This award is given to a company that makes the best use of direct mail to generate return on investment and grow its business. Specifically, the criteria for award are:
• Execution of creative promotions that utilize direct mail to its fullest potential;
• Excellent Return on Investment (ROI);
• Business growth through the use of postal discounts and incentive programs.
The Mailer of the Year contest is open to all companies that use direct mail in their marketing and communication efforts. The USPS awards one company annually from each regional Postal Customer Council.
ANRO is a print and mail services provider, but it is also postal customer that uses direct mail in all of its self-promotional campaigns. “We always try to promote our services with our services,” says ANRO CFO David Spinelli. Especially when we introduce a new technology or launch a new service, the best way to promote it is to show clients a real-life example of what we can do for them.”
For example, years ago ANRO was one of the first print services providers to offer cross-media marketing campaigns with personalized URLs (PURLs). For many of ANRO’s clients, PURLs were a brand new concept. To educate clients, the company launched a series of integrated campaigns to demonstrate the various ways PURLs can be used data collection, customer satisfaction surveys and more. The approach worked, generating interest and enticing clients to explore cross-media in their own marketing efforts.
Some of ANRO’s marketing campaigns pull double-duty. An example would be cross-media campaigns that also demonstrate ANRO’s print-on-demand capabilities by inviting recipients to visit a PURL to create custom greeting cards or calendars from their own uploaded photos. As soon as each order is submitted, ANRO prints the cards or calendars on-demand and mails them to each respondent.
ANRO also sends mailings produced on specialty papers metallics, clings, etc. that can only be used in ANRO’s HP Indigo digital presses. “Our Indigo digital presses are a competitive advantage, so it’s important that we highlight their capabilities in our own campaigns,” says Spinelli.
Another of ANRO’s competitive advantages is its HP T300 digital inkjet web press one of only a few of its kind on the East Coast. The T300 can produce high-volume personalized mailings in short turnaround times at competitive price points. To highlight the power and print quality of the T300, ANRO has produced all of its recent mailings on this press. With each campaign, ANRO’s clients get a marketing piece in the mail that also serves as a printed sample of the company’s work.
What’s next for ANRO? The company has already begun installation of an HP Indigo 10000 digital press, which offers the same advanced color digital printing as their existing Indigo 7000 presses, but with larger sheet size capacity. This translates to greater design flexibility and better cost-efficiency for ANRO’s clients. Keep an eye out for upcoming ANRO promotions produced on the new Indigo 10000 press.