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The Little Tale of Sister’s Irish Soda Bread

By the Printing for Less Team

For that past couple of years, our parent company P F L, has published this blog about Irish Soda Bread—and the secret and venerable recipe for it—on its site. It has become a reader favorite. If you’re thinking, “What does this have to do with printing and direct mail?” the answer is: “Nothing.” We just want you to enjoy the story and make the bread—something special to eat with your St. Patrick’s Day dinner, whether you’re Irish not. It really is the best. As is Printing for Less.


“Sister” Gilbride was the cook/baker in my family. She was my great aunt—real name, Catherine—and her Irish soda bread recipe is one I’ve been using for many, many years. [“Sister” was just one of the nicknames my mother’s family was riddled with: Sister, Baby—Sister’s and my grandfather Frankie’s sister, ergo, another great aunt), Sugar (my mother), Charlie the King, Cibby, Mamie, and probably more I never heard of. For the sake of comparison, my father’s side of the family tended to me more uppity—what were called “lace curtain Irish”—where names such as Cyril (my father) and Anastasia (his sister), were as whimsical as they got.]

But this is all about Irish soda bread. Have you ever had it? If so, was it a puny cellophane-wrapped yellowish loaf tied with a Kelly-Green ribbon and dusted with powdered sugar? I thought so. Pretty lame, right? Well, Sister would have none of that, for, every year, she would make three or four or five loaves of what she considered to be the real deal. I have no knowledge of her recipe’s provenance. It was simply the only—and the best—Irish soda bread I ever had, and the only one I will eat. I, too, now make multiple loaves every year for all who want one.

Wash down with pots of tea

As it turns out, the history of soda bread is more interesting than one would imagine for a food that has barely a handful of ingredients. “This simple Irish classic is a staple in many households, used to mop up hearty stews and wash down pots of tea,” writes a site called Trafalgar. “It’s also a symbol of celebration, baked in droves in the lead up to Saint Patrick’s Day. . . . While soda bread is most famously attributed to Ireland, it was actually first created by Native Americans. They were the first to be documented using pearl ash, a natural form of soda formed from the ashes of wood, to leaven their bread without yeast. The Irish later discovered and replicated the process.”

So, for all we know, local Montana tribes could have been making some form of soda bread for hundreds of years before the Irish.

There are, however, some controversies surrounding this staple. For one, the shape of bread is also steeped in tradition. Trafalgar again: “The Northern regions of Ireland divide their dough into four triangular shapes, with each triangle cooked on a flat griddle. The Southern Irish regions bake their loaves in a classic round fashion and cut a cross on top of the bread. This was done for superstitious reasons, as families believed a cross on top of the bread would let the fairies out or ward off evil and protect the household.” Since my people are, as best I can determine, from the south—County Mayo area—Sister’s bread recipe is the classic round with the cross cut in the top. Fairies optional.

Leave the eggs out

Another matter of contention is, what else goes into the bread? First, if there is an egg in your recipe, it is NOT traditional soda bread. Let that be on your head if you make one with egg. Beyond that, according to Trafalgar again: “While the basic ingredients have remained the same, many Irish families add their own extras like raisins, caraway seeds and honey. No two soda breads are ever the same, and you’ll find all sorts in bakeries.”

For Sister’s recipe, the only options are raisins or caraway seeds, or both. That’s it. The resulting bread is hard on the outside, firm yet soft on the inside, and receptive to as much butter as you care to slather on it.

Here is Sister’s recipe. I have been making it for decades, and, if their ability to eat it is any indication, my kids and their kids will be making it long after I am gone—the way I am long after Sister. Please try it. It will make your St. Patrick’s day special. . .and it will make Sister happy. As the Irish say: Ithe go maith! Eat well.

Sister’s Irish Soda Bread

Ingredients:

  • 4 cups all-purpose flour
  • 1 tsp salt
  • 1 ½ tsp baking soda
  • ½ cup sugar
  • 2 tsps baking powder
  • ½ cup Crisco
  • 1 cup (plus more as needed) buttermilk
  • Raisins and/or caraway seeds to taste

Steps:

  1. Preheat oven to 325 degrees.
  2. Sift together flour, baking soda, baking powder, salt, and sugar.
  3. Cut in Crisco and mix (hands work best here).
  4. Add raisins and/or caraway seeds to taste.
  5. Add buttermilk and mix into a biscuit-like dough. Add more buttermilk by the tablespoon as needed.
  6. Knead for a few minutes, then shape into an oval loaf. Cut a cross in the top.
  7. Bake for 1 hour on an ungreased pan at 325 degrees

Top 10 Direct Mail Basics for Businesses of All Sizes

Top 10 Direct Mail Basics for Businesses of All Sizes

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?

Contact Us

In the Spring, Small Biz Fancy Lightly Turns to Thoughts Of…. Flat Mailers?

In the Spring, Small Biz Fancy Lightly Turns to Thoughts Of. . . . Flat Mailers? 

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. 

Why ‘Flat Mailers’ Matter 

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.  

Use Eye-Catching Design

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. 

Contact Our Team Today!

Unlocking the Power of Direct Mail: Choosing Between Traditional and Every Door Direct Mail 

Unlocking the Power of Direct Mail: Choosing Between Traditional and Every Door Direct Mail 

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?

Contact Our Team Today!

Maximizing Impact: A Quick Guide to Direct Mail Marketing for Mid-Sized Businesses

Maximizing Impact: A Quick Guide to Direct Mail Marketing for Mid-Sized Businesses

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?

Contact Our Team Today!

When I Wish Upon a . . . Catalog?

2023 Holiday Lookbook

By Tim Moran, VP Brand, Printing for Less

Holiday catalogs are a venerable marketing tradition. In fact, there has been much written about the subject over the years, including this recent article from Nuvo magazine: The Nostalgia and Romanticism of the Holiday Catalogue.

The author, Kristy Archibald, has this to say:

“For many of us, it’s hard to imagine a world without online shopping and speedy deliveries right to our doorsteps…. But the concept of long-distance shopping goes back to the time of the early railroads. Mail-order catalogues were theway to shop from home for more than a century…. Kids would live for the arrival of [these] magazines every year to see what new toys and clothing styles were available and spend hours perusing and highlighting items for their holiday wish list—a tangible version of Pinterest and IG shopping.”

There is so much interest in this history that there’s even a web site called “WishBookWeb.com.” (Please note: Since these examples are all from a time in the distant past, most are referred to as “Christmas” catalogs. Out effort here it to be historically accurate, not non-inclusive.) 

Sears and Lord & Taylor

The first two of note go back 80 years or to—the 1937 Sears Christmas Book and the 1941 Lord & Taylor Christmas Catalog. The compendium ends with the 1996 JC Penney Christmas Catalog. (It is no coincidence that, following the first secure Internet transactions, 1995 is often considered the first year the web became commercialized.) During the intervening years, we are shown examples of holiday catalogs from Spiegel, Wards, and FAO Schwarz—all major retail players, especially during the holidays, for decades.

Persons of a certain age, such as your author, will undoubtedly remember the excitement surrounding the arrival of the Sears catalog, my personal favorite. 

The 1964 Sears Christmas Catalogue cover and two interior pages. (Images courtesy WishbookWeb.com.)

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My plan every year was very similar to the author’s description above: I would get my hands on the Sears beast (it was thick) as soon as it arrived, grab a Magic Marker (a Sharpie today), and hunker down in my room to do some serious research. I would shoot right to the “Toy” section and begin circling and dog-earring important items and pages—important meaning things I wanted. I’m not sure if it ever made any difference in terms of my present-getting, but it sure was fun. And, most important, it meant the holidays had finally begun.

The holidays have begun

The appearance of the Printing for Less “2023 Holiday Lookbook” means the holidays have begun for you and your brand, too. Printing for Less celebrates giving gifts that do more, and we invite you to join us in that celebration! This carefully curated catalog is chock full of ideas that will make your holiday giving the best ever.

We are especially proud to offer products from forward-thinking brands that give-back socially and environmentally. These are products that you can feel good about sending for the holidays. Printing for Less believes that sustainable and eco-friendly products that are better for the planet.

Peeking at the presents

Since you might not quite be ready to sit by the fire and digitally dog-ear our catalog, it might be fun to give you a peek into just what we have available for you and your customers and prospects from inexpensive ($) to VIP ($$$$). 

‍LovePop Card‍

On the simple side ($) is this pop-up holiday card and envelope. This personalized card is die cut for easy removal from card sleeve. 

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Hot Chocolate & Candy Cane Card‍

This personalized 6″ x 9″ Trifold Card ($) comes with Ghirardelli Double-Chocolate Hot Cocoa Mix and a Crushed Candy Cane Sprinkle packet. 

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Renew rPETPackable Shopper Kit‍

This modern everyday packable shopper bag ($$) is produced with recycled fabric made from plastic bottles. 

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Baby Yoda Bluetooth Speaker‍

Stream your favorite music from any Bluetooth-enabled device ($$$) that wirelessly streams within a 30-foot range. It features a built-in rechargeable battery and comes with charging cable.

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Fellow Kettle & Joey Mugs‍

Fellow-brand CorvoEKG Pro Electric Kettle ($$$$$) comes with two 8 oz. Joey Double-Wall Ceramic Mugs with laser engraving.

And that is barely a sliver of what this catalog has to offer. From prospects, employees, and partners, to customers and VIPs, you’ll find something in our “Holiday Lookbook” that will please everyone on your list.

We think you’ll agree that these truly remarkable gifts will spark joy in all!‍

Spread the cheer

Now, down to business. If you want to spread all this cheer you have to start early. We recommend placing your holiday orders with Printing for Less in October—October 18 is ideal to avoid shipping delays and inventory shortages. Just as can happen in the brick-and-mortar world, our shelves are often empty come December, too. So download our Holiday Lookbook now and start the giving today.

Finally, we cannot overstate how important it is to be authentic. Printing for Less makes it easy to automatically customize each piece of mail. Use your CRM and MAP data to personalize every gift to create a unique one-of-a-kind moment. And if you don’t have the technology, we have other ways to help you with your holiday direct mail.

By reading this you are already well on you way to making this the best holiday season ever. Let Printing for Less take you the all the way.

Contact Our Team Today!

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