PI 300 Fast-Track Firm: Data-Mail Inc. Invests in Its Future

Even though the broader business effects of the COVID-19 pandemic brought challenges to printing companies of all kinds — the spikes of different variants, supply chain challenges, staffing shortages — the broader trend has been positive. Printing, in its many roles, is back.

For some, the speed of growth between the rather calamitous 2020 and the suppressed, skeptical hope of 2021, was profound. For a variety of reasons, some establishments had a very good year indeed. The focus of our series of fast-track profiles is to understand why certain printing companies performed so well, and how — as high performers — they view the printing industry moving forward. For this reason, Printing Impressions presents its 2022 Fast-Track companies that appeared among the 2022 Printing Impressions 300 list of the largest printers in the U.S. and Canada, as ranked by annual sales. Click here to access the complete list.

The summary of Data Mail Inc. that follows recognizes this company as a “fast- track” firm that has been committed to growth, expansion, and exemplary performance.

Data Mail Inc. | Newington, Connecticut

Most Recent Fiscal Year Sales: $195 Million
Previous Fiscal Year Sales: $150 Million
Percentage Growth: 30%

Bruce Mandell, CEO of Data-Mail Inc.

“We go where our clients need to go,” notes Bruce Mandell, CEO of Data-Mail Inc., a large direct mail operation headquartered in Newington, Connecticut. In describing his company, Mandell says it is a lettershop in the business of delivering printing and customization. Between its two production facilities (the other is in nearby Windsor, Connecticut), Data-Mail employs roughly 1,000 people.

Reflecting on the approaches that helped Data-Mail come out of the COVID-19 pandemic in a strong position, Mandell says the company paid heed to the lessons learned during the 2008-2009 financial crisis. “We are debt-free,” he says, “and very focused.” Part of that focus is on maximizing both people and processes. “We were ready when the market was,” he says, “and that has led to substantial growth.”

Asked what key condition contributed to the company’s strong performance, Mandell highlights customer relationships: “Our partners like to work with us, and we truly are partners.”

Operating on a growth-focused trajectory, Mandell says Data-Mail invested roughly $30 million in equipment purchases, which includes adding four high-speed SCREEN Truepress inkjet web printing presses, supplemented with high-speed finishing equipment from W+D and Bluecrest, and two new envelope presses within the past 18 months. Inkjet printing has helped the company achieve strong speed-to-market. “We’ve replaced slower equipment with faster, newer systems — all focused on turnaround, high speed, and low labor costs,” he notes. “We have a goal of getting more efficient.”

As the company moves forward, Mandell says it will continue to be, “really focused on meeting customers' needs.” He hopes to increase the company’s presence in digital cut-sheet and envelope printing, and will be adding label manufacturing in the first quarter of 2023.

Mandell believes Data-Mail is well-positioned to make those moves: “We can be very nimble to invest. We will deliver whatever the customer needs,” he stresses.

Mandell says he’s seeing increasing ad spending in direct mail, particularly as the cost of online marketing goes up and its efficacy goes down. “There’s been a boom in direct mail, and we’re hoping that continues.”

Postage rates and paper availability and costs are two areas printers need to consider today, according to Mandell. He believes that with so many changes going on in postage, the industry can have a larger voice in creating new market options and strategies for keeping costs down.

Paper remains an ongoing challenge, though he says sourcing has improved somewhat, and customers have become more flexible. “As an industry, we need to get good at offering options,” Mandell points out.