Direct Mail Outlook: Still Best Marketing Value

That's not to say 2012 was not a challenging campaign. Some softness in the financial markets—i.e., credit and insurance—impacted direct mail volume universally, Coyle notes. It defrayed some of the momentum enjoyed in 2011.

RR Donnelley stepped up its efforts to ensure clients get maximum value with the installation of its new variable color imaging technology, ProteusJet Multiweb. The technology provides full page, 100 percent customization, eliminating the need for print versioning, plate changes and the small postal strings which, at low densities, add much cost. Coyle believes the ProteusJet technology additions have delivered relevancy enablers, too, which have translated into a higher response rate at a lower cost per response.