Direct Mail Outlook -- Meeting the Challenge
IWCO Direct’s Andersen cautions that the excess capacity in the direct mail printing space will cause intense pricing pressure. The volatility in oil prices leaves fuel surcharges and energy costs as question marks. As for Do Not Mail initiatives that rear their ugly heads periodically, Andersen points out that the Mail Moves America coalition has done a remarkable job in providing education to lawmakers regarding the ramifications of DNM legislation.
Focused on the Future
“We are focused on continuing to gain market share by bringing low cost/high value marketing solutions to our clients and prospects,” Andersen says. “Our postal strategy continues to deliver the lowest cost-per-piece postage in the industry. In addition, we are fully prepared to support the implementation of IMB (Intelligent Mail Barcode) and are confident our proven success as a beta site for the USPS will provide maximum benefit for our customers.”
As for RR Donnelley’s Thornton, he believes clients need assurances that they are mailing to the highest potential prospects and the type of response they can expect to achieve. In addition, the printer applies its variable imaging technology in ways to reduce press stops and fragmented postal strings, he notes, securing better discounts from the USPS.
“Where we can reduce our operating costs, and when we can make their mailings more effective and productive financially, our clients prosper,” Thornton says. “These situations ensure our own success. We also continue to invest in customization technology, postal technology, data services and printing innovation. We hire the best sales professionals and client services personnel, who can understand and articulate our customers’ needs to our operations. That way, our clients get what they want: their own outstanding financial results.” PI
