Direct Mail Outlook — Better Days Ahead

Colatriano points out that Vertis’ clients frequently work across multiple production platforms, from in-line to laser/lettershop and digital printing, depending on the scale and objective of the campaign.

Among the variables affecting the direct mailing space, Colatriano sees shifting dynamics in various industries and business models that are being challenged. “Certain markets need to reinvent their prospecting strategies; the current model is not very effective,” he says. “Large-scale mailers are mailing with greater frequency and with better segmented and updated lists. Rather than massive runs quarterly, they are going out every week and month.”