Transpromotional Printing — Printing that Fills the Bill

In addition, several speakers cautioned that development efforts don’t end when the first piece is mailed. Messaging must be refreshed on a regular basis and should be adjusted to reflect any response to date from a recipient.

Broader use of color is considered to be one of the elements that defines transpromo vs. traditional statements, but it’s not an absolute requirement. Spot color and black-and-white components may be sufficient. Also, there isn’t just one standard for color print quality, asserts Lynne Andrews, variable color market manager at R.R. Donnelley, in Chicago.