Direct mail survey results released
March 13, 2012 by James
The survey questions went out to over 5,000 direct mail service providers, resulting in more than 200 responses. Survey questions covered industry opportunities and concerns, profitability and more. The 2012 survey follows on from a similar survey which MCS carried out in 2007.
Since that survey, one major change is decreased worry about the cost of labor. That’s because there is now easier access to labor and higher unemployment. However, direct mail professionals remain concerned about falling revenues and margins as well as changes made to the US Postal Service. Despite these concerns, there is evidence of an industry mood of recovery after the lower volumes of recent years.
The direct mail industry survey also reveals predicted growth opportunities for industry professionals over the next two years. These include digital color printing and inkjet printing. Many also identified that it is essential to move towards cross-media offerings. This shows that the direct mail industry is beginning to embrace and use digital offerings and moving beyond the traditional perception of direct mail.
MCS President David Loos commented:
“In the past 2 years, we’ve seen the need for solution-based digital color offerings rather than a hardware-only approach…This latest survey confirms the industry’s future vision – but also underscores the need for strong product offerings to refresh technology in our customer’s high-profit departments- such as inkjet printing and camera systems for match mailings.”