Each year Printing Impressions magazine dedicates its December issue to ranking the 400 largest printers in North America and analyzing the outlook for key market segments, including direct mail. It’s always one of our favorite issues of the year, and we’re typically asked to provide insight into what IWCO Direct expects for the direct mail industry in the coming year.
Printing Impressions nailed the headline of its direct mail outlook story, with “Mail Continues to Deliver.” Erik Cagle’s story began with a recap of a few key challenges facing the industry, but then got to the heart of the matter – direct mail is one of the most viable marketing channels in existence. I would add it’s also one of the most measurable and accountable. We wanted to highlight a few key stats from the story:
- According to the Direct Marketing Association (DMA), direct mail expenditures in the United States are expected to rise to $196 billion by 2016, which represents a 3.8 percent compound annual growth rate (CAGR) from 2011.
- More households read advertising mail now than they did 25 years ago.
- Despite the myth that direct mail is for an older audience, the DMA found that the 22-24-year-old age cohort is the most likely to respond to a direct mail offer.
It’s always interesting to see where we rank compared to other direct mail printing firms. For the past three years we had the pleasure of being #1 in direct mail. While we ranked second in this year’s report, it’s important to note that direct mail is 100% of who we are and what we do, and we have a sizeable advantage over other companies that cite direct mail as the primary focus of their business. This is further proof that our strategy of powering our clients’ marketing through a combination of strategy, creative, data/programming, production and postal logistics has set us apart. I’m confident we have the best business model for direct mail in the industry.
If you have a moment, we’d encourage you to read Printing Impressions’ story on the direct mail industry.
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