IWCO Direct Drives Value Through Postal Optimization, High-Speed Inkjet Adoption
Reducing Postage Costs
"Sixty percent of the campaign spend for marketers goes toward postage costs, so your ability to impact and influence the postage rate creates a competitive advantage," notes Joe Morrison, president of IWCO Direct. "We're still recognized as the largest standard commingler in the United States, so that's a big part of our growth. To that, we've added strategy and creative services during the past few years, to drive better results for our clients.
"Direct mail is still measured by ROI, and that's helped us quite a bit. We're helping customers on the front end with driving creative packages and formulating strategy—the frequency and cadence of mail, who you mail to, making sure that you change out your control packages and testing to avoid direct mail fatigue. Our creative services group has really helped on that front."
One of the biggest tools IWCO Direct has used to insulate itself against the negative variables that have impacted the channel is high-speed digital inkjet printing. IWCO Direct has partnered with Canon Solutions America by obtaining several continuous-feed color inkjet presses from the Océ ColorStream 3000 series. The printer installed ColorStream 3900 models at its Chanhassen, MN, headquarters and its Hamburg, PA, facility in 2013. The Hamburg plant also reaped a JetStream 2200 press. The first ColorStream 3500 landed at Chanhassen in 2011 in an effort to bolster full-color, variable data production printing capacity.
The ColorStreams weren't the only significant additions last year. IWCO Direct installed 12 drop down/digital on-demand, personalized plastic card manufacturing lines. While more Océ ColorStream press acquisitions in 2014 are not out of the question, others areas—namely, the IT department—will see investment dollars, particularly dedicated toward customized software application development.
The trend toward continuous-feed inkjet—more variability to drive 1:1 marketing as part of clients' high-volume acquisition programs—has been a particular hit with the financial services, insurance, multiple system operator (MSO) and automotive verticals.