Launch Comes on Heels of Recognition as Fast Track Company, with 41% increase in Revenue and Big Leap in U.S. / Canada Printing Firms Rankings
Canfield & Tack, a full-service provider of commercial and digital printing, fulfillment, and distribution has announced the launch of OptiMail, a new direct marketing campaign service adding major horsepower to traditional direct mail.
“OptiMail is the latest initiative in our strategy to follow growth opportunities in key sectors of our business,” said Ray Brown, President and CEO. “There is a resurgence in direct mail, especially ‘smart’ direct mail. More people are opening direct mail and spending more time with it. With OptiMail we can take direct mail to a whole new level, marrying digital and print with an array of data-driven features to boost return on investment.”
OptiMail integrates traditional direct mail with digital platforms such as Facebook, Instagram and Google, adding multiple touchpoints and impressions to expand a campaign’s reach and enhance results. It pre-matches mailing lists to social media accounts and other digital activity, delivering coordinating ads to people before, during, and after a mailing reminding them to take the next step. A robust tracking system enables customers to monitor and measure campaign effectiveness and results via a customized online dashboard. Pricing is based on mail volume.
“OptiMail is a big differentiator for us as we continue to grow this part of our business,” said Brown. “In this very early stage of our roll-out, customer reaction has been unprecedented. They have been asking for something like this that is cost-effective and takes the guesswork out of wondering if a direct mail campaign is working. We are pleased to add this to our portfolio of solutions to help companies increase sales and response rates and maximize their marketing dollars.”
Canfield & Tack Makes Big Leap in Industry Rankings
OptiMail’s launch comes on the heels of Canfield’s big leap on the latest industry ranking of the U.S. and Canada’s 350 largest printers.
- The company climbed from 275 in 2019 to 192 in 2020 Printing Impressions’ ranking, which is based on total sales.
- Its significantly higher year-over-year revenue growth – a 41% increase from $14.9 to $21.1 million – led to Canfield & Tack’s recognition as a “Fast Track” company.
Printing Impressions is the graphics arts industry’s foremost source for trends, technology, and information.
In addition to pursuing growth opportunities in its business lines, Canfield & Tack has also grown through acquisition. The company acquired Cohber Press in June 2019, and Dellas Graphics in Syracuse in 2012, to expand its geographic reach and presence in central New York. Dellas is a division of Canfield & Tack and has a sales office in Syracuse, New York.
With the Cohber acquisition, Canfield & Tack expanded its warehouse and fulfillment operations by 20% and gained substantial efficiencies consolidating its facilities in Gates and the City of Rochester under one much larger roof in Cohber’s former 84,000 square foot plant in Henrietta.
Brown added, “In an industry where traditional printing is not growing, we have demonstrated the ability to pivot and implement innovations with speed. We have great capabilities and capacity to continue to drive growth, both in marketing collateral management and enhanced direct mail. We are excited to expand these services to our existing customers as well as introducing new customers to Canfield & Tack’s innovative products and services.”
From its New York-based facilities, Canfield & Tack serves customers from coast to coast, from California wineries to Fortune 100 companies in 12 states. Focused on print management and enhanced mail and print distribution services, Canfield & Tack specializes in the wine and spirit, non-profit, higher education, healthcare and health insurance, and finance marketplaces.
About Canfield & Tack
Canfield & Tack serves customers from coast to coast with diverse capabilities encompassing printing and packaging, mailing and distribution, fulfillment and warehousing, and web to print solutions. It serves a wide range of industries including education, healthcare, advertising, insurance, financial services, and wine and spirits.
Headquartered in Rochester, New York, the 100% employee-owned firm has 76 employees and has been in business since 1926. The company has been honored with numerous industry awards and supports the communities it serves through many philanthropic efforts.