Automation is a term we hear frequently, but what does it really mean in practical terms? In the print and mail industry, automation has changed the way businesses operate by saving time, reducing costs, and improving accuracy. This article will peel back the onion, breaking down how automation works in the print and mail process and how it helps businesses increase efficiency, reduce risk, and deliver communications faster than ever before.

According to a report by Gartner, 30% of enterprises will automate more than half of their network activities in 2026 efforts. This increasing reliance on automation is driven by ongoing supply chain disruptions and inflation. By automating tasks, businesses can reduce labor costs, minimize errors, and optimize resources.

Overcoming Legacy System Challenges

Despite the significant benefits automation offers, many companies are still held back by outdated technology. A report from Ricoh reveals that 52% of companies continue to rely on legacy systems, even though 45% of those surveyed acknowledge that these systems no longer align with their company’s current direction. This ongoing reliance on legacy technology presents a major barrier to adopting automation, ultimately hindering companies from fully realizing the potential advantages of modernizing their processes.

The Power of Data

For companies ready to embrace automation, data and software are the keys to success in print and mail services. It can come in various forms and complexities, often requiring detailed processing to create the final document. For example, a company may need to send thousands of personalized documents, each with unique information. Automation allows businesses to create these communications without needing manual involvement at every step.

Before sophisticated platforms, campaigns had to be built entirely from scratch. This meant manually sending data to processors, waiting for it to be processed, providing variables to the design team, creating proofs, and holding for approvals before moving forward. Oh, the onion is getting strong – keep the tissues handy!

Automation streamlines the process by eliminating the need for manual data retrieval and processing. The data automatically works through to the templates to create the final product. Pre-established data rules and templates allow the process to run smoothly from start to finish. This can save up to three to four days compared to traditional methods. In business, time equals money!

Keeping Data Consistent and Flexible

While automation streamlines processes, it requires consistency in data formats and templates. Templates serve as a foundation, providing design elements that allow for varied looks while limiting complexity. For example, templates might include variable images tailored to the recipient's demographics and purchasing behavior. Gone are the days of pre-printing shells only to overprint variable elements.

This is where data rules are important. Data can range from a straightforward Excel or CSV file with multiple fields to a more intricate process, such as a crosswalk or parts library, pulling from multiple files with variable fields. Examples of data fields include purchase history, geographic location, health plan usage, chronic disease states, and account activity triggers that inform personalized images and copy.

Ensuring the data follows specific guidelines is essential for maintaining quality. However, automation still offers flexibility — whether it’s a change in template design or a new data field, updates can be made easily without disrupting the workflow. This makes it easier for businesses to adapt to changing needs while maintaining consistency in their output.

Automation also makes it easier to provide clear reporting, which is especially helpful in regulated industries like healthcare, insurance, or government. Clients can track their communications and stay informed throughout the process.

Quality Control and Data Security

Quality control is important in print and mail services, and technology helps ensure that each mail piece is accurate. Reliable businesses have barcodes that track each piece as it moves through the production process, making it easier to handle complex mailings with varying page counts or inserts.Camera technology also ensures that every sheet and package is accounted for, while also enabling the matching of multiple sheets and creating an auditable file to track all records intended for mailing. For projects with variable page counts, camera systems further enhance accuracy by verifying each page’s alignment and ensuring consistency throughout the process.

Automation also improves cost efficiency by allowing print-ready formats to be used, reducing the need for extra processes like co-mingling. This saves both time and money. Additionally, automation offers enhanced data security, with backup servers ensuring that systems run smoothly and that issues are addressed quickly, minimizing the chance of mistakes and protecting sensitive information.

Risk Reduction and Workflow Efficiency

Reducing human involvement is one of the biggest benefits of automation. Fewer manual touches mean fewer opportunities for errors, leading to greater accuracy. Data errors – such as missing instructions, overlooked processes, or output mistakes – are often impossible to catch once the printing and inserting stage begins. However, with automation, these errors are eliminated because everything is programmed to apply the same rules consistently across all files, making the entire process more efficient.If there’s a change in data format or a crosswalk component that hasn't been programmed, it triggers an error, prompting a fix before any printing errors occur. This added layer of error-checking further ensures a smoother, more efficient workflow.

Case Study

An example of automation’s impact comes from a national health insurance provider that mails thousands of letters daily. These critical CMS-mandated communications, which must be delivered within a day, would be impossible without automated systems. In this case, data is pulled multiple times a day and flows directly to print without pause. The initial programming enables the processing of variable-page documents within a four-hour Service Level Agreement. Additionally, automated workflows ensure that all USPS-required documentation is electronically submitted. In this case, these systems solved a problem that traditional methods could never have addressed.

At Its Core

Automation goes beyond convenience; it is a powerful tool that boosts efficiency, reduces costs, and helps businesses save time. By streamlining data processing, document creation, and quality control, it enables companies to meet deadlines, improve accuracy, and stay competitive. As we get to the core of the onion, it’s clear that automation is transforming the print and mail industry, providing practical solutions that benefit both businesses and their clients.

Looking forward, the next wave of automation is likely to include the integration of more advanced AI. These technologies will enable businesses to automate decision-making processes and create hyper-personalized communications at scale, potentially revolutionizing customer engagement in the print and mail sector. Stay tuned!

Beth Brown, an account executive at United Direct Solutions, is a highly accomplished direct marketing strategist with a proven track record of delivering exceptional results for her clients through data-driven campaigns. With a deep passion for helping businesses thrive, Beth’s approach is centered on building long-term, trust-based relationships and treating each project with the utmost ownership and attention to detail. Her areas of expertise include strategic data acquisition, predictive analysis, and variable data printing, where she focuses on personalizing marketing materials to resonate with target audiences. Beth also specializes in comprehensive mailing fulfillment services, offering end-to-end solutions utilizing automation that ensure seamless execution for critical communications, from initial strategy to final delivery.

This article originally appeared in the January/February, 2025 issue of Mailing Systems Technology.