Fast-Track Firms : Shrink-Free Print Growth

Directmail.com has added document read and print machines for its mail shop, along with three new inkjet printing devices.

Ripon Printers serves small- to mid-sized catalog marketers and publishers, manufacturing direct mail, catalogs and directories, along with manuals and soft-cover educational products.

“That was uncharacteristically far-sighted of us to get that URL,” Swain notes. “Our Website attracts quite a bit of traffic. We’re ranked No. 1 for a lot of (Google) search terms that people look for when they want to do direct mail. Our sales staff has been fortunate in that oftentimes the leads come in, and the customers are ready to buy what we’re selling. Because of the name/Website and natural search ranking that we have, it just continuously grows.”

Another key that’s led to impressive growth for DirectMail.com is the addition of Mike Savage, who helped firms such as Snyder Communications (led by Washington Redskins owner Dan Snyder) and Merkle. Swain calls Savage a “rainmaker” who has already positively altered the future course for DirectMail.com.

“We’re focused on big data; we have several really large national databases,” he says. “We do a lot of analytics and data mining. We can overlay files and tell you what your customers look like and where you can find more. Mike is definitely a big part of the secret sauce. He’s identified other folks with whom he’s worked who are really good, and we’ve since added them to our staff.”

DirectMail.com now seeks to connect the mid-market with data solutions, a niche Swain believes is ripe with opportunities. The company’s refusal to rest solely on its fortuitous domain name is making it relevant while spreading its reputation.

The firm has added document read and print machines for its mail shop, along with three new inkjet printing devices. Long-term, DirectMail.com may be able to justify adding high-speed production inkjet web capabilities, according to Swain.

“It used to be, we’d go in and make the pitch, and maybe we’d be lucky enough to get an RFP and slug it out,” Swain adds. “Now, the first time we make contact with a prospect—if we’re the ones to reach out—they’ll say, ‘Oh, I’ve heard of you guys.’ The planets kind of aligned for us.”

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