Direct Mail Outlook : Education, Tools Remain Key

IWCO Direct also relies on its Customer Spotlight program, which pairs employees and clients in hour-long question-and-answer sessions. The program provides updates on clients and their businesses, gives insight to the printer's performance and looks at the competition, as well.

Customer education also continues to be a key relationship builder, according to Andersen. "Clients are onsite for two days, learning every aspect of printing, personalization and mailing, including why direct mail marketing continues to work. We've expanded our curriculum to include digital printing, read/write technology and product development. We also take our training on the road, and replace the hands-on site visit with video demonstrations of equipment and technology."