Boosting Envelope Open Rates—and Business Results—at Unique Litho

Mail recipients are 69 percent more likely to open a mail piece with color text and graphics on the front than a piece with no headline or graphic¹. For direct marketers like the customers of Unique Litho, Inc., an Englewood, Colo.-based print and marketing services provider, that can mean a 69 percent increase in potential revenues for a company’s product or services. So states a blog on the company’s website.

Unique Litho has seen this approach payoff firsthand. The reason: a new Xerox Versant 2100 Press, installed in September 2014, gives the firm its first capability to print color variable data on envelopes in a single pass, reducing envelope printing costs by as much as 60 percent. It’s one of the many benefits the company receives from its Versant 2100 Press, bringing new value to its customers and new growth opportunities to the firm, while boosting productivity and reducing costs.
Unique Litho began looking for a new press last year to replace an older model that was nearing end of life. “We currently own a (Xerox) Color 1000 Press, and were considering purchasing a second,” said Bill Klopfenstein, vice president, Unique Litho. “We also gave serious consideration to solutions from Hewlett-Packard.
“A variety of factors contributed to our decision to invest in a Versant 2100,” he explained. “A favorable cost/performance ratio, the capability to feed a variety of substrates, the accessible paper path for easy maintenance, and the overall appearance of the image on paper were the main ones. The depth of image detail that the Versant’s (industry-first) 10-bit color produces is noticeably better than other devices.”
https://www.youtube.com/watch?v=z535BeWekpQ
And the Versant 2100 has delivered as promised, opening additional growth opportunities for printing on a variety of stocks and by more closely emulating offset look and feel to capture a larger share of projects from clients who prefer the less glossy finish. Productivity gains have enabled Unique Litho to increase total digital print volume by 15 percent without adding staff. Uptime has improved dramatically, reducing service calls by about 75 percent. “And the feed mechanism on the Versant is the best of any digital press we’ve experienced,” Klopfenstein said. He credits it with extending the usable life of stock that is exposed to environmental variation, reducing spoilage by 5 to 10 percent.
“We believe in partnerships—with our suppliers, clients and even our competitors,” Klopfenstein said, noting that Unique LItho has been a Xerox customer since 2003. “The Xerox team members, from management through field service, fit well into this model. I don’t lose sleep worrying if we’ve made the right decision on a piece of equipment from Xerox, and I also don’t lose sleep worrying about service issues or downtime. When necessary the Xerox team will bend over backwards to take care of us.”
Bill should know. It’s the same approach Unique Litho uses so successfully with each of their own customers.
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1. Leflein Associates mail openability study