Direct Mail Outlook : Education, Tools Remain Key

With clients experiencing cost pressures related to production and distribution, many of the companies that comprise CGX have focused much of their efforts on optimizing the value of existing marketing campaigns. "For instance, if a customer enjoyed success using postcards, we work with them to determine what additional value we may be able to bring to the design—be it variable tag lines, call outs or barcode tracking features," notes James Hill, president of St. Louis-based Nies/Artcraft, a CGX company. "Rather than overhauling their entire direct marketing program, we focus on enhancing the channels and methods that work, and testing new avenues to determine the most cost-effective acquisition or growth strategies."