Thought Leadership


If you’re using direct mail, technology can help improve response.

At this point in time, most marketers accept that direct mail generates response. A recent Data & Marketing Association Response Rate Report indicates that the response rate for direct mail is 3.7%. The response rate for all digital channels combined is less than 0.75%. Marketers believe in direct mail so much, spending on it is growing again. In 2016, brands spent $46 billion on direct mail, according to the Winterberry Group.

If you’re using direct mail as one of your primary marketing channels (as you should be), there are a few ways to make sure you get a response rate that meets or exceeds the average. Not surprisingly, they all have to do with technology.

IP Targeting

According to the Interactive Advertising Bureau (IAB), IP targeting is digital messaging that is delivered to a user’s geographic location as determined by his or her Internet Protocol (IP) address. This technology lets marketers serve digital ads directly to specific IP addresses that are mapped from the physical addresses on their mail list. When combined with direct mail, IP targeting technology lets marketers direct one-to-one messages to prospects both in print and online.

IP targeting is better than traditional geo-targeting technology because it directs advertising to specific households and businesses. If you have a defined audience with a specific interest in your product or service, IP targeting is a cost-effective option because there is less waste than traditional digital approaches. Combining IP targeting with direct mail is an ideal technique for universities, financial institutions, banks, realtors and professional service firms.

Enhanced Finishing

Print is a visual, tactile medium. The more senses you can engage with it the better the reader will remember your message. The physicality of print is something digital marketing cannot match.

Innovative technologies are helping marketers make better physical connections by adding special effects to mail pieces. They are digital technologies, so they can provide the effects at a much lower cost than in the past, when most special effects required the use of a die. Nowadays, digital foils, special laminates and white inks can be applied to printed pieces to increase the likelihood that they will stand out against competing messages.

Track Your Mail

One of the challenges with direct mail is knowing if (and when) it has been delivered. Well, you no longer need to guess about it. The USPS has provided advanced technology that lets you track individual pieces through the mail, so you can know exactly when they are going to be delivered. You can get information on both the projected delivery date and the actual delivery date.

By knowing when mail gets delivered, you can adjust drop dates as needed to ensure your pieces arrive at the right time, which is key for follow up and planning. You can also use your insight into delivery times to consider using standard vs. first class postage, which can potentially save you money. Additionally, knowing projected delivery dates lets you anticipate customer response. With advanced notice, you can prepare for it and make sure your team is ready and available to handle it.


The saying in direct mail used to be “spray and pray.” Brands sent out a large volume of mailers and hoped some hit the mark. This approach wasted a lot of marketers’ money. Today, with data-driven technologies, marketers can take a more targeted approach and personalize their messages to each recipient. According to Marketo, 79% of consumers are likely to take advantage of a brand’s offer when it is personalized to reflect their previous engagements with the brand. An InfoTrends study from 2016 showed that more than 75% of marketers consider delivering more personalized print communications to be “important” or “very important.”

Instead of relying on volume like the old days, you can target just the prospects who are most likely to make a purchase. And, you can appeal to them as individuals. Direct mail is a particularly good channel for personalization because it offers a variety of formats and the ability to connect with the recipient physically. You should be using your customer data to personalize the content and images in your direct mail, so you ensure a positive response.

Direct Mail Marketing

If direct mail marketing isn’t in your promotional mix, add it.

Not long ago, brands turned away from direct mail marketing. It was expensive and there was stiff competition for reader attention in mailboxes that were overflowing with “junk mail.” On top of that, emerging digital channels offered a less-expensive way to reach large numbers of customers easily.

Now, the tables have turned. Marketers aren’t blindly accepting the effectiveness of digital channels anymore. Digital is full of competing messages and swarming with fraudulent bot activity. So, where can brands get attention today? In the mailbox.

According to 2017 Media Usage Survey results, although down from its peak years ago, direct mail marketing is growing. Thirty-one percent of marketers surveyed reported increasing their use of direct mail last year. Another 33 percent kept it at 2016 rates. In 2016, brands spent $46 billion on direct mail marketing, according to the Winterberry Group.

Companies are returning to direct mail marketing because it works. A recent Data & Marketing Association Response Rate Report shows the response rate for direct mail is 3.7%. The response rate for all digital channels combined is less than 0.75%.

Direct mail marketing is effective because it combines the targeting potential of a channel such as email with the emotional power of advertising. Recent studies have demonstrated that consumers are reading direct mail more and more. Almost 80% of consumers will act on direct mail immediately. Only 45% do it with email. The fact is, high-quality print pieces get brand attention. Nowadays, print gives you a competitive edge.

The marketing holy grail of omnichannel campaigns, where all channels work in concert to target the same version of a customer, must include direct mail. Direct mail is fantastic for reaching customers early in the buyer’s journey, when you can make attention-getting, personalized connections.

According to Andrew Paparozzi, chief economist with Idealliance, the future of marketing lies in personalized, integrated communications where direct mail complements digital experiences. Studies by the U.S. Postal service have demonstrated that when direct mail is used as part of an integrated campaign, it boosts brands’ ROI by 20 percent and helps improve the lift of online campaigns by 62 percent. That seems like good reason to make sure direct mail marketing is part of your mix going forward.

flier or flyer

What do you call a piece of paper with printed information, a flier or flyer?

Recently, when we were planning the refresh of our website, we had to answer this question. We were developing a “solutions” section as part of the refresh; the section would contain pages dedicated to the materials we print most often. Since flier/flyer is one of our most frequently printed materials, we had to pick a way to properly spell it for the sake of consistency.

Traditionally, we have spelled it flier. However, there is always a communication or two where it appears as flyer. Deciding how to spell flier/flyer was made more difficult for us because in the Philadelphia area, an online search for “flyers” returns an awful lot of information about the local professional hockey team. We’d much rather appear in a search for flyers, the printed material.

To inform our discussion we turned to Grammar Girl, one our favorite resources on grammar. She just happened to have a post on the very question we were asking. According to Grammar Girl, flier had been the traditional American spelling for a handbill or piece of paper that contains information. Flyer was the commonly accepted British spelling. She cited sources such as the Associated Press and Garner’s Modern American Usage as defining flier as the proper usage in American English.

Unfortunately, things have changed during the last year or so. In an update to her original post, Grammar Girl said recent practice has swung in favor of flyer as the proper spelling in American English. This was made definitive when the Associated Press switched its accepted spelling to flyer in its 2017 Style Guide.

Relying on these respected sources, we decided to go with flyer as the spelling for the solutions section of our website. Flyer is also how we spell it in all our communications now. So, now you know.

dimensional mailer gift box

Does Anyone Not Open a Dimensional Mailer?

A dimensional mailer is by far the most effective form of direct mail. Some industry data indicates dimensional mailers have a nearly 100% open rate. According to the DMA’s annual Response Rate Report of just a few years ago, dimensional mail had the best B2B response rate of any direct mail at 8.51%. This effectiveness, however, comes at a price.

Dimensional mailers are pieces that have a third dimension beyond length and width. This third dimension creates a mailer that costs more to produce and requires special (more expensive) postal handling. Even so, if you have the budget, a dimensional mailer will earn you a higher return on your direct marketing campaign than any other type of direct mail.

Dimensional mailers include boxes, tubes, containers, bags and other carriers that have length, width and height. The US Postal Service has helpful information on the sizing of dimensional mail.

Frequently, dimensional mail contains a giveaway item, such as a product sample, promotional premium or widget. The goal is to create an opening experience that is so exciting it results in more effective brand recall. The recipient must spend time with the piece to open it; physically interacting with the piece establishes a better emotional connection between the recipient and the mailer’s brand, assuming the experience is a positive one.

What form a dimensional mailer takes is limited only by the creativity of the designer. At Perfect, we’ve produced custom boxes, fulfilled containers and produced premium packages. We’ve even seen dimensional mailers that have “pop-up” or “pop-out” elements. Just like other marketing pieces, though, success with a dimensional mailer requires a strong message that connects with the recipient and an effective call to action.

Since costs associated with producing and mailing dimensional mail are more than regular direct mail, targeting high-value recipients is the most effective use of it. For this reason, a dimensional mailer tends to be better for B2B marketing than B2C. The ideal application is targeting a small, vetted list of recipients with a product or service that has a high price point. This way, a few successful conversions can more than make up for the expense.

A couple ways you can limit the expense of a dimensional mailer is to use folds to create dimension or ship the piece flat, requiring the recipient to assemble the piece as part of the opening experience.

Informed Delivery Blog Image

Informed Delivery Merges the Mailbox with the Inbox

The U.S. Postal Service (USPS) has launched a new service that gives marketers another way to reach audiences. The USPS Informed Delivery e-mail service program lets people sign up to receive a daily e-mail digest of the letter-class mail that will be delivered to their home each day. The digest contains scanned images of the address side of up to 10 pieces of mail. Registrants can access digests from the previous 10 days online through a personal USPS account they can set up.

Besides the convenience Informed Delivery provides registrants, the program might be a boon for direct marketers. Informed Delivery creates an additional touch point for direct mail marketers at no additional charge to the marketer or the recipient. The service helps create anticipation by making the consumer aware of mail that will be waiting for them at home at the end of the day.

A group of marketers are currently running a test in which they can place a color logo or graphic under the image of their direct mail piece in the digest. Marketers can link the logo/graphic to external digital assets. This capability provides marketers with a simple digital tool to support the offer being made via their direct mail piece.

There are early limitations to the program, but the possibilities are intriguing. The current goal is to get people to sign up so the USPS can hit a critical mass of users. Once that happens, there will be more buy in from marketers and the USPS can hopefully pursue additional features.

Current limitations include the image scans only being available in black and white, the scans only being of letter-size pieces and an inability to include any digital functionality in the image scan itself. Also, the program is not yet available in every zip code.

Prior to launch, the program was tested in areas of Northern Virginia, Connecticut, Maryland and New York. The USPS tests demonstrated that 70 percent of subscribers in New York City opened their Informed Delivery email notifications daily. Additionally, 90 percent of registrants read their email notifications 4 times per week.

Informed Delivery could provide marketers a chance to measure when recipients engage with their direct mail. They can also more accurately gauge its effectiveness. Implications for how mail could be designed and integrated in the future are far reaching. While the service is in its infancy, marketers would be wise to pay attention to the program as it unfolds.

Informed Delivery is available in about 31,000 zip codes nationwide. The genesis of the program goes back to the early 2000s. After a series of anthrax attacks were made through the mail after the 9-11 attacks, the USPS began scanning all mail as a security precaution. The scanning gives the USPS and direct marketers a way to integrate their mailings with the digital world in way that was not possible previously.

You can visit here to register to begin receiving your Informed Delivery email digest.

commercial printer

Evaluate a Printer on These Five Qualities

So you’re looking for a commercial printer. Maybe it’s been a while since you printed something because you’ve been focused on your digital efforts like social media or SEM. Or, unfortunately, maybe the relationship with your current commercial printer is a little shaky and it’s time for a change.

No matter the reason for your search, finding a commercial printer can be a time-consuming task. You have to locate ones in your area, research those that look promising and then reach out to them to get a few estimates to see if their pricing seems right. You invest time in this mission while you’re most likely also handling other job responsibilities. Once you finally find a new printer to work with you’ll want the relationship to go well. You won’t want to do a search again anytime soon.

How can you make sure you find the right printer? Evaluate them on five key attributes: capabilities, reputation, interest, “the basics” and respect.


Early in your search you have a simple question to answer: do the commercial printers you’re finding have the capabilities you need? You have a project to print—the printer you choose must be able to handle it. If you need a sign printed, do they offer large format printing? If your brochure needs to mail, do they have in-house mailing services?

A printer’s website should provide the information you need to understand their capabilities. If after taking a look at the company online you’re still unsure about what they can do, you could call and ask. On the other hand, you could get a little wary. Because if a printer’s website isn’t easily understood, they might not be very good communicators. That, you don’t want.


The next question is a harder one to answer: what kind of reputation do they have? Are they honest? Do they provide a good customer experience?

Determining what type of company they are without experiencing their service firsthand is challenging, but not impossible. You can look for signs about their reputation in their marketing materials or online presence, such as:

  • Do they have long-standing customers?
  • Do they have well-known or prominent customers?
  • Do they share testimonials or customer feedback?
  • Do they have reviews available online?

You can also try to discover their reputation by using your professional network. Have any of your contacts heard of the company, or do they know someone who has? Can you use your network to find a contact at one of the printer’s customers? Is the printer engaged in any of the professional associations, groups or events you’re familiar with?

Although this is a tough question to answer, getting firsthand information about the printers you’re considering could be the most important thing you do in your search.


As you narrow your search to a few viable options you’ll need to reach out to them to discuss your project and get additional information. These discussions are a great time to evaluate your prospects to determine if they would be an innovative partner for you.

Do they ask questions to better understand your project, or do they just take the “order” with little interaction? Do they try to learn more about your company and your printing habits? If your project is complex, do they offer suggestions to improve the cost, turnaround time or quality?

They should be curious about you, your project and your goals. The more a printer understands about these things the better their estimate and proposed solution can be. It helps them deliver on one of the next key measurements in your evaluation: fair price.

The Basics

As you discuss your project with a commercial printer you’ll have the chance to learn how they score on the basics—speed, quality and price.

When it comes to timing, what kind of turnaround are they estimating? Do their timelines seem reasonable? If you were able to get feedback from colleagues familiar with the printer, can you confirm that they meet their deadlines? It’s one thing to promise fast service but it’s another to actually deliver it.

The primary way to evaluate quality is reviewing samples that are similar to what you’ll need printed. How do their samples look? How were the samples presented or sent to you? Do they seem to be recent projects or do you get a sense they’re from ages ago?

If you have the time, another way to evaluate quality is to visit a commercial printer’s facility. Touring a facility with this intention can show you a lot. Is the shop clean and organized? Do the presses and equipment look well maintained? If a printer puts in the time to take care of their facility you can be sure they’ll put in the time to take care of your project.

As far as price, it’s common for people to want to do things as inexpensively as possible. But as the old saw goes, sometimes you get what you pay for—so beware the low bidder.

With this in mind, get cost estimates from a few printers and compare prices. Look for anomalies, like prices that are a lot less or a lot more expensive than the others. Ignore those and focus on the middle. One side note—if you really like a printer but their estimate comes in real low or real high, reach out to them to make sure they had the specs correct. Even the best printers can misinterpret specs once in a while. As long as you feel a printer is providing you a fair price and fair value they should remain an option in your search.


By this point you should feel comfortable with the capabilities, reputation, service and cost of the remaining option (or options). The final factor in making your choice is respect. Has the commercial printer you’re about to choose treated you with respect? Have they been courteous and attentive? Have you felt good dealing with them? Put simply, have they made you feel like they want your business? If it feels like they do, you’ve found the right commercial printer.

adobe stock

Adobe Stock Makes Working with Stock Images Easier

For some designers, using stock imagery sourced from online marketplaces like Adobe Stock is like taking cough medicine—you know you need to use it, but it doesn’t mean you have to like it.

Since the early 2000s, when stock photography became widely accessible through the launch of online image marketplaces, professional designers have debated whether they should use it.

On one side are designers who say stock photography offers nothing but cheesy, inauthentic images that can never properly represent their product or company. They prefer custom photos featuring real employees, real customers and real products. They’ll even take their own photos around the office to get them.

On the other side are designers who think that wisely selecting stock imagery from an online marketplace is an easy and affordable way to meet most of their image needs. With the availability of vector graphics, stock marketplaces also provide a fast way to get illustrations and icons. This can be incredibly helpful in design environments with limited budgets and tight timelines. Stock marketplaces also offer stock video and audio, and they’ve improved their libraries with “signature” collections that have photos with higher production value and better content.

Considering the online stock image market is a $3 billion business, our guess is many designers come down on the “easy and affordable” side of the debate. Whether they do it with a smile or a frown, we’re not sure. It is just an unfortunate fact that many designers work in organizations that can’t afford custom photo shoots.

So, if you need to find stock imagery, which marketplace should you use?

Shutterstock, Getty Images, iStock and Adobe Stock are some of the most recognized names in the stock image market. They all have advantages and drawbacks. Adobe Stock, however, the most recent paid platform to launch, is an option worth seriously considering.

Adobe Stock offers the right balance of convenience and cost when compared with other options. Its tight integration with the Adobe Creative Cloud (CC) platform sets it apart from other marketplaces. Stock’s benefits include:

  • Ease of use (ability to work from within one application)
  • Competitive cost
  • Ability to buy single images
  • A simple pricing model

The value of Stock’s integration with Adobe creative tools that designers use constantly outweighs its smaller image library and its lack of audio. According to a study commissioned by Adobe, Stock’s integrated workflow reduces the time involved in licensing an image from 3 minutes to 16 seconds. Since 85% of creatives who buy stock imagery use Adobe software to manipulate and place it, if you haven’t tried Stock yet, you should.

Users can search Stock from within Adobe CC software like Photoshop, Illustrator, and InDesign and save images to their CC Library. One of Stock’s neatest features is a preview mode that lets users add effects and tweaks to a low-res version of an image. The preview version is replaced with a high-res version and all effects are reapplied automatically when the image is purchased.

In June 2016, Adobe launched an upgrade to the Stock platform as part of its CC update, deepening its integration with CC tools. Stock now has a workflow that lets you select and place an image in your work with one click. The update also introduced the industry’s only one-click purchase capability.

In addition, Adobe added a Premium collection to Stock, a set of 100,000 hand-selected images sourced from some of the world’s leading photographers. They provide exceptional content, style and production quality.

If the rationale for relying on stock imagery is its ease of use and affordability, then the same rationale can apply when selecting a marketplace. Other platforms have been around longer and may offer wider selections, but Adobe Stock is the easiest to use and one of the most affordable options out there.


What Do You Need to Know About Paper Anyway?

If you’re a marketing or design professional today, among all your other responsibilities, you’re most likely also tasked with buying print services for any print materials your organization is producing. Previously, a dedicated production manager or print buyer would find qualified vendors, get bids, submit files and deal with the printer. Now, you are responsible. Considering that you’re already trying to stay up-to-date on topics like customer experience, personalization and data, is it realistic to think you’ll also be able to acquire a deep understanding of a complex subject like print?

Take paper, for example. Many professionals don’t invest the time needed to get familiar with terms like opacity, formation, brightness or permanence because they don’t find the potential return worth it, given their other priorities.

Do you need to know about, say, opacity to be able to buy print services for your most common projects? Probably not, because a good print service provider will help fill in any knowledge gaps to make sure your project uses the appropriate paper, based on the design and specifications.

Do you need to have an understanding of the general types of paper available to buy print services for your most common projects? Probably.

Being familiar with different types will help you know what to ask for when sending a project to print. It will also help ensure that you know what to anticipate in terms of quality and performance. This means betters odds of your final product matching your expectations.

Below is a quick summary of the general types of paper available for business and marketing communications.

Commercial Printing Papers


During manufacturing, a coating is added to the surface of this paper to limit the amount of ink that gets absorbed during printing. With coated paper, ink stays on top, increasing the sharpness of complex graphics.

Coated paper comes in several finishes:

  • Gloss – a shiny surface good for crisp images in full-color printing
  • Dull/Silk – a non-gloss surface good for large sections of solid ink and improved readability
  • Matte – a low-glare surface, good for readability

Coated paper is ideal for glossy photos, publications, product brochures and catalogs. It is not ideal for materials that need to be written on.

Offset & Opaque (Uncoated)

Offset uncoated paper is sold in large volumes and used in a lot of printing applications. It is more economical than Opaque and it is a good option for when budget is more of a concern than print quality.

Opaque uncoated paper has more opacity than offset, which provides increased brightness. Ink absorbs more evenly on opaque, providing smooth solids and good reproduction. Opaque has less show-through on two-sided printing, which is good when designs have solid blocks of color, bold type and heavy coverage.

Offset and Opaque papers are ideal for long print runs, direct mail, and general business documents.

Text & Cover (Uncoated)

Text & Cover is the phrase used to describe premium uncoated paper. It is more expensive than other uncoated options. Text & Cover provides superior printing reproduction, a variety of colors and a wide array of textures. It can handle finishing options like coatings, foil stamping and embossing. Textures include selections like cockle (rough and wavy), eggshell, felt, laid, smooth and more.

Text & Cover is ideal for high-impact communications like reports, corporate brochures, identity pieces, business cards and luxury packaging.


The last category of paper includes more than just paper. The broad “specialty” category includes unique paper options as well as options that are not paper at all. Any material that can be printed on that is not already included in the categories above is considered specialty. Specialty papers include things like metallic, translucent, synthetic (non-tree), thermal, and food packaging.


Use the Physical Properties of Print to Show Who You Are

“Show, don’t tell” is a maxim for writers that goes all the way back to elementary school English class.

Executed at the right time, showing, or placing the reader in the moment through the use of descriptive text and detail, can make a much more dramatic sensory connection than using boring exposition (or telling) to relay events and action.

This adage holds true for marketing with print too.

For this reason, if you’re investing the money to print promotional materials, you should leverage the physical properties of print to “show” who you are. You shouldn’t just print basic pieces and load them with copy in an attempt to “tell” who you are.

Do you want to promote yourself as a premium brand? Show it, don’t talk about it.

Do you want to convince your audience that your offering has a lot of value? Exhibit it, don’t say it.

Do you want the recipient to know how creatively you think? Display it, don’t describe it.

Indeed, print’s tactile qualities provide marketers with a fantastic opportunity to make a sensory connection with their audience by taking advantage of our innate predisposition to touch. Research shows that we connect more emotionally with items we can touch, like printed marketing materials. Additionally, communications that take advantage of touch perform better than other types of communication when it comes to message recall. It seems the more senses we can engage when communicating, the longer the recipient’s recall will be.

If you want to make a longer-lasting impression on your audience and connect with them emotionally, fully leverage the physical properties of print. Combine elements like paper, coatings and finishing techniques to produce marketing materials that match the value of your brand and the offer you’re making.

Today more than ever, you have to deliver your message in a creative, memorable way to connect with your audience. Consider some of the elements below to improve the impact of your printed promotional materials.


Paper is the starting point. Your choice will serve as the foundation for any impression you’re trying to make with your printed piece. Paper is the main way your piece will engage the sense of touch. Actually, the paper you pick can make a statement by itself. The type, weight and finish will dictate how the paper handles—how it folds, how pages turn, how the reader interacts with it. Specialty options like metallic, textured and translucent can add another level of feel and improve the impact of your piece. The right paper choice is critical if you want to accurately portray your brand value.


Coatings are an ideal way to increase the perceived value of your printed materials. With enhanced color, high gloss and improved feel, coated materials can help express a high-value, premium image. The common types of coating available for print are varnish, aqueous and UV. Although each brings its own pros and cons, UV can provide more special effects such as scents, glitter, rough touch and raised surfaces that add depth.


When combined with the right paper choice and coating, finishing techniques like embossing, foil stamping and die cutting can use the physical properties of print to deliver a tremendous impact. These techniques create depth, change shape, add dimension and add a little fun. Whether it is highlighting elements within a piece or creating a unique format, finishing can increase interactivity and persuade the recipient to handle the piece longer, which will promote recall and connection.