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Direct Mail Gets Personal at Baesman with New Printing Technology

Rachel Iannarino
VP, Marketing & Client Experience
tags Direct Mail

HILLIARD, Ohio – Today, Baesman announced an evolution to the nearly 70-year-old brand and a new capability to their marketing services offerings. 

The updated brand includes the new tagline “We get personal.” To exemplify this message, Baesman installed a state-of-the-art Truepress digital inkjet web, the latest in direct mail printing technology. This powerful addition makes personalized direct mail attainable, affordable, fast, and the next wave of “digital” marketing.

“Personal relationships are much more rewarding for people and brands,” said Rod Baesman, CEO. “That’s why we have purposefully grown from historically a commercial printer to a marketing services organization that specializes in engagement and personalization. Every service we offer helps our clients engage and build individual relationships with their customers all while improving their return on investment. Put simply, we exist to help our clients achieve more than they ever thought possible by getting personal.”

Baesman began as a commercial printer in 1952 and has grown over the years to include CRM data and analytics services; email, SMS, and loyalty strategy and execution; warehousing and fulfillment; and most recently affordable, high-volume variable content direct mail services. Though already producing more than 120,000,000 pieces of direct mail annually, this new technology will allow Baesman’s clients to reach their customers with deeply personalized direct mail, at scale, in near-real-time due to the speed and volume capacity of the new press.

The press is a high-quality, roll-to-roll, full-color, printing press that can output 492 feet per minute. It can print and finish anywhere from 500,000 to 1,300,000 direct mail pieces per day depending on size. Once data is provided and proofs are approved, direct mail projects can be in the mail within 48 hours of printing. In most cases, it also reduces postage costs significantly because all versions run as one mail stream.

“The beauty of our newest capability is each letter, postcard, or self-mailer can be completely different than the one printed directly before it,” said Tyler Baesman, President. “Our clients get affordable, hyper-personalized marketing, at scale, with variable text and color images on both sides of the piece. Research shows that 90% of direct mail is actually opened whereas emails are only opened 20-30% of the time. This is the perfect strategy to complement digital marketing and reach consumers with individualized communication.”

All variable content is driven by clients’ data, which Baesman will pull, organize, write programs and code to, and deliver the final proof so there is little lift on the client’s side. Baesman then uses this data to populate messages with anything from personalized offers and store locations to purchase recommendations based on past purchase history and demographic information, and so much more. The one-to-one marketing options are vast and based upon the data provided.

The addition of the digital web press and the evolution of the Baesman brand will serve to help clients reach their customers with the right message at the right time in their journey. Baesman believes this is a better approach to personalization and one-to-one marketing.


About Baesman:
Founded in 1952, Baesman is a family-owned and operated marketing services organization that specializes in customer engagement, personalization, and high-volume small and large format printing capabilities. From CRM and loyalty to printing and fulfillment, we get personal with customers by creating data-driven strategies that deliver deeply personal communications to customers where they are and when it matters most, all with unmatched data security. Located in Hilliard, Ohio we occupy 200,000 square feet of space in our headquarters and our fulfillment warehouse combined. We’re proud to employ more than 130 teammates and operate 24 hours per day six days per week.

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Rachel Iannarino
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