IWCO Direct Drives Value Through Postal Optimization, High-Speed Inkjet Adoption

"Because of our size and our scale, we're producing 270 million direct mail packages per month," Andersen notes. "We can continue to drive best-in-class, density-driven commingling. That helps a lot with the pricing challenges of the USPS."

While the major direct marketers can often absorb postal increases, it is the mid-tier customers that are being forced to readjust their target audiences and frequency of mail, according to Andersen. Strategic discussions center around how new technologies like high-speed, personalized inkjet printing can help direct marketers achieve their goals. Further sophistication and segmentation of client data is paramount, and "that's connecting the dots into the whole four-color digital printing world."