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By The Printing for Less Team

At Printing for Less, we understand that the key to successful marketing is gaining attention. But it’s hard to captivate people fatigued by digital engagement methods. That’s why modern businesses have an engagement problem, not a reach problem. However, in today’s digital age, many businesses still underestimate the power of direct mail.

Whether you’re a small business owner just starting out or an enterprise looking to increase engagement globally, here are the Top 10 direct mail basics that will get you going on the right track:

1. Know Your Audience:  It all starts with understanding who you’re trying to reach. Develop clear buyer personas and segment your audience based on demographics, interests, and purchase behavior, if possible. What are their interests, needs, and pain points? What motivates them to act? The more you know about your target audience, the more you can tailor your direct mail campaign to resonate with them. The USPS’s the Every Door Direct Mail (EDDM) service might be worth exploring for this. 
2. Craft a Compelling Offer: What value are you providing to your audience? Don’t just highlight a limited-time offer or new product; explain how it will solve a specific problem or improve their lives. Use a catchy headline, strong verbs, and emotional language to create a sense of urgency and excitement.
3. Personalization is Key: Go beyond just names! Use variable-data printing to personalize messages, visuals, and offers to individual recipients. This will make your direct mail more relevant and engaging. And it can work for small batch runs to huge campaigns. Industry statistics show that you will boost customer engagement by 4 percent to 10 percent when you use personalized marketing techniques.
4. Design for Impact: Use eye-catching visuals, high-quality images, and clear, concise copy. Flat mailers—such as postcards, flyers, and brochures—can serve a lot of purposes. The best designs are those that achieve the outcome you want for the piece. Whether you are seeking new leads or customers, announcing a new product, service, or event, or following up with an appointment or survey card, your marketing goal should always drive your design. The job of direct mail is to impel action.
5. Leverage Automation: While standalone direct mail solutions can have terrific impact, don’t ignore marketing automation. These tools can help you personalize campaigns at scale, schedule send times, and track results efficiently. Automating your direct mail operation, if possible, can save you time and money and allow you to focus on other aspects of your business that require your and your team’s expertise.
6. Track and Analyze: Don’t just send your direct mail campaign and hope for the best. Track key metrics such open rates, response rates, and website traffic generated. Use this data to identify what’s working and what’s not so you can tweak your future campaigns.
7. Test and Optimize: Don’t be afraid to experiment! Test different headlines, images, offers, messaging, and formats to see what resonates best with your audience. A/B testing can help you optimize your campaigns for better results. (Read a real-world example of how P F L aided University of Pittsburgh CTSI test different version of postcards with different graphics and message.)
8. Integrate with Digital: Use QR codes, landing pages, and trackable URLs to bridge the gap between physical mail and online engagement. This will allow you to track the customer journey and measure the effectiveness of your omnichannel marketing efforts. Research has found that the combination of digital and physical marketing is more powerful than either is on its own.
9. Build Relationships: Direct mail is a great way to nurture leads and build long-term customer relationships. Consider sending a series of direct mail campaigns over time, each with a different message or offer. This will help you stay top-of-mind with your target audience.
10. Use High-Quality Materials: Invest in good paper, printing, and envelopes. The presentation of your direct mail matters, and it reflects the quality of your business. Generally speaking, it is best to choose a thick, high-quality cover stock with a gloss finish for postcards. For catalogs, high-quality custom papers and specialty finishes and binding options can make your piece stand out. For tips on choosing paper for your mailer, visit this page.

Bonus Tip: Consider using eco-friendly options, such as recycled paper and biodegradable materials to align with your sustainability goals and appeal to environmentally conscious consumers. Printing for Less—as does out parent company, P F L—takes being environmentally friendly very seriously.

By following these direct mail basics, you can create effective marketing campaigns that capture attention, drive engagement, and deliver measurable results for your business.  

About Printing for Less

As a company with more than 25 years of print and fulfillment experience, Printing for Less takes the top direct mail strategies into account to help you expertly execute direct mail programs from strategy and production to delivery.

We offer print and direct mail solutions that are:

Simple: We manage the entire process under one roof, from strategy and design to printing and delivery.

Engaging: Memorable direct mail touches from postcards and letters to 3-D mailers with logoed items gets recipients to act.

Personal: Use your own data to personalize mailers at any scale—from hundreds to millions.

Want to see how Printing for Less can help you with print & mail?

By Printing for Less Team

With apologies to Tennyson’s “Locksley Hall,” it’s safe to say that, as spring approaches, small and seasonal businesses—such as lawn care services, solar panel installers, roofing companies, home repair specialists, etc.—are gearing up to make the most of the timely opportunities. One powerful tool in their marketing arsenal is direct mail campaigns—particularly those utilizing flat mailers. 

Why ‘Flat Mailers’ Matter 

Flat mailers are, as you’d expect, flat pieces of mail sent through the United States Postal Service (USPS). (While the USPS refers to “flat mail” as a specific category that includes large envelopes, newsletters, magazines, and catalogs, for this article we are using the term “flat mailer” in a more general way.) According to a survey by USPS, the most common types of flat-mail formats used by U.S. marketers are postcards (66 percent), newsletters (66 percent), self-mailers (56 percent), and catalogs (48 percent).  

Flat mailers offer several key advantages for businesses looking to connect with their target audience—especially home consumers. 

Visibility: In a mailbox filled with envelopes and flyers, a flat mailer, such as a postcard or catalog, stands out. Its larger size and eye-catching design grab attention, increasing the likelihood of recipients noticing and engaging with the content. 

Image source: whosmailingwhat.com 

Creativity: Flat mailers provide ample space to be creative. Businesses can showcase their products or services with high-quality images, compelling copy, and innovative designs, making a lasting impression on recipients. 

Tangible Experience: Unlike digital ads or emails, flat mailers offer a tangible experience. Recipients can hold them in their hands, enhancing the sense of connection and making the message feel more personal and memorable. 

Versatility: Flat mailers can be customized to suit different marketing objectives and target audiences. Whether promoting a special offer, announcing a new product, or simply raising brand awareness, businesses can tailor their flat mailers to achieve specific goals. 

Cost-Effectiveness: Despite their larger size, flat mailers can be cost-effective to produce and distribute, especially when compared with traditional forms of advertising, such as local TV or radio commercials. With the right strategy, businesses can maximize their return on investment (ROI) with flat mailers. 

Tips for Creating a Winning Spring ‘Flat Mailer’ Campaign 

Know Your Audience: Understand your target audience’s preferences, interests, and pain points. Personalize your messaging, call to action, and design to resonate with them and address their needs effectively. For example, if your mailer focuses on millennials, using a QR code can be effective, but if your mailer focuses on seniors, a phone number might be a better option.  

Focus on Benefits: Highlight the benefits of your products or services, (as shown in this example from Hello Fresh, a start-up meal kit provider). The mailer describes three major benefits their service offers busy consumers.  

When you show recipients how your offerings can improve their lives or solve their problems, they are more easily compelled to take action.  

Image source: whosmailingwhat.com 

Use Eye-Catching Design: Invest in professional design that grabs attention and communicates your brand’s identity effectively. Incorporate colors, fonts, and imagery that align with your brand and appeal to your target audience.  

Include a Clear Call to Action (CTA): Encourage recipients to take the next step by including a clear and compelling CTA. Whether it’s visiting your website, calling a phone number, or redeeming a special offer or code, make it easy for recipients to act. 

Track and Measure Results: Use tracking tools and analytics, when possible, to measure the effectiveness of your campaign. Monitor key metrics, such as response rate, conversion rate, and ROI, and use the insights gained to refine your future campaigns. 

By leveraging flat mailers for marketing this spring, small and seasonal businesses can effectively reach and engage their target audience, driving growth and success in the months ahead. With careful planning, creativity, and strategic execution, businesses can create winning spring flat-mailer campaigns that will help your bottom line bulge. 

By The Printing for Less Team

In a world dominated by digital, the allure of receiving physical mail still sparks a sense of excitement and importance to consumers – even younger, digital native generations report they value receiving direct mail.  

However, within this realm of physical mail, there’s a choice to be made: traditional direct mail or the USPS Every Door Direct Mail (EDDM) service?  

Let’s dive into the nuances of each to help you make an informed decision tailored to your unique business needs. 

Traditional Direct Mail: A Personal Touch 

What is Direct Mail? 

Direct mail involves sending physical marketing materials directly to a targeted audience via postal mail. It includes items like postcards, coupon mailers, flyers, catalogs, and personalized letters.  

Key Benefits: 

• Tangibility: Physical materials create a lasting impression, standing out in a digital world. 
• Personalization: Tailor your message to specific demographics, ensuring relevance and adding a touch of authenticity. 
• Highly Targeted: Reach a specific audience based on location, preferences, and behaviors. 

Requirements: 

• Quality Design: Eye-catching visuals, compelling copy, and a clear call to action are essential.  
• Accurate Mailing List: You will need a mailing list or address list to send traditional direct mail.  
• Postage Costs: Factor in postage expenses when budgeting for your direct mail campaign. 

USPS Every Door Direct Mail (EDDM): Broad Reach, Local Impact 

What is Every Door Direct Mail (EDDM)? 

Every Door Direct Mail is a service offered by the USPS that allows businesses to target specific neighborhoods without the need for a specific mailing list. It simplifies the process of reaching local audiences and offers a lower cost than traditional direct mail. 

Key Benefits: 

• Send to Every Address in a Defined Local Area: Target specific zip codes, neighborhoods, or mail carrier routes without needing your own mailing or address list.  
• Cost-Effective: Since EDDM does not require a mailing list, you can save on your campaign costs. EDDM can also cost less than regular direct mail.  
• Simplified Process: No need for addresses; just choose your targeted area with handy tools like our Instant EDDM Route Selector, and we’ll handle the rest.  

Requirements: 

• Proper Bundling: Ensure your mail pieces are bundled correctly according to USPS guidelines.  
• EDDM Retail Indicia: Use the approved indicia for EDDM retail rates. 
• Size and Weight Restrictions: Adhere to size and weight limitations specified by the USPS.  

If these requirements sound intimidating, don’t worry, we can handle them all for you. Printing for Less is a USPS partner and has all the necessary templates and requirements to make your EDDM campaign a success.  

Making the Right Choice for Your Business 

In the end, the choice between traditional direct mail and EDDM depends on your marketing goals and desired outcomes. If you seek a personal touch with a highly targeted approach, traditional direct mail may be the ideal fit. However, if your aim is broad local exposure on a budget, EDDM offers a simplified solution.  

Assess your business objectives, audience preferences, and budget constraints to determine the strategy that aligns best with your unique needs. Whichever path you choose, direct mail remains a powerful tool in your marketing arsenal, bringing your brand directly to the doorsteps of your potential customers. 

How Printing for Less Can Assist 

Navigating the intricacies of postal marketing is made easier with the support of Printing for Less. We provide expertise in understanding the ins and outs of EDDM and offer guidance on designing impactful mailers. For direct mail, our team can assist in building targeted contact lists, ensuring your campaigns are tailored to the right people and get there are the right time. 

If you’re ready to harness the marketing power of postal services, reach out to us. Whether you need assistance with Every Door Direct Mail, direct mail, or both, we’re here to ensure your campaigns make a lasting impression. 

Interested in direct mail for your business?

By The Printing for Less Team

Quick Guide to Direct Mail for Mid-Sized Businesses: 

In the fast-paced world of marketing, relying solely on quick and inexpensive digital messaging is tempting. However, a strategic and diversified approach becomes crucial as the battle for consumer attention intensifies. Direct mail marketing emerges as a powerful tool for mid-sized businesses looking to break through the digital din and make a lasting impression. Use the below elements to help you stand apart by leveraging the physical impact of direct mail. 

Start with a Balanced Strategy 

 In an era dominated by digital solutions, the risk of digital burnout is real. While technologies such as analytics, machine learning, and artificial intelligence offer valuable insights, a complete strategy must include both physical and digital components. Direct mail provides a tangible touchpoint that can help engage customers in a meaningful way. 

Add Physical Touchpoints to Digital Plays 

 By blending personalized digital messaging with physical touchpoints, it really is possible to stand out in today’s crowded marketplace. For instance, Every Door Direct Mail (EDDM) allows businesses to saturate a Zip Code or neighborhood with targeted messages. Catalogs—those used by realtors, for instance—serve as high-touch marketing pieces that leave a lasting impact. 

Direct Mail’s Synergistic Power 

A recent Printing for Less/Forrester Research report, Hybrid Experiences Bring Direct Mail Into The Digital Age, highlights the effectiveness of direct mail when combined with digital messaging. The synergy between the two creates a holistic customer experience, improving engagement and guiding customers along the path to a sale. By strategically applying direct mail at different points in the customer lifecycle, businesses of all sizes can maximize its impact and deliver results. 

Integrating Direct Mail into Omnichannel Marketing 

 Direct mail, when integrated into a hybrid marketing strategy, pays significant dividends. Postcards, brochures, and samples, while slightly costlier than digital methods, provide tangible value. A strategic and sustainable approach involves adopting a sophisticated understanding of customer behavior and preferences, leading to increased customer satisfaction and a competitive advantage in today’s attention economy. 

In sum, mid-sized businesses can create a competitive advantage by embracing a comprehensive direct mail strategy. At a time when companies are leaning in more and more on digital engagement, direct –mail will help you stand apart.  

Interested in direct mail for your business?

Today’s digital age has changed the way we interact with many different everyday things. Take, say, simple boxes. The fact is, “unboxing”—that is, the act of taking stuff out of a box—has evolved into a sensational social media trend that captivates millions. Every rip, fold, tear, and reveal turns gift-box reception into an art form.  

Because of this “fame,” packaging now plays an aesthetic, and not just a functional, role. As online personalities unwrap their latest acquisitions for the world to gaze in awe at, the importance of packaging is greater than ever.

Is the Unboxing Trend Out-Of-The-Box Thinking?

For those not in the know, the unboxing trend took root across social media in the 2010s and has since become a mainstay of influencer content on platforms such as TikTok and YouTube. Here’s one example.

Unboxing began as niche YouTube videos by tech enthusiasts revealing the content of boxes containing their latest gadgets. However, it soon expanded to encompass virtually every product category. Viewers became enamored with the unveiling of all kinds of products, from luxury items to everyday purchases.

As the video-based platforms rose in prominence, unboxing evolved, harnessing short-form video dynamics, and reshaping how consumers interact with and perceive brands. Now, brands that can send products to influencers will often do so with these dynamics in mind.

Why is Packaging Important to Branding?

Can a box just be a box? Sure, and perhaps simplicity is really what most recipients care about. But that doesn’t mean packaging should be boring. Adding unique flavor to your products’ packaging can tell your customers a lot about your brand.

Unique packaging plays a pivotal role in branding for several reasons:

• Differentiation: In a saturated market, distinct packaging sets a product apart from those from competitors, allowing it to be easily recognized and remembered by consumers.
• Emotional Connection: Packaging that resonates with a consumer’s values, aesthetics, or emotions can create a deeper bond between the brand and its audience.
• Perceived Value: Premium or thoughtful packaging can elevate the perceived value of a product, justifying higher price points and fostering loyalty.
• Brand Storytelling: Packaging can convey a brand’s story and values, offering more than just a physical product; it can be an experience.
• Tangible Touchpoint: In an era of digital marketing, packaging remains an authentic point of contact, a physical piece of marketing that doesn’t add to a person’s digital clutter.
• Environmental Stewardship: Eco-friendly packaging not only reduces environmental impact but also positions a brand as responsible and forward-thinking, appealing to environmentally conscious consumers.

In essence, unique packaging acts as a brand’s silent ambassador. It can make a lasting impression and further the likelihood of repeat buyers.

10 Ways to Make Your Packaging Unique

Printing for Less understands the importance of branding. That’s why, when it comes to packaging, our goal is to always create a memorable experience for your brand. Whether consulting on logo placement or sustainable packing materials, our experts are here to help.

Here are points we encourage all our clients to consider . . . because you never know when your product could be the next star of a viral unboxing clip.

1) Packaging Personalization

Use the consumer’s name or a personal message. Personal touches can make the unboxing feel special and tailored to the individual, increasing the likelihood they’ll want to share the experience.

2) Interactive Package Elements

Incorporate features such as pull tabs, pop-ups, or even puzzles. When there’s a fun or unexpected interactive component, consumers are more inclined to film their reactions.

A new way to accomplish this in a unique fashion would be to include a video card. A post card with a QR code could lead the recipient to a video page that introduces them to their new product or even gives them a discount code for their next purchase.

3) Innovative Materials

Utilize eco-friendly, textured, or unconventional materials that feel different and emphasize sustainability or luxury.

It may sound simple, but even including some brightly colored crinkle paper as stuffing can go a long way.

4) Layered Unveiling

Design packaging with multiple layers or compartments to prolong the unveiling process and heighten anticipation.

5) Incorporate AR/QR Codes

As noted above, embedding Augmented Reality (AR) or QR codes that link to exclusive content can offer an added layer of interactive experience.

6) Surprise, Surprise!

Add unexpected gifts, samples, or branded merchandise inside, turning the unboxing into a treasure hunt.

7) Artistic Collaboration

Whether you subscribe or not, just about every vertical has influencers, and they live up to their name. So, partner with artists or designers to create limited-edition packaging, making the box itself a collectible item. Getting reposted by a vertical-specific star or by a designer you’ve partnered with for the design itself, could lead to some major boosts in awareness metrics.

8) Sensory Appeal

When appropriate, incorporate scents, tactile contrasts (i.e., soft vs. rugged textures), or even sound elements to stimulate multiple senses during the unboxing. Also remember that the box itself is the first thing everyone sees, so don’t shy away from giving it an eye-catching design.

9) Story Inserts

Include short narratives, comics, or anecdotes about the product or brand to give consumers a story to share. Words and stories are often a more affordable commodity (compared with video or elaborate gifts) that will still give your brand some life. Even on a budget, you can take the time to create content that will lead to a powerful moment for a consumer to share with your brand.

10) Thematic Consistency

Timing is key. Ensure that the packaging aligns with current marketing campaigns, holidays, or cultural events, making the unboxing timely and relevant. Sending an expired coupon code or outdated messaging could give customers the opposite of a positive experience.

Don’t Overlook Packaging

By focusing on creating an experience with their packaging, companies can do much to spark customer interest. Not every unboxing is going to go viral, but if designing a memorable package means you convince a portion of your audience to make another purchase or be loyal to your brand, isn’t that worth it?