Direct Mail Outlook : Mail Continues to Deliver
"Meaningful reforms, like allowing the USPS to right-size its operations for the realities of changing volumes, are necessary because price increases alone cannot fix the USPS' financial situation," Jaeger says. "The USPS felt it had no other choice other than to file an exigent rate increase because it is uncertain Congress will be able to pass postal reform legislation before year end. Given significant costs associated with mail delivery, postal optimization through commingling and other means, is a must to reducing postage costs and achieving proper alignment with in-home delivery dates."
Looking ahead to 2014, Jaeger points out that with more channels open to consumers than ever before, it puts marketers under pressure to coordinate and connect their content across all the channels. Given this, he feels Quad/Graphics is enabling its clients to use print successfully in tandem with other channels to acquire and retain customers, increase response rates and promote their brands consistently.
"Connecting and integrating content and branding across media channels in a single campaign is proven to lift the response for each channel," he says. "We make it easy for our clients to execute multichannel campaigns. Because we have a data-driven, digital workflow, we take content we receive for producing a printed mail piece and quickly repackage it for multiple outputs, including online, e-mail and mobile. Each of these outputs is customized to the recipient, using data our clients have about their customers. This results in relevant messaging, to the right person at the right time, to drive up response and revenues. On the back end, we reduce costs related to print production and distribution through a sophisticated commingling program."
The 2013 campaign was marked by significant capital investments for IWCO Direct of Chanhassen, MN. With clients facing a three-pronged challenge of increasing ROI, attaining the maximum postal discounts for clients (backed by fast, predictable mail delivery) and the simplification of supply chain management, IWCO Direct's outlays in continuous inkjet technology played a significant role in the company meeting client needs and attaining more than 8 percent year-over-year growth, notes Jim Andersen, company CEO.