Printing companies begin to take on direct marketing distribution
With more U.S. Postal Service mail plant closures occurring within the year, businesses using web-to-print and address validation software might need to consider looking into other direct mail distribution options. However, because of USPS closings, companies might begin to utilize new channels, as printing companies across the country start to provide delivery services for clients.
Recently, Quad/Graphics made a million-dollar investment in mail centers by constructing two regional commingling centers and preparing a plan to expand other plants to combat the decrease in mail frequency and provide an affordable option for customers. With the enhancement of commingling features, or merging individual pieces of mail together to cut costs, the printing giant anticipates seeing a reduction in mail handling time and a boost in delivery time. The company discerns the USPS closures as an opportunity for printing businesses to assist clients in driving traditional marketing campaigns, according to Steve Jaeger, president of Quad/Graphics Direct Marketing.
"Direct mail continues to be one of the most powerful ways to drive consumer response, and we have the solutions today's marketers need to acquire and retain customers and grow their business," Jaeger said. "With these new investments, we advance our commitment to helping direct marketers maximize the revenue from their print spend while minimizing their total cost of production and distribution."
Direct mail continues to be a successful marketing medium, and as more print production companies begin to fill USPS distribution holes, businesses employing web-to-print and address verification software may start to examine alternative delivery options. But with the increase in mail handling centers, companies investing in address validation for direct mail might still consider looking to traditional distribution opportunities as the rise in competition may drive prices down.