Multimedia is a Must

By Julie Determann, Account Supervisor

Do you continue to use one proven marketing channel to deliver promotional messages to your customers? If it works, why change it, right? Wrong! Nowadays you need to be smarter and more encompassing… utilize and test multiple communications modes to increase your overall response rate.

Don’t get complaisant. And more importantly, don’t be ignorant to the wealth of opportunities available to improve your marketing efforts. Challenge yourself to think outside of the box, in some cases the mailbox. Where else can you place your message to effectively reach your customers? Do they regularly commute past billboards, subscribe to monthly trade magazines or frequent similar establishments that offer co-marketing?Read more


4 Successful Tips for the Outer Envelope

Written by Daniela Burgos, Assistant Account Executive

Direct Mail

Junk mail is a bad word where I am from—I deal with direct mail. The kind of mail meant to stay out of the trash. What’s the difference between junk mail and direct mail?  Well, the meaning behind direct mail is sending custom crafted offers and messages to a carefully targeted audience. Where junk mail is standard class mailings, such as advertisements, sent indiscriminately to large quantities.Read more


The End of Saturday Mail Delivery and the Impact on Direct Marketers

Written By Mark Weinstein, President

For years the U.S. Postal Service has pushed to cancel Saturday mail delivery to cut costs. On February 6, the U.S. Postal Service announced that it plans to end Saturday mail delivery starting in August.  This is the most significant step taken by the USPS to cut costs, and will reportedly save about $2 billion. We are told delivery to PO Boxes and package delivery will remain at six days, and Standard Class mail will still be processed every day.

Postal Service market research and other research has indicated that nearly 7 in 10 Americans support the switch to five-day delivery as a way for the Postal Service to reduce costs.

There appears a strong likelihood of the USPS moving ahead with the 5-day per week plan.  As marketers using the mail we should plan ahead and be prepared for the August implementation.

Post Man
Believe it or not, the Postal Service used to make multiple
deliveries per day, especially around the December holidays.

Read more


7 Steps to Making Your Holiday Card Mailing a Cinch!

Written by Daniela Burgos, Assistant Account Executive

Christmas Card

'Tis the mail merge season...

It's that time of year again when getting into the holiday spirit requires narrowing down your holiday mailing list and hopefully using what has to be the easiest and most efficient tool ever to create labels - mail merge. This marvelous tool, which I am going to use for every mailing now, is a definite life and time saver. I recently had the opportunity to use this tool for a holiday card mailing and it got me thinking about the importance of staying in touch with people and the preferred method of doing so by sending personalized cards. So actually, on some level, everyone creates their own direct mailing pieces, whether they know it or not.

Let's take holiday cards for example; the process follows the same steps we utilize in producing a direct mailing, just on a smaller scale. The essential functions can be summed up into 7 steps:

  1. Collect names of whom you are sending to and make a list
  2. Research correct addresses and/or updates the ones you have
  3. Choose your card design or best awkward family photo
  4. Tailor the message to the specific person/s
  5. Make address labels (hopefully using the mail merge tool)
  6. Put on the stamps and mail the pieces
  7. Wait for a response

When it comes to direct mail, it really is about delivering a tailored message for a response - and isn't that essentially what you are doing when sending out holiday cards? And who doesn't enjoy receiving a thoughtful card during the holidays? I would like to think that our direct mail pieces carry that same feeling; a welcomed letter that is designed specifically for you that meets a need. Though direct mail contains a variety of approaches, the end result of any direct mail piece is to make your life a little easier. It is something you should enjoy opening, like a holiday card.

So if you have not already, send your own direct mailing this season and spread some holiday cheer!