Quality Web Printing: Gaining an Appreciation of Web-to-Print Technology

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Web-to-print, also known as remote publishing, refers to the new method of performing quality web printing that functions without typesetting and plate making. This term implies using a web interface for creating, personalizing, approving and distributing print-based marketing collateral. The promotional piece can be a letter, flyer, brochure, postcard or perhaps large poster. The user is required to log into some secure online interface, choose a particular print product from a catalogue online and select an appropriate pre-designed template before customizing relevant areas of that piece through entering text, upload of personal graphics and images or just picking them off an online library (Digital Asset Manager).

Once the final piece has been approved and method of delivery selected, if a distribution list is required it gets uploaded from either some client list or integrated online CRM platform. The job gets paid for via credit card and the shopping cart is closed before being forwarded to a digital printer for quality website printing and getting delivered onto the shipper oftentimes within 48 to 72 hours.

Once the online PURL form has been submitted the client contact information, “click through” path as well as survey data get captured by the customer database / CRM platform, used for updating the client’s profile and preference records. These are available to drive intelligent personalization immediately in new online marketing campaigns that employ quality web printing technology. Analyzing this data (Analytics) avails an unprecedented opportunity for integrated, highly personalized marketing campaigns. It all leads to better response rates along with new revenue opportunities.

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