In May, the company launched Vertis Optimal Postage, a predictable and cost-effective mailing solution that allows marketers a guaranteed, flat-rate postage and processing fee for standard-class and letter-size mail. It includes all handling and freight surcharges. And, at press time, the company announced that Mike DuBose, president and CEO, was stepping down at year’s end.
As for IWCO Direct, it launched its automated marketing platform (AMP) in April. It was developed to meet the growing demand for specialized direct mail programs, such as trigger mailings and response management services. It offers automation and efficiencies to campaign planning, strategy and management. In support of AMP, IWCO Direct added digital printing capabilities this year, along with new booklet-making equipment. To date, AMP has generated more than $8 million in new business, helping to offset the decline in acquisition-based mail.
RR Donnelley is continuing to expand its variable imaging flexibility and capacity, as well as assisting clients through its co-palletization program, providing lower postage costs and more certain delivery times. Also, its OneSite service gives customers direct line of sight to their mail, from the time it leaves the press to the moment it enters the local delivery unit’s mail route.
What does 2009 hold and what are the challenges facing direct mail clients? For Vertis’ Miotke, it’s all about providing the most value for the budget-conscious customers.
“Marketers are moving budget dollars to various media in an attempt to derive the greatest response, and also to provide a more integrated campaign strategy that reaches consumers through multiple touch points,” he says.
“Thus, dollars are being reappropriated from print budgets and other non-measurable media into media that are more easily measured, such as direct mail, online and interactive tools, as well as Web traffic drivers, PURLs, e-mail marketing, widgets and text messaging.”