While there are some limitations to the program for larger quantity mailings, I have found the EDDM program to be of significant benefit to small and mid-size businesses that wish to communicate their message to everyone in a specific geographic area. The most visible benefit of the program is the ability to mail a 6-1/8×11…

Direct mail fundraisers learned long ago that using a live stamp can boost response rates. Some websites even list the lift as high as 2%. The primary reason is simple: human nature. A stamp implies a human touch and a personal interaction. Unlike the appearance of automated postal indicia and metered postage, most people perceive that a…

The challenge for any direct marketer is to make their piece the one that catches the eye and causes the recipient to spend additional time reviewing the information presented. One way to increase the chances of this happening is through the use of dimensional mailers. Dimensional mail is mail that has an additional dimension beyond…

A recent article in the Wall Street Journal (WSJ Article) highlighted how many universities are now adding the position of chief marketing officer. One of the advantages that a CMO at a university has over their counterparts in for-profit business is access to huge amounts of voluntarily supplied data regarding their “clients”, both students and…

Tight budgets are about setting priorities and making choices in regards to what will maximize the return on investment for a marketing campaign. All too often, the need to maximize ROI is supplanted by the desire to hold costs down on a given project.  When it comes to print and promotional items, this can come…

Creating a tactile sensation with your next project can be done in a number of ways. There are several paper stocks available that have a silky or soft matte finish to provide a unique sensation to the touch.  This stock will add a rich look and feel with rose-petal softness.  Both Touche and Plike are brands that…

When we use the term personalization, we are not referring to a simple mail merge but rather sophisticated integration with other electronic media including the use of personalized URLs and landing pages. But how much can personalization increase response rates compared to static direct mail? It is important to quantify projected results since relevant marketing…