immeJiate outsourceJ replacement can improve proJuctivitv. Òutsourcing las
also reacleJ tle mail center. Lv watcling trenJs in companies tlat lave botl large
anJ small amounts of outgoing mail, tlere are two cloices tlat tlev lave; to create
a worlJ-class mail operation in-louse or outsource mailing neeJs to a companv wlo
can Jo it better. Tlere are obvious benents anJ clallenges to eacl, but witl tle con-
stant pusl to reJuce operating expenses anJ improve tle organization, mailers must
review everv process of tleir operations anJ weigl tle costs of eacl option. Tle mail
market las become brutallv efncient. Tlose of vou wlo work in-louse for a companv
tlat processes its own mail surelv unJerstanJ tle neeJ to keep tlat service witlin tle
companv's control; more tlan just to ensure tle securitv of vour job.
Lxpertise is anotler factor in tle Jecision of low to lanJle vour mail. Witl postal
regulations clanging everv vear, it is important tlat vour companv las tle necessarv
knowleJge about tlese clanges to not onlv follow guiJelines, but also to take aJ-
vantage of postal Jiscounts tlat can greatlv reJuce vour postage costs. Ma:| Stratec:es
will keep vou current on tle ever-clanging mailing inJustrv anJ inform vou of tle
wavs to furtler Jevelop vour operation. lt is important to not onlv know tle ins anJ
outs of vour own mail center, but staving up-to-Jate on tle mailing inJustrv will lelp
vou Jo vour job better. Tlere are outstanJing mailing operations tlat are excellent
at Joing wlat tlev Jo alreaJv, anJ tlere are manv tlings tlat can be learneJ from
tleir successes.
Tlere is no single formula for all mailers to follow tlat will result in a worlJ-class mail
operation. lt all JepenJs on vour inJiviJual neeJs, volume of mail, securitv JemanJs
anJ anv number of otler factors tlat can affect tle Jecision of low vour mail sloulJ
be lanJleJ. lor operators anJ tlose wlo work Jirectlv in tle mail center, be tle best
at vour job, anJ vou will see resiJual benents in proJuctivitv tlat will keep tlose
operations in-louse.
BY GEÒRGE FÒRYSTEK
C|¹¹||C ¹H| ||S¹ CU¹ C| `CU| ||CDUC¹|C| C||¹||
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large volumes. You also mav be unJer some Sl/s (Service
level /greements) tlat require vou to get tlese jobs out faster.
SpenJing big bucks on inserting equipment, tlerefore, makes
all tle sense in worlJ, as long as vou Jon't forget one tling: You
lave to keep tlem Jving.
Take a look at an inJustrv tlat vou mav feel las notling to Jo
witl mail: tle airline inJustrv. lts wlole reason for Joing wlat
it Joes is baseJ on keeping tle planes in tle air. Soutlwest is
tle best example l can tlink of, anJ tlere are two main rea-
sons Soutlwest is as successful as it is. lirst, Soutlwest onlv
buvs one kinJ of plane, a Loeing 737. SeconJ, tlose planes
are turneJ arounJ everv 3O minutes. TurnarounJ in tle airline
business means keeping tle plane in tle air. lor everv minute
Witl toJav's ligl-speeJ anJ ligl-cost inserters, keeping tlem
running (Jving) is more important tlan ever. l can remember
tle Javs wlen l'J go into a mail slop anJ see 1O swing arm
inserters, anJ onlv four of tlem were running. l never reallv
gave it a seconJ tlouglt. Tlev mavbe averageJ tlree to four
tlousanJ envelopes an lour, anJ tle jobs were Jifferent anJ
slort. Tlese inserters were fairlv inexpensive, sometimes cost-
ing as little as a few tlousanJ Jollars. lf some of tlem were iJle,
wlo careJ:
ToJav, tlere are a number of venJors wlo offer 2O,OOO plus per
lour inserters (tlev rea||y Jv) tlat are prettv pricev. Custom-
ers like vou most likelv make tlat large investment because
vou lave more jobs tlat are basicallv tle same anJ lave verv
KEEP
IHEM
9
lF YOUk HlGH-5PEED lN5EkIEk5
AkEN'I KEPI kUNNlNG, lI'5
CO5IlNG YOU MONEY
8Y WlLLlAM H. GUNIHEk lll
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tlat plane is on tle grounJ, an airline loses monev. /ll vou
lave to Jo is look at all tle otler airlines tlat Jon't come close
to Soutlwest. Have vou ever been in Ò'Hare for two lours or
so: look at all tlose major carriers tlat lave planes sitting at
tlose gates for lours at a time for one reason or anotler. lt
Joesn't matter wlat tle reason is, wlat matters is tlev are not
in tle air. lJle time costs monev.
Tle nrst reason allows for reason number two. Now imagine
low tlis relates to service. /ll tle spare parts are tle same,
all tle service people can nx everv plane in tle Jeet, anJ even
more importantlv, all tle pilots anJ Jiglt crew can Jv all of
tlose planes. Next time vou're in a busv airport, nnJ a pilot anJ
look at lis or ler Jiglt bag. lt will lave a sticker somewlere
tlat will sav 7+7,777,727,737 or some otler moJel of plane.
Tlat is because most pilots are onlv traineJ anJ certineJ to Jv
one tvpe of aircraft. Lver been at tle gate anJ been tolJ, ¨Sorrv;
our Jiglt is JelaveJ because we are waiting for a Jiglt crew or
pilot": Wlat tlev sloulJ tell vou is, ¨We are waiting for some-
one wlo knows low to Jv tlis tling."
Now take evervtling l lave just saiJ about tle airline inJustrv
anJ applv it to vour print anJ mail center. /re vou keeping
tlose ligl-speeJ, ligl-cost inserters Jving: lf not, anJ vou're
a pront center, vou're losing pronts. lf vou're a cost center, vou
are costing vour companv more monev tlan it neeJs to spenJ.
So, live bv tlis one simple rule: ¨leep tlem Jving," anJ vou
will be successful.
|U¹¹||C |¹ ||¹C /C¹|C|
Just low Jo vou Jo tlat: lirst, vou neeJ to
know wlv vour equipment is not operat-
ing at capacitv. /gain, back to tle airline
inJustrv-wlo is piloting vour inserter: ln
tle airline inJustrv, tle pilot is tle most
valuable person; tlat's wlv tlev call lim
or ler tle captain. Tle captain is tle one
wlo tells tle boss if tlev are going to Jv or
not. ln print anJ mail, vour operator is vour
captain. Treat tlem tlat wav. lf l were tle
manager or owner of tlis center, l'J sit all
mv operators Jown anJ ask tlem low tlev
plan to keep tlis equipment Jving as close
to 1OO% as possible.
Lack to tle planes: You Jon't see pilots
lanJing out pillows, blankets or Jrinks.
Wlv woulJ vou want vour operators Joing
anvtling otler tlan Jving vour expensive
investment: l can't believe it wlen l visit
a mail slop anJ see onlv one operator run-
ning a ligl speeJ inserter because, quote
unquote, ¨We neeJ to save monev." lf tlat
one operator isn't keeping a macline run-
ning, it's costing vou monev. You most likelv
neeJ to aJJ to tlat Jiglt crew wlen vou're
Jving one of tlose ligl-speeJ baJ bovs.
Tlere are reallv onlv two main reasons an
inserter Joesn't run. Litler it is Jown for ser-
vice, or tle operator isn't keeping it running.
Now, tlere are manv issues witlin tlese two
reasons for vour equipment to be Jown.
Service issues range from not giving tle
macline enougl preventive maintenance
(lM) time. Slame on vou if tlis lappens. Òr
sloulJ l sav, vou Jeserve it. Countless slops
Jon't give venJors enougl time to lM tle
equipment. Lack to tle airline bovs-CoJ
forbiJ tle airline Joesn't lM tle planes.
You're at 39,OOO feet anJ tle pilot comes on
tle l/ anJ savs, ¨Sorrv folks, we are going
Jown because mv boss woulJn't let me Jo
tle lM, anJ we're out of oil." Tlen tlere
are tle spare parts issues. lt's not important
low mucl spare inventorv vou lave; it's
wlicl parts vou lave on lanJ. Wlo cares
if a liglt bulb belinJ a switcl goes out: lt's
tlat Jrive belt tlat's important, anJ l'J want
more of tlem anJ fewer bulbs. You neeJ to
focus on tle parts tlat keep vou Jving. lt's
vour venJor tlat sloulJ know wlat tlev
are. Litler buv tlem or make sure tlev're
part of vour service agreement.
Now back to tlat operator. Wlv isn't le or
sle keeping tle equipment Jving: lt mav
be as simple as ¨tlev are not capable." /n
operator sloulJ take as mucl priJe in lis
or ler equipment as a pilot takes in lis or
ler planes (anJ, bv tle wav, pilots also refer
to tleir planes as equipment). l Jon't tlink
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tlat comes tle aJJeJ responsibilitv of keep-
ing tlat inserter Jving. l'J want mv operator
coming to me anJ saving, ¨listen, boss, if
vou can't keep tlose inserts coming, l'm
going to lave to lanJ tlis baJ bov." Òr,
¨lf vou Jon't give mv equipment tle
proper lM, l'm not taking off." Wlen
it comes to tle pilot, it's life or Jeatl.
Mavbe l'm taking tlis analogv a bit far,
but it coulJ be vour life (vour job) or
Jeatl (no job) as well.
Tlese venJors are reallv pusling tle en-
velope in terms of speeJ; now it's time
for vou to pusl tle envelope, as well.
l've been arounJ inserters anJ planes
(because of tle inserters) all mv aJult
life, anJ to be lonest witl vou, it was al-
wavs a lot more fun to watcl tle planes
Jv. Now l can trulv sav tlat it's a jov to
watcl some of tlese well-maintaineJ anJ
well-run inserters Jv, as well.
l'J want a pilot wlo wasn't certineJ to Jv
mv plane. So wlv woulJ vou lave an opera-
tor wlo isn't certineJ Jv tlat ligl-speeJ in-
serter: Tell vour venJor vou want all
vour operators certineJ bv tlem anJ
insist it weeJs out tle operators wlo
aren't qualineJ.
Lefore eacl Jiglt, tlere is a pre-
Jiglt clecklist, wlicl tle pilot
takes as le or sle walks arounJ tle
equipment anJ Joes a visual in-
spection. Make sure vour operators
Jo tle same. l know of some com-
panies wlo even put tle operators'
name on tle maclines. let's face
it, tle more priJe someone takes in
tleir job, tle better tle results are
going to be.
Now l know tlat being a pilot is kinJ of
a glorv job, anJ operators in tle past were
ligl turnover positions. Witl tlese new
ligl-speeJ inserters, tlat neeJs to clange.
lf vou are going to spenJ tle monev on tle
maclines, vou sloulJ plan to spenJ tle
monev on tle operator as well. Lut witl
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/| C|||/¹C| SHCU|D ¹/|| /S /UCH
|||D| || H|S C| H|| |CU||/||¹ /S
/ |||C¹ ¹/||S || H|S C| H|| ||/||S
| \CU|D|¹ \/|¹ / |||C¹ \HC
\/S|¹ C||¹||||D ¹C ||` /` ||/||
\H` \CU|D |¹ || D|||||||¹ |C| /|
C|||/¹C|´
Despite tle constant Jrive to stimulate growtl anJ secure a competi-
tive aJvantage in tle marketplace, amazinglv few people consiJer
tle biggest, most reliable anJ low-cost opportunities to Jo so tlat
currentlv exist in toJav's proJuction inserting operations: operation-
al performance at botl tle front-enJ anJ back-enJ of tle inserter.
lecentlv, one mailing companv criticallv examineJ its proJuction pro-
cess anJ as a result implementeJ clange tlat JoubleJ its capacitv anJ
justinablv eliminateJ so mucl non-value-aJJ operational activitv tlat
tle companv reJuceJ its cvcle time from four Javs to a few lours.
C/|¹U|||C SUS¹/||/||| S/\||CS C| ¹H|
lMSERTlMG FLÒÒR
Hov |ooo,s ooo|o|o|o| oc|v|os |ocouo |ouo||ovs o|o|| | BY TRÒY PÒWER
our inserting operation JepenJs upon properlv combining
tle basic elements of people, process, teclnologv, anJ/or
facilities to Jeliver value to vour customer anJ pronts to
vour bottom line. Lverv activitv in vour operation sloulJ
contribute value to vour customer. lf vour customer woulJ
NÒT be willing to pav for an activitv in vour operation, tlen ask
vourselves: Wlv Joes it exist: Lven more, wlat is it costing vour bot-
tom line: Tlose questions sounJ elementarv, anJ perlaps even trite
to some, but inefnciencies seen on inserting Joors all across /merica
toJav Jemonstrate tlev aren't.
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Tle slorteneJ cvcle time reJuceJ costs
Jramaticallv. Wlen 5O% of tle total cost
per piece is wrappeJ up in non-value-aJJ
pre- anJ post-inserter activitv tlat can be
reJuceJ or eliminateJ, it's not larJ to calcu-
late tle savings realizeJ for tlis companv tlat
mails well over one million pieces eacl Jav.
Tlis particular companv JetermineJ tlere
were tremenJous cost savings anJ revenue
opportunities available if it re-engineereJ
its entire proJuction process. / project
team was assembleJ, anJ it focuseJ on creat-
ing a more efncient operation anJ a more
cost-effective wav to proJuce its proJuct.
Tle result is a premier manufacturing facil-
itv tlat serves its business moJel anJ meets
its growtl neeJs for tle next 1O to 2O vears.
Wlile not everv companv will unJertake
sucl large-scale clange anJ reap tle corre-
sponJing large-scale nnancial benents, tlis
example Joes proviJe tle narrative tlat ap-
plies similarlv to inserting operations of all
slapes anJ sizes.
\HC C/| /CH||\|
¹H|S SUCC|SS´
lf an operation as massive anJ soplisticateJ
as tle example companv can completelv re-
engineer its manufacturing process to more
tlan Jouble its capacitv anJ at tle same
time justinablv eliminate so mucl non-val-
ue-aJJ operational activitv tlat it reJuces
its cvcle time from four Javs to a few lours,
tlen everv operation is capable of making
operational improvements tlat can, at a
minimum, proviJe positive nnancial results,
anJ quite possiblv transform tle companv.
Òperational performance is tle Jriver of n-
nancial results, anJ ample opportunitv exists
in toJav's proJuction inserting operations
witlin tle pre- anJ post-inserting functions.
So wlv Jon't more companies embrace it:
lnteresting question, anJ tle answer lies
partlv in tle unglamorous role operational
innovation generallv portravs. Simplv put,
operational clange is not at tle top of tle
list in most companies. Wlile more glamor-
ous alternatives to potentiallv impact nnan-
cial results exist anJ are often pursueJ, tle
fact is operational innovation offers a mean-
ingful anJ sustainable wav to get aleaJ-
anJ stav aleaJ-of tle pack. lt's reallv tle
onlv lasting basis for superior performance
anJ positive nnancial results. Òrganizations
wlo unJerstanJ anJ applv tlis can aJJ one
of tle most powerful competitive weapons
in existence to tleir strategic arsenal.
/|||`||C ¹H| CC|C||¹ ¹C
`CU| C|C/||z/¹|C|
So wlat exactlv Joes operational innova-
tion look like in an inserting environment:
ConsiJer tle inserter itself anJ all tle activ-
itv taking place upstream anJ Jownstream
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of it. Tlat's essentiallv wlat tle earlier exam-
ple companv JiJ on a large scale, but it applies
similarlv to operations of all sizes.
Wlen vou invest in teclnologv (i.e inserters),
vou want to fullv optimize tle business pro-
cesses tlat surrounJ vour investment, wlicl
means vou must be sure vou lave tle support-
ing process, people anJ facilities elements in
place to fullv utilize tle macline. To get tle
return on investment vou expect vou must
ensure, for example, tlat an aJequate supplv
of raw material is JelivereJ anJ tlat nnisleJ
material is efncientlv taken awav so tle in-
serter Joes not stop for tlose reasons. Tlere
are signincant process Jifferences in servicing
intermeJiate anJ lower speeJ nnisling equip-
ment as opposeJ to ligl-speeJ teclnologv be-
ing implementeJ toJav. Witlout operational
review, new teclnologv can become part of an
inefncient process tlat incluJes wait times fol-
loweJ bv slort bursts of ligl output, tle net
result being no increaseJ efnciencv or, at best,
less tlan expecteJ results.
Manv teclnologv purclasers enJ up Jisap-
pointeJ in an investment because tlev lave
not proactivelv anticipateJ anJ maJe tle
clanges necessarv to ensure tleir new inserter
is properlv supporteJ bv tle process, people
anJ facilities elements. Not Joing so allows
pre- anJ post-inserting activitv to cause un-
planneJ stoppages of tle inserter, wlicl ulti-
matelv reJuces utilization.
Tlat's exactlv wlat's lappening in proJuction
inserting operations evervwlere anJ exactlv
wlv ample opportunitv exists witl new anJ
existing inserter populations evervwlere. So
just wlat kinJ of opportunitv exists arounJ
inserting: Well.
1. Wlat if vou coulJ aclieve sustainable sav-
ings in an area of vour operation tlat contrib-
utes nearlv 5O% to vour total cost per piece:
2. Wlat if vou coulJ effectivelv aJJ capacitv
to vour proJuction Joor witlout increasing
tle cvcle speeJ of vour inserter:
3. Wlat if vou coulJ effectivelv aJJ 2O% more
proJuction time witlout aJJing resources or
lengtlening tle slift:
+. Wlat if vou coulJ increase tle net opera-
tional tlrouglput of vour inserter:
5. Wlat if vou coulJ make an investment to
improve existing activitv tlat paiJ for itself in
one vear:
6. Wlat if tlat investment amounteJ to wlat
vou'J normallv spenJ on tlat activitv over tle
vear anvwav:
/ll are available toJav anJ aclievable bv aJ-
Jressing operational performance pre- anJ
post-inserting to Jrive nnancial results. /n in-
JepenJent stuJv of multiple inserter manufac-
turers tlat output more tlan 1O million pieces
over eiglt weeks in a siJe-bv-siJe proJuction
comparison run revealeJ some kev nnJings.
During tlat run, tle inserters averageJ 27.6
unplanneJ stoppages per proJuction lour. Lacl
of tlose unplanneJ stoppages averageJ 27.5
seconJs/stoppage. Tlat totaleJ 12.6 minutes of
unplanneJ stoppages per proJuction lour. /t a
net inserter tlrouglput of 16,OOO pieces/lour,
tlat equates to 3,369 lost pieces/lour.
Tle simple principle is tlis: inserter stoppages,
planneJ or unplanneJ, reJuce net tlrouglput.
Stoppages can occur for a varietv of reasons,
but a surprising, anJ costlv, amount are causeJ
bv pre- anJ post-inserter activitv. lnefncient
Jeliverv to tle inserter anJ takeawav at tle
back-enJ of tle inserter, for example, increas-
es tle unplanneJ stoppages, time per stoppage
anJ overall lost proJuction in time anJ pieces.
lt's not larJ to calculate tle nnancial impact
tlis las for a companv running multiple in-
serters in a tlree slift operation.
LnplanneJ stoppages occur in tlree primarv
areas of tle macline: feeJ/input section; in-
sertion section; anJ output section. Lv reJuc-
ing tle stoppages at tle output, tle inserter
runs more consistentlv anJ tlerefore proJuces
more pieces. lurtlermore, reJuceJ stoppages
in one area allow tle operator to tlen focus
more attention on tle stoppages occurring
in tle otler areas of tle macline. Doing so
allows tle operator to resolve stoppages in
tlose areas more quicklv anJ consequentlv re-
Juces tle average time per stoppage. So, even
tlougl tle number of stoppage events in tle
otler areas of tle macline las not JecreaseJ,
tle average time per stoppage las, wlicl gets
tle inserter back into net proJuction faster
anJ tlerefore more pieces can be proJuceJ.
Òne area witl tremenJous savings opportuni-
ties is tle post-inserting function of traving
tle mail. Wletler vou're proJucing nve, 5O
or 5OO million envelopes annuallv, it creates
signincant JemanJ on resources to simplv
place envelopes in LSlS mail travs. ln fact,
manv inserters toJav can output well over one
ton of mail eacl lour, all of wlicl must be
removeJ from tle inserter, placeJ in a LSlS
mail trav anJ JelivereJ to anotler part of tle
facilitv. Tlis back-enJ inserter function pres-
ents an increasing clallenge anJ tremenJous
cost savings opportunitv in toJav's proJuction
environments, especiallv as inserter cvcle rates
aJvance furtler.
Current state-of-tle-art, inserter cvcle speeJs
of 22,OOO envelopes per lour are common-
place. LnJoubteJlv tle Jav will come wlen
tle state-of-tle-art inserter cvcle speeJs pusl
well bevonJ 22k. Not onlv Jo tlese ligl speeJ
maclines offer improveJ qualitv, mail-piece
integritv anJ reJuceJ total cost of proJucing
tle mail-piece, tlev also signincantlv increase
JemanJ at tle inserter output. However,
wletler vou're in an environment of 3,OOO
- 5,OOO envelopes per lour, or one tlat's over
22,OOO per lour, or one tlat's in between, tle
following tasks remain:
1. HanJling of emptv LSlS mail travs (full
anJ lalf sizes) at tle inserter
2. ¨Sweeping" of envelopes from tle inserter
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\H|| `CU ||\|S¹ ||
¹|CH|C|CC` ||| ||
S||¹||S¦ `CU \/|¹ ¹C
|U||` C|¹|/|z| ¹H| |US|
||SS ||CC|SS|S ¹H/¹
SU||CU|D `CU| ||\|S¹
/||¹ \H|CH /|/|S
`CU /US¹ || SU|| `CU
H/\| ¹H| SU||C|¹||C
||CC|SS ||C||| /|D
|/C|||¹||S || ||/C|
Jrive nnancial results. Tle opportunitv in just
tle post-inserting functions alone proviJes
tle means to convert monev being spent on
toJav's operational activities into tomorrow's
pront, wlile at tle same time improving tle
value-aJJ to vour customer.
into a LSlS mail trav
3. Deliverv of tle loaJeJ LSlS mail trav to
tle plant
CapStone's lobotic Mail Traving solution is
just one example, albeit a verv big one, of tle
tremenJous savings opportunities tlat exist in
tle pre- anJ post-inserting activitv of toJav's
inserting operations of all slapes anJ sizes.
Òtler areas to consiJer for pre- anJ post-in-
serting operational improvements-to elimi-
nate activitv vour customer woulJ NÒT be
willing to pav for-incluJe tle following:
ºLvaluating trav sleeving metloJs anJ activ-
itv location
ºLvaluating nnisleJ trav lanJling metloJs
ºleassigning material lanJling from tle ma-
cline operator to material lanJling personnel
anJ/or meclanize or automate justinable ma-
terial lanJling functions of bringing materials
to tle inserter anJ taking tle nnisleJ proJuct
awav
º/utomating manual job reconciliation
ºStaggering operator breaks for continuous
macline operation
ºLstablisling best business practices for operators
ºLstablisling operator training, recognition
anJ incentives
ºlncreasing job sizes
ºlerforming intelligent picking of tle riglt
number of inserts anJ otler materials to elimi-
nate waiting for materials (at 2O,OOO envelopes
per lour, everv minute tle macline is waiting
equates to over 333 lost envelopes)
ºLliminating intentionallv stopping tle ma-
cline for qualitv clecks
ºDesigning best practices workJow for mate-
rial staging anJ lanJling logistics
ºConsiJering alternative print input
ºStreamlining envelope stock anJ statement
folJ setups
ºlequiring envelope suppliers to package
stock in larger quantities
ºleJucing setups
ºleJucing clangeover time
Òperational innovation results in Jirect per-
formance improvements (i.e., faster cvcle time
anJ lower costs), wlicl leaJs to superior mar-
ket performance (i.e., greater customer satis-
faction anJ more ligllv JifferentiateJ proJ-
ucts). Not to mention tlat improveJ market
performance vielJs a lost of strategic pavoffs,
from ligler customer retention to tle abilitv
to penetrate new markets.
TremenJous opportunitv exists in toJav's in-
serting operations of all slapes anJ sizes to im-
prove operational performance anJ ultimatelv
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Mom alwavs saiJ tlat wlen one Joor
closes, anotler one opens. lemember tle
gooJ olJ Javs, back in 2OO+: You're sitting
Jown to Jinner witl tle familv, anJ tle
plone rings. You Jutifullv answer, onlv to
be met witl vet anotler aggressive caller
telling vou tlat vour current mortgage
pavment is too ligl anJ lave tlev got a
Jeal for vou. VarieJ responses incluJeJ
tlanks-but-no-tlanks, muttering obsceni-
ties or grumpilv returning to vour cooling
Jinner.
last forwarJ to 2OO7. l can't remember
tle last time l got an unsoliciteJ market-
ing call. Yeal, tle companies tlat vou Jo
business witl still lave tle riglt to bug
vou once in a wlile but tle bulk was elim-
inateJ in Januarv 2OO5 wlen telemarket-
ers were requireJ, bv law, to upJate tleir
calling Jatabases, montllv, against tle
National Do Not Call legistrv. /notler
clannel to tle customer closeJ.
Lack to 2OO+: tle C/N-Sl/M /ct of
2OO3 goes into effect, requiring unsolic-
iteJ commercial emails to be labeleJ, pro-
libiting Jeceptive subject lines anJ false
leaJers anJ autlorizing tle lTC to create
a National Do Not Spam list. Meanwlile,
we still get Jisk-filling quantities from
servers in Lulgaria anJ arm ourselves witl
spam filters against tle onslauglt.
2OO6: leJmonJ Lill anJ tle gang release
tle long awaiteJ Vista amiJ promises tlat
it will make email spam a tling of tle past.
lf tle promise is kept, anotler clannel to
tle customer closeJ.
197O: / group of Jirect mail marketers
appeal to tle Supreme Court, citing tlat
a new law is unjust, unconstitutional anJ
lurting tleir business. Tlev lose in a rul-
ing tlat allows complete anJ unfettereJ
Jiscretion to tle aJJressee in electing
wletler or not tlev want to receive mail
from a particular source.
LSlS proviJes lorm 215O (now 15OO)
tlat, wlen filleJ out anJ returneJ to vour
local post office, issues a prolibitorv orJer
against items vou Jeem to be sexuallv ori-
enteJ material. Tle ruling goes furtler to
state tlat vou can Jeem a Jrv gooJs cata-
log unacceptable, offering tle assessment:
''Lvervman's mail toJav is maJe up over-
wlelminglv of material le JiJ not seek
from persons le Joes not know. /nJ all
too often, it is matter le finJs offensive.''
Òf course, tlis protection fails toJav in
practical application, as it requires proac-
tivelv going to tle post office, filling out
tle form for eacl companv (witl tle at-
tacleJ offenJing mailpiece in its entiretv)
anJ perlaps negotiation witl tle postal
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BElMG DlRECT
D|oc| uo||u co| s||| |o o||oc|vo `oo os| |ovo |o
uo|o so|o ,oo|o oo|u | |u|| | BY DAVE SÒUlRES
worker about tle regulation witl wlicl
le or sle mav be unfamiliar. Clannel to
tle customer: still open.
ln tle LSlS Strategic Transformation
llan 2OO6-2O1O, releaseJ in September
2OO5, tlev cite tle use of multiple clan-
nels for consumer purclases anJ translate
tlat into a preJiction of flat-to-positive
growtl in total mail volumes anJ Jeclin-
ing first-class mail volumes at an approxi-
mate tlree percent vear-over-vear Jecline.
How can tlat be: Tle Jifference is Jirect
mail anJ packages. Clannel to tle cus-
tomer: still open anJ growing.
2OO7: Witl tle Òmnibus late Case
(l2OO6-1) approveJ, a stamp moveJ from
39¢ to +2¢ witl across tle boarJ increases
for all automation mail anJ bulk rates as
well. Tlat means it just got 7.7% more
costlv to be Jirect. Tlat means vou laJ
better be at least 7.7% more effective at
mailing tle riglt tling to tle riglt per-
son anJ lope tlat tleir response rates rise
accorJinglv. Lverv time tlere is a rate in-
crease, tlere is a slift in tle economics
of Jirect mail. Clannel to tle customer:
clallengeJ.
2OO7: ls ecologv tle new moralitv: Wlere
Jo vou open vour mail: Tle stock answer
useJ to be over tle garbage can. Tle 2OO7
politicallv correct answer is over tle recv-
cling bin. let's face it. Òur collective tol-
erance for wasting energv anJ resources is
waning. NeeJ proof: Just look at tle smug
faces of tle lrius owners as tlev speeJ
bv vou in tle carpool lane or witness tle
fresllv keveJ paint job on tle H2 vou
parkeJ next to at tle grocerv store. How
long will it take for us to move from mere-
lv complaining about tle waste to seeing
practical Do Not Mail legislation:
Tle answer is tlat we lave alreaJv start-
eJ. Now, 11 states lave introJuceJ bills
tlat proviJe for a Do Not Mail legistrv
similar to Do Not Call. Tlougl, as ex-
pecteJ, tle Direct Marketing /ssociation
is active in proffering counter arguments
but tle sleer number of leaks in tle Jike
woulJ suggest tlat tlev coulJn't plug
tlem all. Tlis movement las inertia anJ
it's not stanJing still. Tle onlv question
is low mucl momentum it will Jevelop.
Clannel: closing.
Wlat's a marketer to Jo: lor starters, ex-
ercise a little self-restraint bv nurturing
tle clannels tlat are in place. Corporate
executives get Jownriglt giJJv wlen talk-
ing about tle cost savings associateJ witl
online bill pavment anJ presentment witl
paper suppression. Wlat tlev Jon't realize
is tlat tlev are ceJing tleir riglts to mail-
focuseJ marketing materials as tlev Jo.
\H/¹ DC|S ¹H|S /|/| |C|
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Tle kev is to integrate tle Jatabase-
Jriven, 1:1, marketing efforts towarJs
tle people tlat vou know tle most about
anJ witl wlicl vou lave enJuring rela-
tionslips. Tlat means combining vour
transactional communication witl vour
marketing promotions anJ communi-
cation (Translromo). Mailers lave an
enJuring riglt to senJ to tlose witl wlicl
tlev lave business relationslips anJ fur-
tler can expect tlat tleir messages will
be more often seen, reaJ anJ acteJ upon
as tlev are part of a Jocument tlat tle
customer las formeJ tle labit of open-
ing, even if tlev saw it online just a week
ago. /s tlev saiJ, olJ labits Jie larJ, anJ
tlat's certainlv tle case witl recipients of
personalizeJ mail'
Tlere are some excellent examples of
Translromo applications tlat are starting
to pop up. lull anJ spot color creJit carJ
statements witl embeJJeJ color promo-
tional offers anJ Jatabase-Jriven selective
inserts are just tle beginning. Tle riglt
Jocument to tle riglt person at tle riglt
time sloulJ be tle new Translromo man-
tra. lt means coorJinating vour message
witl vour proJuction process capabilitv
from enJ-to-enJ. lt means working witl
partners tlat get it anJ take creative ap-
proacles to implement new iJeas wlile
working witlin tle practical constraints
of vour legacv svstems.
lrognostication 2OO9: So, wlat Jo we en-
vision tle future of Jirect mail to be like:
Well, beating SkvWaves lesearcl's ear-
lier estimates, commercial-free satellite
raJio reacles 5O million net subscribers,
anJ ClearClannel announces tlat it is
Jeparting from anotler 3OO low perform-
ing markets tlat incluJe some surprisinglv
large cities. TiVo anJ DVls are as ubiqui-
tous as tle Justv DVD plavers purclaseJ
in 2OO+.
Viewers watcl as Tonv Soprano now peels
tle visiblv branJeJ label from tle fat-free
salami tlat replaceJ tle generic gabagool,
anJ tle script incluJes comments about
tle interior appointments anJ smootl
riJe of lis new lvbriJ-Jrive LscalaJe.
lroJuct placement in popular television
slows now becomes tle norm.
Meanwlile, l, like tle manv otler spe-
cificallv targeteJ recipients of Jirect mail,
come lome from work, relax anJ open tle
few pieces of mail tlat l receive, from tle
trusteJ companies l Jo business witl, in
front of mv computer, looking forwarJ to
accessing, online, tle offers tlat seem to
lave reaJ mv minJ anJ fit mv buving re-
quirements. lt looks like Mom was riglt.
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||s |uo |o |oo| o| ||o |o|o|o o||o|o|||, | BY MAYMARD H. BEM1AMlM, CAE
26
¹H| //||||C ||DUS¹|`
C||//¹| CH/|C| /|D
SUSTAlMABlLlTY
E
verv business Jav, our in-
Justrv is learning more
about tle vocabularv of tle
future-worJs like sustain-
abilitv, climate clange, en-
vironmentallv preferable
materials, carbon footprints
anJ social responsibilitv often nnJ tleir wav
into tle conversation. We are learning tlat
we lave to manage ourselves Jifferentlv as
we Jeal witl new pressures anJ new opportu-
nities. ln 2OO+, l co-autloreJ an article en-
titleJ ¨Competition anJ Clange," in wlicl l
talkeJ about 1O new forces tlat woulJ slape
our future. Òne of tlem was a new social re-
sponsibilitv tlat woulJ bring witl it a new
accountabilitv.
More tlan tlree vears lave passeJ, anJ it's
time to review low tle meaning of social
responsibilitv las clangeJ anJ tle effect
tlis las laJ, anJ will continue to lave, on
tle mail inJustrv. Tle classic Jennition of
sustainabilitv is to preserve tle resources of
toJav so tlat future generations can lave use
of tlem in a similar manner or better tlan
we can toJav. /ll of us in tle graplic arts
inJustrv lave trieJ to operate in a sustain-
able manner. /fter all, we want to be in busi-
ness next vear. So resource use anJ efnciencv
lave long been part of our vocabularv. How-
ever, sustainabilitv toJav las a mucl broaJer
meaning. lt means we are preserving for tle
future tle resources of toJav. lt means we lave
an obligation to one anotler to consume less
anJ proJuce as mucl, at least iJeallv.
Dailv, we are learing tlat if we give up
a piece of paper, we will save a tree. Lven
more, if we give up tlat paper, tle aJvertiser
will plant a tree for us or mavbe even two or
tlree. Yet, are vou aware tlat for everv tree
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tlat tle paper inJustrv larvests, on average
tlev plant tlree more: Tlat we lave more
trees in tle grounJ now tlan we laJ in tle
19+Os: DiJ vou know tlat insects anJ forest
nres are Jestroving more forest tlan tree lar-
vesting unJer sustainable forest management:
ln trutl, we lave long been in tle sustain-
abilitv business, but tle problem is tlat we
just lave not been gooJ at talking about it.
Lverv vear, tle forest proJucts inJustrv plants
over 2.2 billion trees. Lven if aJvertisers
planteJ a tree for everv customer, tlev miglt
plant 26O million a vear. So Jo l want to stop
using paper anJ slift tle tree planting cost
to tle consumer, or Jo l want to wiselv use
paper anJ promote sustainable forestrv:
/| C|\|CUS /|S\||
Òur inJustrv puts well over 213 billion mail-
pieces in tle national Jeliverv svstem-tle
LniteJ States lostal Service. Ònlv about
nine billion items-just four percent-can-
not be JelivereJ as aJJresseJ. Tle rest make
it on tle nrst pass. Òf tlat nine billion, mav-
be onlv four billion can't be JelivereJ. Not a
baJ recorJ. Ònlv 2.8% of aJvertising mail is
ever sent to a lanJnll. Tle rest is recovereJ
anJ recvcleJ, anJ if we all promoteJ com-
munitv-baseJ recvcling, tlat 2.8% coulJ be
next to zero. lt is wise for us as an inJustrv to
promote communitv-baseJ recvcling. let's
face it, we neeJ tle paper, anJ if we recvcle
more, we stretcl our paper supplv furtler.
We are all confuseJ bv tle sustainabilitv al-
plabet wlen it comes to tle papers tlat we
print on. Most of tle uncoateJ freesleet useJ
to proJuce envelopes is maJe from papers
tlat come from sustainable forests manageJ
unJer tle Sustainable lorestrv lnitiative. lf
we use merclant papers or branJeJ papers or
papers tlat are manufactureJ in CanaJa, we
coulJ be using papers createJ unJer tle lor-
est StewarJslip Council or tle lSC branJ of
sustainabilitv. Wlat is better:
Well, it is an enJless Jebate anJ at tle enJ
of tle Jav, it is just a branJ. Tle important
factor is tlat vou are using paper maJe from
a sustainable forest; a forest tlat will be tlere
in tle future. Tle inJustrv is not logging in
tle boreal forest; in trutl, we are carefullv
managing tlese resources.
Communication anJ transparencv are impor-
tant toJav. Òur customers want us to verifv
tlat we are Joing tle riglt tlings wlen it
comes to tle environment anJ our commu-
nitv. lt is a new era of social responsibilitv. So
we state tlese tlings in corporate literature:
tlat we are committeJ to using sounJ envi-
ronmental practices witlin our companies;
tlat we lave a commitment to our commu-
nitv anJ we are giving back; anJ tlat we are
using materials tlat we get from proviJers
tlat are practicing sustainable resource man-
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agement-managing tleir resources so tlat
tlev will be lere in tle future.
Do Not Mail las again become part of our
vocabularv. ln some wavs, we see tlis as part
of tle environmental sensitivitv of tlis era.
Yet, wlen vou reallv look into tlis issue, it
is not so mucl of an environmental issue
as it is an issue of consumers wanting more
control over tleir communications cloices.
/s one of mv colleagues so aptlv put it, tle
consumer wants tle riglt to be left alone.
We are Joing tle riglt tlings as an inJustrv
wlen we keep our aJJress lists current anJ
wlen we give tle enJ user tle opportunitv
to opt out of tlat mailing list. lt is part of our
responsibilitv as mailers to Jo tlis. However,
we neeJ to Jifferentiate between tle legiti-
mate environmental organization tlat is pre-
serving resources anJ labitat anJ anti-mail
activists wlo just want to kill tle meJium.
Mail las value; people reaJ it anJ like it, anJ
it facilitates economic growtl. StuJv after
stuJv slows tle value of tle mail branJ. Yet
we neeJ to take care of it like a branJ anJ
preserve its reputation. Tlat means we lave
to follow responsible mailing practices, anJ
we must ensure tlat a customer's information
is protecteJ. We all win in tle long run if
we Jo tlese tlings. Letter-targeteJ mailings
proJuce better returns. Tlere is no reason we
cannot mail smarter.
Tle mailing inJustrv will work tlrougl
tlese clallenges simplv because consumers
still want mail. Tlev like tlis form of com-
munication, tlev nnJ it convenient anJ tlev
responJ to it. So if we work larJ to keep mail
relevant, if we protect tle branJ anJ we are
sensitive to tle minJs anJ learts of our enJ
users, we will remain sustainable for manv
vears to come.
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SµeeJ meets :utecr:ty
ToJav's mail center operators neeJ to face
growing JemanJs for greater Jexibilitv,
slorter proJuction times anJ more automa-
tion. Tle lern 35OO was JesigneJ to meet
eacl of tlese specinc neeJs. Tle latest in a
portfolio of inserting svstems combining aJ-
vanceJ teclnologv witl lern's experience
anJ customer-Jriven Jevelopment, featur-
ing unique straiglt-line Jesign, tle l35OO
reJuces operator anJ service costs, lanJling
mail efncientlv even at tle liglest speeJs.
Witl its unique Jesign anJ capabilities, tle
l35OO can process pre-cut single sleets as
well as continuous forms more efncientlv.
Tle exclusive feeJing moJules can lanJle a
wiJe varietv of inserts anJ Jocument groups,
ensuring consistencv anJ reliabilitv.
Tle l35OO las variable speeJs to meet tle Je-
manJing neeJs of mail center environments.
Wlen a job is starteJ, tle processing speeJ is au-
tomaticallv aJapteJ to tle application being run.
/ varietv of enlancements anJ Jesign features
enable an operator to program tle l35OO quicklv
anJ easilv for a wiJe range of applications, wlile
tle svstem's straiglt-line Jesign contributes
to ease of paper lanJling. /ll components are
easilv accesseJ anJ moJularlv replaceable, witl
rapiJ clangeover of envelopes' sizes.
Wlen at its liglest proJuctivitv, tle l35OO is
capable of proJucing up to 22,OOO envelopes
per lour. lern's proven reaJing svstems anJ
comprelensive paper-Jow monitoring ensure
tlat Jocument integritv is maintaineJ tlrougl-
out tle process.
Tle l35OO also features lern's popular moJular
Jesign, enabling future upgraJes anJ integration
of new or Jifferent larJware anJ software. Tle
linear movement of paper witlin tle l35OO
ensures tlat, witlout unnecessarv Jirection
clanges, Jocuments gentlv Jow Jirectlv into
tle envelopes. During tle insertion process, a
funnel-like inserting pocket envelops tle Jocu-
ments, keeping tlem from being JamageJ.
Lecause of tle latest teclnologv incorporateJ
into tle l35OO, it is once again possible to
enlance tle quietness of operations. Òpera-
tors appreciate tle l35OO's ergonomic Jesign,
wlicl pavs off in increaseJ proJuctivitv Juring
Jocument processing.
||CDUC¹
AT l ÒMS
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Hcw Jc ycu ma|e 1¯6.000 µaces µer |cur µcs-
s:o|e. Òu a oeJ c| a:r.

Your inserting svstem can onlv run as fast
as vour input, anJ to Jeliver lern's inJustrv
leaJing processing speeJs, we neeJeJ to cre-
ate a cutter tlat coulJ Jawlesslv lanJle ligl
volumes of Jocuments. Tle best enJ-to-enJ
solutions are now a cut above tle rest.
Tle lern 999s is tle proJuct of intense re-
searcl anJ Jevelopment tlat is in Jirect re-
sponse to tle growing JemanJs of tle mailing
inJustrv. Tlere is an ongoing trenJ bv mailers
wlo lave JemanJeJ an increasing quantitv of
content per envelope. ln tle past, it was tle
performance of tle Jocument inserting svstem
tlat was at tle center of Jiscussion. ToJav, it is
tle Jocument input moJules tlat are vieweJ
as tle kev factors for effective processing.
lern las taken tlis trenJ into account anJ
las launcleJ tle pioneering lern 999s Higl-
lerformance Cutting Svstem witl /ir CuiJes
a totallv new tvpe of ligl-performance cut-
ting anJ grouping svstem.
Ltilizing new anJ improveJ teclnologv, wlicl
is completelv unique to tle inJustrv, air is useJ
to Jictate tle Jirection of Jocuments being
cut. CoupleJ witl tle lern 1OO LnwinJer,
an impressive top speeJ of 787 feet per min-
ute (over 12' per seconJ') can be rolleJ out,
cut at a blistering ++,OOO cuts / 88,OOO sleets
/ 176,OOO Juplex pages anJ accumulateJ in at
speeJs once tlouglt impossible.
ln combination witl tle ligl-performance
lern 35OO lnserting Svstem, anJ optimum
print preparation, up to four sleets per enve-
lope can be processeJ at tle full speeJ of tle
Jocument inserter'
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T|e oest resu|ts |rcm t|e start.

lern works closelv witl our customers to
Jetermine tle best solution for tleir mail
proJuction. Tle lern +3OO multi-purpose
inserter is our most versatile svstem, capable
of incorporating 13 Jifferent tvpes of feeJers
tlat can process a varietv of applications for
manv Jifferent inJustries. Your investment is
protecteJ, since tle l+3OO can be upgraJeJ
as vour companv grows.
Wletler vou run a single application or neeJ
tle freeJom to clange from one envelope
size to anotler (=1O, 6X9, broker, Jats), tle
l+3OO will improve vour operating efnciencv.
lrocessing up to 1O,OOO mail pieces per lour,
tle svstem's continuous running clain gives
operators fewer jams anJ more uptime. Tle
open Jesign of tle l+3OO makes mainte-
nance easv; vour operators will appreciate
tle manv benents of tle svstem's Jesign, anJ
our customers lave connrmeJ tlis witl more
lours JeJicateJ to proJuction. Lasv to learn
anJ operate, tle l+3OO las a slort learning
curve tlat will give vou noticeable results
from tle start. Tle option of left anJ riglt
versions improves tle logistics of incorporat-
ing tle l+3OO into vour current mail center
lavout. HanJling package tlickness of up to
1O mm gives mailers aJJeJ Jexibilitv anJ
meets tle trenJ of increasing tle content of
mail pieces. Tle vacuum closing svstem on
tle l+3OO is a must-lave wlen running mail
pieces tlat incluJe pens anJ gimmicks.
Tle +3OO's ligl speeJ, combineJ witl its open
Jesign, increases botl output anJ performance,
meaning better proJuctivitv for vour business.
/ltlougl we are in an increasinglv Jigital
age, traJitional mail is more alive anJ relevant
tlan ever as it connects in wavs tlat otler
meJia can not. lesearcl carrieJ out bv tle
LniteJ States lostal Service reveals tlat 56%
of people tlink receiving mail is a ¨real plea-
sure," 55% ¨look forwarJ" to Jiscovering tle
mail tlev receive anJ 67% feel mail is ¨more
personal tlan tle lnternet." Tlat means tlat
riglt now, vour iJeal prospects are keeping an
eve on tleir lome mailboxes, eager to receive
vour message, more tlan tleir inbox. lt las
been proven tlat personalization of envelopes
anJ letters witl ligllv visual graplics anJ text
vielJ ligler tlan average response rates. Lp
until now, it las been verv Jifncult anJ expen-
sive to personalize inJiviJual envelopes witl
text anJ graplics. Lut not anvmore'
Tle lern 515 LasvMailer mail-processing solu-
tion allows vou to connect more personallv witl
vour prospects anJ customers. Tle LasvMailer
complements tle new age of variable Jigital
anJ off-set printing to revolutionize Jirect
mail anJ transactional mail processing. Tle
LasvMailer allows anv companv to go tle ex-
tra mile in communicating witl customers anJ
prospects. So from print to nnisleJ solution,
tle proJuct is reaJv to be maileJ.
|']' |/S`//||||
- revc|ut:cu :u µerscua|::eJ ma:| ccmmuu:cat:cu

lmagine tle possibilities of being able to si-
multaneouslv print an 8 1/2 x 11" letter anJ
its envelope in full color, witl variable grapl-
ics anJ text on tle front anJ back in a single
pass. Tlen imagine processing tlat integrates
printeJ messaging into a nnisleJ personalizeJ
envelope witl its corresponJing letters reaJv
for mailing. Tle lern 515 LasvMailer trulv
makes reacling vour customers.easv.
Tle LasvMailer is a unique, completelv turn-
kev solution to nnisl personalizeJ mail com-
munications. ln tlis new age of printing, tle
kevs to success for Jirect marketing anJ trans-
actional mail applications are in aJvanceJ Jata
intelligence anJ increaseJ personalization.
Marketers anJ aJvertisers, transactional print-
ers, copv slops anJ quick printers are seeing
tle aJvantages of more focuseJ marketing so-
lutions tlrougl personalization tlat generates
increaseJ response rates.
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Dccumeut í:u:s|:uc cu DemauJ

lern Document linisling Òn-DemanJ
(DlD) proJucts proviJe intelligent solu-
tions for tle pre- anJ post-processing of
Jigitallv printeJ material from loll to
loll, loll to lolJ, loll to Cut anJ loll
to Look. /ll of tle stanJarJ DlD moJ-
ules can be combineJ to form complete
svstems, or tlev can be emploveJ in wavs
tlat Jirectlv aJJress tle special neeJs of
customers.
lern offers various moJels of unwinJer anJ
rewinJer moJules for processing continu-
ous forms. Tlese proJucts are rounJeJ off
bv tleir Jistinctive Jesign, simple opera-
tion anJ reliable performance. Tle lern
1OO Dl-6 is tle latest generation of un-
winJer teclnologv witl impressive, ligllv
JevelopeJ features anJ user-frienJlv ergo-
nomic Jesign. Tle color, toucl-screen
monitor witl job storage gives important
statistics to operators anJ service person-
nel, sucl as tle roll's Jiameter, current
speeJ, anJ tle lengtl of paper alreaJv
processeJ. To furtler enlance operating
efficiencv, a sensor for torn paper instantlv
notifies operators wlen a problem occurs
on tle roll. Llectronicallv svnclronizeJ
core Jrive anJ paper loop measurement
gives tle l1OO exceptionallv smootl pa-
per feeJ, even at unwinJing speeJs of over
+9O feet per minute.
Tle entire line of DlD proJucts las been
JevelopeJ to optimize tle proJuctivitv of
ligl-performance printers at tle pre- anJ
post-processing stage anJ to ensure tlat
all steps in tle printing, inserting anJ
finisling of Jocuments are accomplisleJ
efficientlv. /JJitional DlD proJucts in-
cluJe tle l11O roll rewinJing moJule,
l125 web accumulator, l13O rotarv cut-
ting moJule l1+O sleet stacking moJule,
l1+5 fanfolJing witl job separator moJ-
ule, anJ l15O labeling moJule.
|2'00 /U|¹|//||||
Carefullv conceiveJ Jesign, moJular con-
struction anJ unlimiteJlv conngurable; tlese
are just a few wavs to Jescribe tle lern 25OO
MultiMailer. Tle l25OO can be set up to
lanJle a wiJe varietv of applications. lts
processing versatilitv is astonisling anJ can
attune to anv size of mailing.
Tle l25OO offers a range of feeJing anJ cutting
options witl exceptional cutting capacitv anJ
all support tle wiJe varietv of reaJing svmbolo-
gies available toJav. Wletler vou are working
witl printeJ Jocuments from a roll or witl fan-
folJ paper, excellent cutting qualitv is tle stan-
JarJ for successful processing of vour mail.
Tle integrateJ folJing svstem makes virtu-
allv everv kinJ of vertical anJ lorizontal folJ
possible. lages can be folJeJ separatelv or in
groups. Witl a few simple aJjustments, tle
folJing svstem can be clangeJ to accommo-
Jate Jifferent Jocument formats.
Tle l25OO's inserting moJule represents
a milestone in tle evolution of automatic
mailing maclines. /fter being conveveJ a
slort Jistance, envelopes are nlleJ witl col-
lateJ Jocuments anJ encloseJ. lmpeccable
meclanical processing anJ tiglt electronic
monitoring ensures accuracv anJ package
integritv, everv time. / varietv of inspection
anJ output bins, as well as an ergonomic out-
put convevor belt, facilitates tle lanJling of
up to 12,OOO nnisleJ envelopes an lour.
/ll important information is clearlv Jis-
plaveJ on tle toucl screen: sleet, envelope
anJ mail piece counts, stack leiglts anJ user
access autlorization are proviJeJ instantlv to
tle operator. ln tle event of Jocument error,
a Jepiction of tle moJule affecteJ lelps to
locate tle source of problem quicklv, result-
ing in more efncient use of operator's time.
Tle l25OO's superb performance will Jeliver
Jawless mailing in accorJance to tle clang-
ing neeJs of mailers.
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lN CONCLU5lON
Lusiness organizations are coming to view knowleJge as tleir most valuable
anJ strategic resource, anJ bringing tlat knowleJge to bear on problems anJ
opportunities is tleir most important capabilitv. Tlev are realizing tlat to
remain competitive, tlev must explicitlv manage tleir intellectual resources
anJ capabilities. Wlen we maJe tle Jecision to enter tle ambitious unJertak-
ing of creating a new knowleJge resource calleJ Ma:| Stratec:es, we laJ tlat
value anJ strategic importance in minJ.
/t lern, we are making signincant investments in our associates' knowleJge
tlrougl botl external ligler eJucation anJ internal knowleJge slaring
tlrougl svstems anJ training. /ltlougl better equippeJ anJ prepareJ associ-
ates will serve vou, our customers anJ our inJustrv communitv better, we felt
tle neeJ for investments in an outwarJ looking velicle tlat focuses on tle
collective knowleJge of tle manv mail professionals across tlis inJustrv.
ln a worlJ JominateJ bv tle view tlat tle web anJ electronic means of com-
munication are tle onlv meJiums wortl writing about, tlinking about anJ
investing in, we tlink it's ligl time for a renaissance in tlouglt about gooJ,
olJ-faslioneJ mail. Mail is personal, visceral, anJ wletler or not it is recog-
nizeJ bv corporate senior management as strategic, it most certainlv is.
We tlink it's time to bring tle focus back to tle slareJ knowleJge, experience
anJ strategies anJ applv tlem to making mail better anJ making better mail.
Tle onlv wav we can Jo tlat in Ma:| Stratec:es is witl vour lelp. Òur plan is to
publisl Ma:| Stratec:es twice eacl vear; tle nrst in tle spring, to be maileJ out
prior to tle National lostal lorum, anJ tle seconJ in tle fall, just before
tle Crapl Lxpo/lrint slow. You can lelp tlrougl vour iJeas, feeJback anJ
contributions to future eJitions of Ma:| Stratec:es bv Jropping us a line via
e-mail at mailstrategies©kerninc.com or writing us a gooJ, olJ-faslioneJ
letter, sticking a stamp in tle corner anJ Jropping in a mail box.
We lope vou lave enjoveJ tlis premiere eJition of Ma:| Stratec:es, anJ we're
anxious to lear vour comments. We look forwarJ to slaring witl vou anJ
learning from vou.
BY THÒMAS BRÒCK
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