Danvers, MA – July 1, 2010 – RISO, Inc., a leader in digital printing technology, today jointly released a white paper in conjunction with Output Links confirming the results of a recent independent INTERQUEST study. The study compared direct mail response rates for postcards printed with electrophotographic (EP) and inkjet printing technologies. The white paper details how service bureau and commercial print executives used RISO ComColor® printers to open new markets and affordably offer transpromo and direct mail printing services to their customers.The independent study was completed at the beginning of 2010. Over 10,000 direct mail postcards were mailed to marketing executives in a variety of industries, with approximately half of the postcards printed on a RISO full-color inkjet printer on matte-finish card stock and the other half printed on a full-color toner-based (EP) production color printer on high-gloss card stock. The postcards offered recipients an Amazon.com gift certificate for responding to a brief online survey related to direct mail marketing. The study showed that, while response rates for postcards printed by color inkjet and EP printers were nearly identical, the cost per lead generated from the inkjet-produced postcards was 62% lower than the leads generated from the EP-produced postcard.
In the Output Links white paper, “Direct Marketing: Generating Five Leads for the Price of Two,” a communications service provider and a high-volume billing statement and transactional printing specialist describe how the independent study echoes their own real-world experiences.
read more
More...