Direct Mail Outlook : Mail Continues to Deliver
"Using our data and analytic services team to identify the best responding targets, we make our ProteusJet MultiWeb technology available to deliver compelling messages and offers," he adds. "We support these mailings with Internet media, interactive experiences and mobile technology to deliver a cohesive, relevant and personal experience to the consumer. This, in turn, boosts responses rates, increases interaction with brands and delivers financial success to our clients."
Mail volumes have been slow to build as direct marketers await signs of a strengthening economy and improved consumer confidence, notes Steve Jaeger, president of direct marketing for Sussex, WI-based Quad/Graphics. Many direct marketers are mailing only to loyal customers and to prospects with a high propensity to respond, while innovative, high-value campaigns focused on acquisition and loyalty have been suspended. Jaeger points out that with delivery costs accounting for 60 percent of campaign budgets, marketers seek greater postal savings along with distinctive packages integrated with non-print media to ensure maximum return on investment.
In an effort to bolster its value proposition to clients, Quad/Graphics launched a pair of highly automated, regional commingling centers, in New Berlin, WI, and West-ampton, NJ. The facilities are delivering clients greater postal savings, shorter cycle times and improved in-home management.
"We have also invested heavily in sophisticated, high-value digital and in-line capabilities and in our conventional and lettershop platforms, allowing us to create distinctive packages that lower cost per response," Jaeger remarks. "Our print production platform gives our customers flexible options as their needs change, whether within a single campaign or over multiple campaigns and time frames."
Jaeger shares his colleague's sentiments in regards to helping the USPS find a clear path to fiscal sustainability. He points out that Quad/Graphics has been visible on Capitol Hill, with Chairman, CEO and President Joel Quadracci testifying about the need for postal reform to enable Mr. ZIP to remain a viable option for marketers to promote and distribute their products.