Anthony Coo: The Modern Challenges of the Print Landscape

How much has the landscape changed for print service providers (PSPs) in the last decade?

The industry has evolved significantly over the last few years. The days of PSPs receiving an urgent phone call asking to send a mailout to five million customers are long gone. Larger jobs are becoming less common than they were in the past and, in turn, PSPs need to pivot to serve a number of smaller clients.

These smaller jobs often have their own unique and specific needs and PSPs must adapt to meet these individual demands efficiently, all while meeting lots of different deadlines. They need mailroom technology that is agile enough to manage multiple jobs at the same time – automatically adjusting when orders change or new jobs arrive.

Would you say that the print landscape has become more competitive?

The print landscape is now much more competitive. PSPs now have to be strong all-rounders to secure and retain a number of smaller customers, rather than focusing on larger contracts. Each customer comes with its own requirements, from mailing inserts and unique finishing options to faster turnaround times. To stay competitive, PSPs must be able to cater to an increasingly wide set of demands. If they cannot keep up, their customer base will quickly begin to shrink.

As regulations tighten across industries like finance, healthcare, and insurance, the importance of being able to prove compliance to customers has shot up the agenda. PSPs that can’t prove they have sent the right information to the right recipient – or that they have processes in place to intercept and stop mailings when needed – will begin to lose market share.

How can PSPs stand out in this market?

Print is often incorrectly pigeonholed as a traditional medium that stands still. In reality, the industry is constantly changing. To stand out in an increasingly saturated market, PSPs need to diversify to ensure they are producing dynamic products that make a big impact. To give an example, this year we are launching full colour printing across the edge of the page, enabling PSPs to create vibrant images and make full use of every millimetre of space across pieces of mail.

Customers are increasingly demanding unique ideas, more creative solutions, and new content.  With JICMAIL reporting recipients spending on average more than two minutes reading a piece of direct mail, finding ways to add creative flair could pay dividends for PSPs. They cannot afford to stand still and should be continuously exploring new ways to enhance engagement and personalisation for impactful and memorable customer interactions.

How can PSPs adapt to new demands such as an increasing desire for personalisation within print?

Across industries, personalisation has become a must-have for any business that hopes to build strong customer relations and drive long-term loyalty. When customers are spending thousands of pounds on a single mailing, they want to make sure they’re getting the maximum exposure, the maximum reception, and the maximum response.

PSPs can use technology as a key differentiator to improve the mail experience. Mailroom technology can even elevate the appearance of the envelope the mail is being sent in. Quadient’s Mach 9DS dynamic envelope printer enables variable graphics and personalised designs, making a greater impact to encourage customers to engage with mail from the moment it drops on the doormat. 

However, it’s crucial that personalisation doesn’t compromise accuracy. While our recent research shows more than four in five consumers value physical mail, we also found many businesses are making mistakes including putting the wrong name and address details on the envelope. This underlines the importance of striking the right balance between personalising mail and ensuring accuracy. Therefore, PSPs should be automating processes where possible, to lower the risk of human error.

How important is real time data and reporting in the modern print landscape?

Businesses remain under pressure to demonstrate the effectiveness of mail campaigns, compared to digital channels. To justify their investment in print, they need real-time data and reporting that provides clear insights into performance. Tracking and analytics can prove that printed and mailed items are generating impact with consumers. These metrics also allow businesses to directly compare their impact against digital marketing efforts.

Real-time data and reporting are also crucial for compliance: ensuring accuracy, security, and traceability when handling sensitive information. For example, by adding integrity codes to documents, PSPs can securely automate and monitor every step of the mail assembly process. This is especially valuable when envelope contents vary by customer, as it ensures recipients receive the correct, personalised materials. This provides both peace of mind and absolute proof of compliance for businesses, safeguarding against errors while reinforcing trust with clients.

How might recent reforms of Royal Mail affect PSPs, particularly those working in direct mail?

The postal industry has constantly evolved over time and the proposed reforms to Royal Mail and the postal service are just the latest chapter. PSPs and their partners should always stay on top of the latest news, prices, and services available in the market. So in a sense, nothing should change this year.

Depending on mailing volumes, there are always different options for PSPs to consider, such as the franking tariffs and mail services the business is using. When there is a change, they need to reassess and make an informed decision about which services they are using. There are always different options to consider, such as compressing the days they are running machines or changing the tariff they use for franking mail. PSPs just need ensure they follow a considered, strategic approach.