Most agree that data-driven, personalized print is not only feasible but drives better results than traditional static print communications.  Consequently, for commercial printers, there exists an emerging opportunity for new customers and revenue streams driven by direct mail solutions.

Who will drive the bus?

Who Will Drive the Direct Mail Bus

The key question now will be who will take the lead in informing and attracting customers to direct mail. Will Commercial Printers, Marketing Services Providers, Digital Agencies or Data Management Companies meet with customers and explain the value of direct mail as part of an overall marketing mix? Or, will new decision and supplier models change the way we have traditionally created and marketed direct mail campaigns