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E-mail technology provider Responsys announced today it has partnered with print-on-demand firm Integrato.

The key benefit of the deal for Responsys clients is that Integrato requires no minimum purchases, according to Responsys.

“We’ve seen a lot of companies that want to do print, but they want to do it in a more targeted way, and they typically want to trigger them based on certain events,” said Scott Olrich, chief marketing officer, Responsys. “The problem with event-driven marketing in print is you may not have a huge number of customers to send them to.”

He added: “Historically, companies would have to wait and batch those jobs together before they could get an economical price for sending out each print piece.”

As a result of Responsys’s partnership with Integrato, the e-mail service provider’s clients can dynamically build individual direct mail pieces based on customer behavior and preferences, said Olrich.

The scheme allows marketers to trigger the delivery of the pieces to one individual at a time and have them printed and mailed the next business day without having to wait for large numbers to make the effort cost effective, he added.