Direct Mail Outlook : Education, Tools Remain Key

Thornton notes that, due to tighter budgets, many mailers had to reduce their normal testing variety and frequency, both in terms of lists and formats. All considered, it created an environment where budgets were cut, and there was pricing pressure as suppliers pursued a smaller piece of the pie.

"RR Donnelley focused our clients on utilizing increased customization and feature-rich presentations in their campaigns for an improved ROI," he says. "Additionally, our comprehensive production platform was able to flex toward smaller run counts with efficiency. Lastly, we have pursued enhanced color imaging using our ProteusJet proprietary inkjet technology, which delivers the variable process color that our clients and their responders find appealing. It gives a noticeable lift in response and reduces production costs, as well."