Inserting Gets Priority At Mailing House

As part of a £100,000 investment into selective inserting capability, Wiltshire UK based mailing house Priority Mailing, has taken delivery of a new Sitmajet controller.

As part of a £100,000 investment into selective inserting capability, Wiltshire UK based mailing house Priority Mailing, has taken delivery of a new Sitmajet Controller.

The equipment will allow direct marketers to conduct highly sophisticated direct mail campaigns that target recipients according to almost any criteria, including age, sex and even lifestyle preferences.

The new controller from Italian packaging and distribution systems manufacturer Sitma makes Priority one of the first mailing houses in the UK to offer the service to selectively insert different combinations of inserts into magazines.

Director and general manager, Paul Butcher commented: "Research indicates that targeted promotions which are personalised to an individual's preferences will increase the likelihood of that recipient responding.

Working closely with the client, we are able to format data based on almost any criteria.

Popular choices include age, occupation, geographic location, sex and lifestyle preferences.

We can also tailor a combination of criteria specific to each clients needs".

Driven by the underlying client address data, the controller is able to 'fire' individual inserter modules in phase with the mailing run.

Sophisticated sensors monitor every magazine electronically during the process, ensuring that they receive the correct combination of promotional inserts prior to being addressed and wrapped.

On the rare occasion that a magazine is incorrectly packed, the controller will automatically reject the faulty pack, and send it to be re-run without halting production.

Selective insertion is able to deal with many combinations in one large full run, saving time, energy and effort.

In the past, the lists split into smaller manageable lists representing the different pack types and their contents.

These smaller lists attract a reduced level of 'directs' sortation and therefore reduce postage discount levels and increase postage costs.

Selective inserting allows a client's mailing address list to be run as a single list, therefore ensuring the highest level of 'directs' sortation - maximising discounts and benefiting from lower postal costs.

Back to top