Blog

By The P F L and Printing for Less Teams

In recent years, consumer awareness and concern about climate change have grown significantly. While not yet the norm, it has led to a shift in purchasing behaviors and expectations about companies. This trend is reshaping the business landscape, with carbon offsetting emerging as a key factor in consumer decision-making.  

According to PwC’s 2024 Voice of the Consumer Survey, an overwhelming 85 percent of consumers are experiencing the disruptive effects of climate change in their daily lives. This firsthand experience has translated into a willingness to pay more for sustainably produced or sourced goods. The survey found that consumers are prepared to spend an average of 9.7 percent extra on such products, even in the face of cost-of-living concerns and inflationary pressures.

In our recent e-book, Direct Mail 2025: Emerging Trends and Strategies, we noted that studies show that the carbon footprint of email and digital advertising can sometimes exceed that of direct mail when factors such as data center energy use are considered. This awareness is leading to a more balanced approach to marketing channel selection. In fact, according to a report by Pitney Bowes, 67 percent of consumers say they’re more likely to do business with companies that offer carbon-neutral shipping options. 

This sentiment is further supported by Bain & Company’s 2023 Consumer Lab ESG Survey, which revealed that 64 percent of global consumers report high levels of concern about sustainability. These consumers are willing to pay an average premium of 12 percent for products with reduced environmental impact. Those with the highest levels of concern are even prepared to pay more, depending on the specific product.

The impact of this shift in consumer behavior is already visible in the market. Sustainable products accounted for 17.3 percent of purchases in the United States in 2022, according to Circana and the New York University Stern Center for Sustainable Business. These products have experienced a five-year compound annual growth rate of 9.48 percent, nearly double that of conventionally marketed products.

As consumers become more environmentally conscious, they are increasingly critical of companies that don’t take climate change seriously. By contributing to carbon offset projects, companies can signal to consumers and investors that they’re committed to combating climate change beyond mere lip service. This corporate social responsibility benefit often outweighs the actual cost of the offset, making it an attractive option for businesses looking to appeal to eco-conscious consumers.

The direct mail industry has been particularly proactive in addressing environmental concerns. According to the Direct Marketing Association’s 2023 Environmental Report, companies implementing sustainable direct mail practices, such as using recycled paper and carbon-neutral shipping, have seen response rates increase by up to 23% compared to traditional campaigns. This suggests that environmentally conscious messaging not only appeals to consumers’ values but also drives better business outcomes.

Strategic Choices for Direct Mail

Direct mail’s environmental impact can be effectively managed through strategic choices. For instance, the Forest Stewardship Council reports that 95 percent of direct mail paper in North America now comes from certified sustainable sources. When combined with carbon offset programs, this makes direct mail a viable option for environmentally conscious marketers.

Companies such as P F L/Printing for Less are leading the way by reusing, recycling, and reducing dependency on non-renewable reserves. This is the best action we can take to help maintain our environment’s precious resources. Our Livingston, Montana, facility is wind-powered, keeping its carbon footprint low. We aim to do everything as eco-friendly as possible, as we continue to lead the printing industry in green practices.  

For instance, P F L and Printing for Less are part of the PrintReleaf Exchange [PRX], a software platform that empowers businesses to sustain and grow the global forestry system…one print job at a time. Through integrations with software applications, PrintReleaf measures our customers’ paper consumption. Customers then select where to reforest their consumption through a network of PrintReleaf Certified Global Reforestation Projects. Since 2022, we have offset 3,305,389 pounds of paper reforested 39,769 trees.

The fact is, the integration of digital and physical marketing channels presents unique opportunities for sustainability. By using data analytics to improve targeting accuracy, companies can reduce waste while maintaining the high engagement rates associated with direct mail. The United States Postal Service’s 2023 Household Diary Study found that 41 percent of consumers read or scan direct mail from companies that promote their environmental initiatives, compared with 32 percent for those that don’t.  

Effective Communication is Key

For marketers, this shift in consumer consciousness presents both challenges and opportunities. The key lies in understanding how to effectively communicate sustainability efforts while maintaining marketing effectiveness. Here are several strategies that successful companies are implementing:

1. Design with Sustainability in Mind: Smart design choices can significantly reduce environmental impact while maintaining marketing effectiveness. Consider using standard sizes to minimize paper waste; designing pieces that serve multiple purposes (e.g., a mailer that becomes a display piece); incorporating QR codes to bridge physical mail with digital content, reducing the need for additional printed materials; choosing lighter weight papers when possible to reduce shipping emissions.  
2. Optimize Mailing Lists and Targeting: Better targeting not only improves campaign performance but also reduces waste. You should regularly clean and update mailing lists to eliminate duplicates and incorrect addresses and use predictive analytics to identify the most receptive audiences. Implement multi-channel tracking to understand which customers prefer digital vs. physical communications is also a good idea. Finally consider geographic clustering to optimize delivery routes and reduce transportation emissions (the USPS’s “Every Door Direct Mail”—EDDM—service).

3. Choose Sustainable Materials: Material selection can significantly impact a campaign’s environmental footprint. Here are some ideas: Use papers certified by the Forest Stewardship Council (FSC); select inks that are vegetable-based or low-VOC; opt for biodegradable packaging materials; consider papers with high post-consumer recycled content.  
4. Partner with Environmentally Conscious Vendors: The right partnerships can enhance sustainability efforts. It’s always good to work with printers who use renewable energy. Choose mail houses that participate in carbon offset programs and partner with logistics providers who optimize delivery routes. Finally, select vendors who can provide environmental impact reports.
5. Measure and Communicate Impact: Transparency about environmental efforts resonates with consumers, so, it’s wise to: Track and report the carbon footprint of campaigns; share sustainability metrics with customers; highlight environmental certifications; communicate the full lifecycle impact of marketing materials.
6. Leverage Technology for Efficiency: Modern technology can enhance sustainability efforts: Use variable data printing to personalize content; implement intelligent mail barcodes for better delivery tracking. Try to utilize automation to reduce energy consumption in production and employ digital workflows to minimize paper usage in planning and proofing stages.

Looking Ahead

The future of sustainable marketing represents a fundamental shift in how businesses operate and communicate with the world. As sustainability metrics become increasingly standardized alongside traditional KPIs, companies must adapt their strategies to integrate environmental responsibility across all channels and operations. This evolution goes beyond mere reporting—it requires authentic commitment to sustainable practices, transparent communication of environmental impacts, and innovative solutions that balance business growth with ecological responsibility.

With consumers increasingly willing to pay premiums for sustainable products and actively seeking out environmentally responsible companies, organizations that proactively embrace these changes now will gain significant advantages: deeper customer relationships built on shared environmental values, improved operational efficiencies through sustainable practices, and stronger resilience against future regulatory changes.  

As digital technologies advance and sustainability reporting becomes more sophisticated, successful companies will be those that can effectively demonstrate their environmental impact across all channels.

Direct mail is transforming to meet these expectations, evolving from a traditional marketing tool into a showcase for sustainable practices. Through the use of recycled materials, eco-friendly inks, and carbon-neutral delivery options, direct mail campaigns can now physically demonstrate a company’s environmental commitment—turning each piece into tangible proof of sustainable practices.

This evolution of direct mail—combined with its proven effectiveness in reaching and engaging audiences—will become increasingly valuable in a market where environmental consciousness drives purchasing decisions.  

By The Printing for Less Team

The United States Postal Service’s (USPS) “2025 Mailing Promotions” offer innovative ways to make your mail campaigns stand out while providing significant discounts. These promotions encourage marketers to explore advanced technologies, unique mail piece enhancements, and sustainable practices to maximize engagement and ROI. Here’s a look at some of the key promotions for 2025 and how you can tap into them for your marketing success.

Key USPS Promotions for 2025

1. Integrated Technology (3% Discount)

Despite that we are clearly in the midst of a decidedly digital age, connecting physical mail with cutting-edge technologies can create exciting, interactive experiences for your audience. The Integrated Technology Promotion encourages mailers to boost brand awareness, showcase product features, and engage customers in novel ways. By incorporating technologies such as Augmented Reality (AR), Voice Assistant Integration, Near Field Communications (NFC), and Artificial Intelligence, you can transform your mail pieces into dynamic, multi-dimensional marketing tools.

This promotion runs from July 1 to December 31, 2025, and is eligible for First-Class Mail® letters, cards, and flats, as well as USPS Marketing Mail® letters and flats, including nonprofit mailings.

2. Tactile, Sensory, & Interactive (4% Discount)

Engaging your audience’s senses can create memorable experiences that leave a lasting impression. The Tactile, Sensory, & Interactive (TSI) Promotion leverages technological advances to encourage sensory engagement with physical mail pieces. By utilizing features such as metallic ink, reactive inks, textures, and scent marketing, you can enhance how consumers interact with your mail.

This promotion runs from February 1 to July 31, 2025, and applies to USPS Marketing Mail® letters and flats, Nonprofit USPS Marketing Mail® letters and flats, and First-Class Mail® letters, cards and flats.

3. Continuous Contact (3% Discount)

Building lasting relationships with customers often requires multiple touchpoints. The Continuous Contact Promotion rewards marketers for creating cohesive, iterative mailing series. By planning targeted, multi-touch campaigns, you can increase customer engagement and conversion rates. The promotion applies to each mailing following the first, provided that the content is iterative or complementary, not duplicative.

Running from April 1 to December 31, 2025, this promotion is eligible for USPS Marketing Mail® letters and flats, including nonprofit mailings.

4. Reply Mail IMbA (3% or 6% Discount)

Streamlining your Qualified Business Reply Mail (QBRM) process can lead to improved efficiency and visibility. The Reply Mail IMbA Promotion encourages the use of Intelligent Mail® Barcode Accounting (IMbA ) for QBRM pieces. Participants can save 3% with a static barcode or 6% with a serialized barcode, offering enhanced automation and visibility for their reply mail.

This promotion runs from July 1 to December 31, 2025, and is specifically for Qualified Business Reply Mail (QBRM) letters and cards.

5. First-Class Mail® Advertising (3% Discount)

Maximizing the impact of your First-Class Mail by incorporating marketing messages and advertisements can yield significant benefits. This promotion encourages creative use of First-Class mail pieces for promotional purposes, allowing you to seamlessly integrate marketing messages onto non-traditional materials or create standalone advertisements.

Running from September 1 to December 31, 2025, this promotion applies to First-Class Mail® letters, cards, and flats.

Add-On Discounts: Boost Your Savings

To further increase your promotional discounts, USPS offers two valuable add-ons:

Informed Delivery® (1% Discount)

Extend your mail’s reach with digital previews and interactive campaigns. Informed Delivery® boasts over 62 million users and an impressive 63% email open rate, offering a powerful opportunity to enhance your marketing efforts. By creating an “interactive campaign,” you can reach your target audience through a digital channel, integrating colorful and interactive elements that enhance and extend the mail moment for consumers.

Sustainability (1% Discount)

Demonstrate your commitment to environmental responsibility by using paper from certifiable, responsible sources. This add-on discount allows you to showcase your dedication to sustainable practices while benefiting from additional savings.  

Both add-on discounts run for the entire year, from January 1 to December 31, 2025, and can be applied to various mail types, including First-Class Mail® and USPS Marketing Mail®.

How to Participate in USPS Mailing Promotions

Participating in these promotions is straightforward. Start by planning your campaign with the help of a mailing expert. When you’re ready, begin the promotion pre-approval process at the USPS Business Customer Gateway. For detailed sign-up instructions, refer to the Guide to the Mailing Promotions Portal.

By taking advantage of these USPS promotions, you can create mail pieces that engage, inspire, and convert—all while saving on postage. Start planning your 2025 campaigns today and unlock the full potential of direct mail. Contact a mailing specialist to explore how these promotions can benefit your marketing strategy and boost your ROI.

By Amber Sikkink
Director of Merchandising and Creative Services, P F L

Building meaningful connections with your audience is more critical—and harder—than ever in today’s world of digital overload. Enter direct mail—a powerful tool that creates physical and personal experiences unmatched by any digital channels. Printing for Less/P F L’s “2025 Direct Mail Product Guide” is here to equip you with the strategies, tools, and formats you need to take your campaigns to the next level. Whether you’re a seasoned marketer or just beginning to explore direct mail, this guide offers invaluable insights for boosting engagement and driving results.

Direct Mail Best Practices

Creating direct mail campaigns that have an impact starts with understanding your audience and crafting messages that resonate. Here are the key practices highlighted in the guide:

• Know Your Audience: Use data to segment your audience and craft messages that address their unique needs and preferences.
• Incorporate a Multi-Channel Approach: Pair your direct mail with digital elements, such as personalized URLs or QR codes to create a seamless experience.
• Test and Optimize: Experiment with design, messaging, and frequency to identify what drives the best engagement.
• Include Strong Calls-to-Action (CTAs): Encourage immediate action with clear and compelling instructions.

By adopting these strategies, you can turn your direct mail into a high-performance channel that stands out in a crowded marketplace.

2025 Direct Mail Trends Forecast

The guide identifies several key trends shaping the future of direct mail:

1. Hyper-Personalization: Tailoring messages to individual preferences and behaviors is a must in 2025.
2. Interactive Elements: Features such as video, peel-and-reveal designs, or textured mailers are capturing attention and boosting engagement.
3. Sustainability: Eco-friendly practices, including recyclable materials and minimal packaging, are now standard expectations from customers.
4. Triggered Campaigns: Automated mailers based on customer behavior—such as abandoned cart reminders or follow-up offers—ensure timely and relevant outreach.

Staying ahead of these trends will keep your campaigns innovative and effective.

The Power of Personalization

Personalization is the cornerstone of successful direct mail campaigns. In 2025, generic messaging is no longer enough—your audience expects content that feels uniquely crafted for them. Here’s why it matters:

1. Boosted Response Rates: Personalization increases response rates by up to 50 percent, making it one of the most effective tools in marketing.
2. Deeper Connections: Tailored messaging demonstrates that you value your audience, fostering trust and loyalty.
3. Improved ROI: When recipients feel seen and understood, engagement and conversion rates soar.

What Can Be Personalized?

With tools such as variable data printing (VDP), almost every element of your direct mail can be customized:

• Names and Salutations: Address recipients by name for a personal touch.
• Dynamic Messaging: Reference specific purchases or preferences to make messages feel relevant.
• Tailored Offers: Provide personalized promotions based on buying history or location.
• Custom Imagery: Use visuals that resonate with the recipient’s demographic or interests.
• Interactive QR Codes: Drive recipients to personalized landing pages or exclusive offers.

By combining data insights with VDP technology, you can create mail that resonates deeply with your audience.

Top Formats for Maximum Impact

The guide explores versatile formats tailored to different campaign goals:

• Postcards: Best for bold, attention-grabbing designs with vibrant visuals and clear CTAs.
• Greeting Cards: Ideal for delivering heartfelt messages and fostering deeper connections with customers or employees.
• Catalogs and Booklets: Perfect for showcasing your products or services in a professional and visually appealing way.
• Snap Packs: Achieve open rates as high as 95% with these professional, secure mailers for critical communications.

Each format is designed to align with specific business objectives, from driving conversions to nurturing loyalty.

Mailing Class Simplified

Navigating USPS mailing classes can feel overwhelming, but the guide simplifies it:

• First-Class Mail and First-Class Presort Mail: Ideal for fast, secure delivery of time-sensitive correspondence or HIPAA-compliant mailings.
• Every Door Direct Mail (EDDM): Perfect for reaching entire neighborhoods without the need for a mailing list—great for localized campaigns.
• Marketing Mail: A cost-effective solution for high-volume campaigns, though with a longer delivery timeline.

Choosing the right mailing class ensures your message is delivered efficiently, stays within budget, and meets HIPAA requirements if applicable.

Conclusion

Direct mail remains a vital component of any marketing strategy, and P F L’s “2025 Direct Mail Product Guide” is your ultimate resource for mastering it. With insights into emerging trends, actionable best practices, and innovative formats, this guide empowers you to create campaigns that stand out and deliver measurable results.

Whether you’re aiming to boost engagement, drive conversions, or build lasting connections, direct mail offers endless possibilities. Ready to transform your marketing efforts? Download P F L’s 2025 Direct Mail Product Guide and discover how to harness the power of direct mail today!

Download your copy of the P F L/Printing for Less “2025 Direct Mail Product Guide” today.

By The Printing for Less Team

Omnichannel marketing has clearly become an essential approach to prospect and customer marketing programs, and direct mail is a key tactic within those programs. While digital channels are still important, the impact of traditional marketing methods should not be underestimated. What’s become clear, however, is that combining physical and digital marketing can yield remarkable greater-than-the-sum-of-the-parts results. In fact, according to a recent study by the United States Postal Service, marketers can see a 40 percent conversion rate when they pair physical mail and digital tactics.

Further, omnichannel methods also have a big impact on retention. Businesses that adopt omnichannel strategies achieve 91 percent greater year-over-year customer retention rates compared with businesses that don’t. But, of course, to maximize omnichannel impact, you must make sure messaging is consistent. Ninety percent of customers expect consistent interactions across all channels, meaning that brand message, tone, and offerings must be uniform across your website, social media, and direct mail.

To further explore this topic, Jennifer Bellin, Chief Marketing Officer at Printing for Less, recently hosted a virtual discussion on how to engage customers at every stage of the customer journey. Bellin sat down with Kristin James, Director of Engagement Marketing at Rx Savings (RxSS) Solutions, who has been partnering with Printing for Less on direct mail programs for more than three years. She has been with Rx Savings Solutions for more than five years and has nearly 20 years of experience in the healthcare space. RxSS helps employers, health plans and members reduce prescription drug costs through a combination of clinical technology, member engagement, and concierge support.

Jennifer Bellin: Welcome, Kristin.

Kristin James: Thank you, Jennifer. I’m really excited to be here.

JB: Could you start off by telling us a little bit about how you got started with direct mail?

KJ: Sure. I love the slide about omnichannel success. Over the course of my 20 years in marketing—and specifically in healthcare marketing—direct mail has always been questioned: Is it the right channel? Is it a dying channel? While consensus has ebbed and flowed over that time, I have always seen the impact it can have and the power it can bring when you pair it up with other channels, digital and so forth.

And from our perspective here at RX Savings Solutions, we use direct mail as part of an omnichannel approach when we are trying to proactively reach out to members, our consumers, our customers, to ensure that they are aware of savings opportunities on any of their prescription medications, etc. So, we find great value in pairing direct mail with our digital-first approach.

JB: What are some of your goals and what are some of the campaigns you’re running to achieve those goals?

KJ: We’re constantly looking at goal setting and understanding what success looks like. Part of that is to drive engagement strategies to get our members and customers to become more engaged with Rx Savings Solutions. So, for direct mail, we look at a spectrum. We’re looking at, not only driving awareness to help build the member funnel, but also at how they’re becoming familiar with Rx Savings Solutions in conjunction with our client’s brand, which is the conversion part. Depending on the different types of campaigns or tactics we’re running, we are going to be looking at it differently. How we’re tracking and measuring that success and looking at how we’re able to bridge together and track behavior change. Because we are communicating directly to these members about opportunities to save on their prescriptions, we want to make sure our messaging is clear and that when tracking behavior changes, we’re seeing a lot of that conversion.

JB: It’s very helpful to see how you’re thinking about this. Now, let’s transition to the customer lifecycle model for just a moment. I’d love for Kristin to share how direct mail fits into her team’s omnichannel marketing approach.  

KJ: Sure. Here’s a quick example of a member journey. We call our customers our “members.” And as I said before, we always start with digital. So, if we find that we have a way to connect with a member on a digital site or through email, then that’s going to be our preferred choice to quickly get that messaging to the member. When an individual doesn’t respond to the emails we’re sending over, that’s when we turn to direct mail. Because even though we have that digital connection, there might be some other way to meet the member where they’re at. This is where we work with Printing for Less to automatically print, produce, and send over one of our ongoing savings notifications to the member.

 Once the member receives that mailer, we often see some conversion. We weren’t reaching them through email, but the direct mail effort got them to act. Maybe they register through our RxSS member portal, or maybe they call our pharmacy support, maybe they update their email when they actually activate their account. Then we can reach them again through the digital platform. But direct mail initiated that conversion. This is just one example of how we thoughtfully use direct mail in addition to other channels.

JB: Well, I really like your approach of sending email first because some people just want to engage digitally. But if they don’t engage, following up with that direct mail can ensure that your direct mail programs are very efficient, they’re cost-effective, and you’re only reaching the people who really want to be engaging with direct mail. Could you tell us a little something about your campaign toolkits?

KJ: Yes. We’ve found that a lot of times we need something to just drive that brand recognition and awareness of who Rx Savings Solutions is on top of their benefits platform in working with our clients. So, we created a few different types of campaigns to run, and we call them our “toolkit.” This way can select and identify what subset of a population is right to receive a direct mail piece, a postcard that highlights who Rx Savings Solutions is and what action they can take. Our goals here are slightly different than they are for some of the more actionable conversion tactics that we have for direct mail because we’re really trying to bring the member down the funnel.  

And we’re not just doing postcards—we’ve started venturing into the letter space for our campaigns as well. We have realized that, while postcards are great, our clients weren’t open to sending postcards to their members, so we decided to change our approach. We identified a way where we can still help build on that awareness but put it in a letter format. This allows us to have that same strategy, but with a slightly different tactic. We continue to evaluate this for driving awareness. Some of these campaign toolkit postcards or letters start to bridge into more of the conversion stage component, but it allows us to look at the whole spectrum and helps us be more strategic in how we’re reaching our members and supporting our clients.

JB: That’s so interesting. You’ve evolved the program from being focused mostly on postcards to focusing more on letters. Has that increased engagement?

KJ: We are still in the early days of looking at the results, but we have seen greater adoption by our clients who seem to be more willing to send out that kind of direct mail. I think that’s one of the benefits of trying different ways of reaching members and having those conversations with our clients. We’re always innovating and looking at the feedback we get from both clients and members to identify what new things we can do. Maybe it’s a trifold, maybe it’s a different type of creative element, but we are always open to investigating, especially when we’re talking about this type of approach to add to our campaign toolkits.

JB: Great. Now let’s take a look at something that’s in the consideration and conversion stages–the savings notification letter. Tell us about this one.

KJ: This is an always-on tactic for us. Once we have applicable data running through our system, we can  trigger the data via Printing for Less to get messaging to our members in a very quick fashion through direct mail letting them know about a savings opportunity. This is a little bit more complex. We have a lot more data pulled into this piece, and, again, it’s automated and always-on. It’s something that we know through our data points and our CRM that we are mapping out at the right time and making sure we’re getting that messaging to our member when applicable.

JB: Have you had any tweaks or “aha’s” with this campaign?

KJ: Yes, this is one that we continue to evaluate. We continue to hear feedback from members, and it’s through different survey mechanisms, whether it’s NPS scores, feedback directly from clients, or just confusion points. That’s where we continue to modify what the copy says, how we’re displaying it, pulling in different data attributes to allow us to be more prescriptive and ensuring that we’re helping drive success. And, over time, we continue to modify and update this template to ensure we’re reaching the member at the right time with the right message.

JB: I love hearing about the testing and learning. It’s so important, and some folks just don’t take the time to do it. What about the personalized savings report?

 KJ: Yes, this is our much more detailed mailer that we do with Printing for Less. A member might receive this one time a year. It’s very targeted, but it involves bringing a lot more data elements into the mailer, allowing us to be much more personalized in how we’re communicating through this direct mail channel. We’ve seen great success with it as we continue to really drive that member, again, down that funnel of awareness all the way through conversion. This is a great tool to help us give that member multiple ways to take action so we can measure success—both from, again, registering with Rx Savings Solutions, calling our pharmacy support, or even looking at all the information they have access to and taking action themselves.

JB: I’ve noticed on all of these different pieces, there are some pink boxes. Can you tell us a little bit about the personalized data that you’re leveraging?  

KJ: That is the data we house within our CRM.  Being able to work with Printing for Less to bring that in so we can tap those unique personalized attributes within the mailer is terrific. But when it gets to the member’s doorstep, they don’t see that pink. They see elements that are personalized to them, creating a more connected and personalized feel.

JB: Lots of great personalization in there. Now, while you’ve obviously had some great successes with direct mail, have you seen some mailers that maybe didn’t perform as you had hoped?

KJ: Great question. I would say that we learn from every mailer we produce, every type of tactic, but we might enhance upon it.  Continuing to modify, not necessarily from a success standpoint, but continuing to drive this channel in a successful way is what’s important. That way we get the adoption, and we can continue to deliver to members in the right form, so they react. We’re continuing to learn and continuing to modify our established direct mail pieces, and we grow from there. Even if something isn’t meeting our success goals, we just adjust our goals and we continue to learn.

JB: That’s a great segue into the importance of metrics. Obviously, there are many ways to measure the impact of your programs, no matter what part of the customer lifecycle you’re focused on, and it’s important to start with appropriate metrics. Goals and metrics really do help to determine the type of campaign to send, what your calls to action might be, the format, the messaging, and so on. And, of course, in the end, it helps you to know if your campaign was successful or not or what sort of tweaks you need to make. So, Kristin, how are you monitoring your direct mail performance and measuring impact?

KJ: I think the most important thing to do is ensure that we understand the goal we’re trying to accomplish. When we think about the spectrum of how and when we’re reaching those members and what messaging we’re serving to those members, it helps us establish what measurement we need to look at. When we talk about our awareness in bringing the member down the funnel versus conversion, we’re going to look at registration within our member portal, as well as call-in rate to our pharmacy support team or even our behavior change. We monitor all that.  

JB: Makes perfect sense. Let’s talk about direct mail maturity for a moment. Because Printing for Less is both a marketing technology company and a printing company, we have customers that are at all different stages of the maturity curve. We use this tool all the time with our customers to gauge their program’s maturity and help them move up from basic, occasional printing and maybe a little bit of mailing, all the way to Stage Five, where their programs are highly optimized and automated and personalized across their entire company and across the entire customer lifecycle. So, Kristin, could you share a little bit about some of your programs and where they are in the maturity curve and how you’ve progressed?

‍KJ: At RxSS, we really leaned into that digital-first approach to start, and then we realized that direct mail was a channel where we wanted to invest more time. We quickly worked to move from that one-off manual transactional side to creating integrated components and becoming more automated. This allowed us to have different ways to trigger when we felt a mailer needed to go out. This was in addition to reaching members through some of those other digital channels. We moved very swiftly and quickly to ensure we were able to utilize those data points to drive some of those more personalized communication in an automated fashion.

JB: What advice do you have for someone who is just starting to build this kind of program?

KJ: I love this question. The main answer is something I harped on earlier—you must really understand your goals. How do you want to see direct mail aligned with the other ways you’re communicating to your consumer? I think that’s so important because it will help you establish and understand and communicate to the different stakeholders that you have across your company. It will help everyone involved understand the value of direct mail in driving successful engagement.

JB: Stakeholders really can make or break the ability to continue any program, and I think that, sometimes, we marketers get a little siloed and we forget to communicate the success or tell the story.

KJ: Most definitely.

JB: So let me briefly summarize some of what we’ve heard today. First, we’ve seen how every part of the customer lifecycle can benefit from the addition of direct mail. Second, it’s important to get creative, and make tweaks along the way to continually improve your results. Third, goals and metrics are critical to your success, so definitely start with the end in mind. And, last, find a knowledgeable partner who can offer strategic advice and help you to scale your programs. We at Printing for Less, of course, can do all that for you and with you. We have experts and technology that will help you to simplify, personalize, drive engagement, and measure all of your direct mail programs at scale.

‍

Q&A with Jennifer Bellin and Kristin James

Q: How do you get buy-in from other departments or leadership for new campaigns?

JB: Engage the finance team immediately. Sit the team down and walk them through the strategy, what the funnel looks like, and how the campaigns are addressing the different parts of the funnel to generate revenue.

KJ: I agree with you wholeheartedly. The finance team is your number one advocate to ensure buy-in. Then continue to provide updates on the return on investment of how you’re using the budget dollars in the best way possible to drive results.

Q: What’s the best way to find the data you need to send mailers?

KJ: Because we work directly with our clients, we’re able to receive data to help us communicate. Within our CRM, we have all the data points available to help us get through that communication rather than renting lists.

JB: At Printing for Less, we generally leverage the data we already have. But when we’re reaching out to a brand-new audience, we do rent a list. We offer list rental to our customers, as well. We also offer USPS’s Every Door Direct Mail, which is great if you just want to send to a particular community.

KJ: We love data and anything we can do to personalize through the data we try to utilize. We’ll tap any applicable data that supports personalization and our goals.

Whether your nonprofit is planning a gala or a virtual fundraiser, effective marketing can be the difference between empty seats and a sold-out success. Nonprofits face distinct challenges in event marketing, including tight budgets and the need to connect with diverse audiences. These hurdles require creativity and a thoughtful approach to make every dollar and effort count.

For example, one often-overlooked but highly effective marketing strategy for nonprofits is leveraging direct mail. While digital marketing is popular in today’s landscape, traditional channels like direct mail remain a personal and tangible way to reach supporters, drive attendance, and amplify event results.

In this guide, we’ll explore the top do’s and don’ts of event marketing to help your nonprofit take attendance and engagement to the next level.

The Do’s of Nonprofit Event Marketing

Focusing on the right strategies can make all the difference when promoting an event. From understanding your audience to integrating direct mail into your outreach, these proven “do’s” will help you create a marketing plan that drives results and supports your mission.

Do: Know Your Audience

Before you can create compelling event marketing materials, you must first understand who you’re trying to reach. Nonprofits often have diverse supporters, from loyal donors to first-time attendees, so tailoring your message is key.

Using your supporter data, segment your audience by characteristics such as:

• Age
• Location
• Income
• Interests
• Engagement history

Also, consider each recipient’s preferred communication channels, such as email, social media, or direct mail, to increase the chances they will engage with your marketing content.

Do: Create a Multi-Channel Marketing Strategy

Since your audience members likely prefer communicating on varying platforms, a successful event marketing plan relies on integrating multiple channels to amplify your message. Combine email, social media, direct mail, and your website to reach your audience wherever they are.

Consistency is crucial—use the same visuals, messaging, and calls to action (CTAs) across platforms to create a cohesive campaign. For example, you might follow up a direct mail piece with an email reminder or reinforce your social media promotions with targeted ads. This multi-channel approach boosts awareness and encourages participation.

Do: Leverage Direct Mail Effectively

In an increasingly digital world, direct mail can cut through the noise and leave a lasting impression on potential attendees.

Create compelling mail pieces that clearly include the event’s:

• Purpose
• Date and time
• Location
• Featured speakers or activities

With a 3.7% response rate compared to 0.62% for all digital channels combined, direct mail can be a game-changer in driving attendance and engagement at your next event. Add QR codes to make it easy for recipients to register or donate.

Do: Follow Up Post-Event

Even after your nonprofit has wrapped up its event, there’s still more to be done. Thoughtful follow-up helps reinforce the impact of your event and keeps your nonprofit top-of-mind with attendees, setting the stage for continued engagement.

Start by thanking participants, donors, and volunteers through personalized messages, such as emails, cards, or phone calls. Share the event’s results, like funds raised or milestones achieved, to show the tangible impact of their support.

The Don’ts of Event Marketing for Nonprofits

While knowing what to do is essential, avoiding common event marketing pitfalls is equally important. Missteps like generic messaging or relying too heavily on digital channels can significantly impact your campaign’s effectiveness.

Avoid these “don’ts” to ensure your event marketing stays on track and prevent wasted resources, missed opportunities, and disengaged audiences.

Don’t: Forget to Personalize Your Outreach

Generic, one-size-fits-all messaging can make your audience feel undervalued and disconnected from your organization. Instead, personalize your outreach by:

• Addressing recipients by name
• Referencing past contributions or involvement
• Tailoring messages to specific audience segments

For example, long-time donors may respond better to impact-focused content, while first-time attendees might need more welcoming and informative messaging. Personalized outreach not only increases engagement but also builds trust and loyalty with your audience over time.

Don’t: Ignore Your Budget

Overlooking your budget can lead to overspending on low-impact strategies or failing to invest enough in critical marketing efforts. Start by creating a detailed budget that outlines all anticipated expenses, including digital ads, direct mail, and other event promotion materials. 

Take advantage of cost-saving options, like sponsorships, cross-promotion opportunities, or free digital tools. Allocating your resources wisely ensures you maximize return on investment (ROI) and focus your efforts where they’ll have the greatest impact, even with limited funds.

Don’t: Rely Solely on Digital Channels

While digital marketing is essential, depending solely on it can limit your reach and engagement. Many donors, especially those who are older or less tech-savvy, respond better to traditional methods like direct mail.

By combining digital channels with direct mail and print ads, you can create a more comprehensive marketing strategy. A balanced approach ensures no segment of your audience is left out.

Don’t: Neglect Volunteer and Staff Training

Volunteers and staff are often the face of your nonprofit during events, and their preparedness can significantly impact your success. Without proper training, they may struggle to engage attendees or effectively communicate your message. Provide clear guidance on their roles, from promoting the event to answering attendee questions.

Share an official brand guide they can reference when creating event marketing materials to keep your visuals and messaging consistent across platforms. Equip them with key talking points about your nonprofit’s mission and event details to help them feel confident in every interaction leading up to and during your event.

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Event marketing is your nonprofit’s gateway to deeper connections and greater impact. By focusing on key strategies—like understanding your audience, multi-channel outreach, and personal follow-ups—and avoiding common mistakes, you can turn every event into a powerful step forward for your mission.

By Laura Phillips
Director, Demand Generation,
Printing for Less

Just recently, we published a list of the Top 10 most-read blogs in 2024. You can read all about it here. But blogs aren’t the only kind of content we produce for you at P F L/Printing for Less. In fact, we have a Resource Center fully loaded with webinar replays, Idea Books, guides, even a Revenue Calculator. And plenty of e-books.

P F L

So, we thought we’d take a look at were the most downloaded e-books in 2024. First, let’s look at P F L:

• Leveraging Direct Mail Throughout the Customer Lifecycle

With modern, automated direct mail, you can make every connection during the customer journey count. This e-book explains how direct mail is a versatile, engaging, and dynamic force in modern marketing, one that can serve as a powerful tool across every stage of the lifecycle.

• Creating Powerful Direct Mail Moments Across the Customer Lifecycle

When businesses get personal across a product or service lifecycle, the resultscan prove transformative. In this e-book, you’ll learn how to connect with prospects and customers more through practical tactics you can try immediately to create powerful moments and increase engagement.

• P F L’s Top 14 ‘Greatest Hits’

This e-book is a collection of case studies that showcases the transformative impact of direct mail on diverse industries, from healthcare and nonprofit organizations to global corporations. Effective marketing is not just about reaching your audience but engaging with them—a tune played expertly by direct mail.  

Printing for Less

Printing for Less, P F L‘s sister e-commerce and direct mail printing company, has its share of great content in the form or e-books, too. Here’s what its readers were interested in in 2024:

• Direct Mail Marketing: An Idea Book for Realtors

Did you know that direct mail boasts an impressive 90 percent open rate, compared with just 21 percent for email? Direct mail helps make a lasting impression on both current customers and potential clients. This Idea Book is packed with innovative yet tried-and-true strategies to help realtors capture attention and grow the business.  

• 2025 Essential Guide to Direct Mail

Direct mail remains a powerful marketing tool because it creates a tangible connection. So, whether you’re looking to boost sales, increase engagement, or build lasting relationships with customers, here’s a look at how to harness its power and integrate it into broader marketing strategies for optimal results.

• 2024 Holiday Cheer Lookbook

This latest “2024 Holiday Cheer Lookbook” delivers exactly that: Cheer. No matter the holiday or the business, our “Lookbook” is designed to offer creative and thoughtful gift ideas that leave a lasting impression. And even though the holidays are over, these suggestions can be adopted all year round.