Household Diary Study Results Show Direct Mail Works!

Woman collecting mail from mailbox

I must confess—I am one of those “Mail Geeks” you see on LinkedIn, proclaiming the glories of advertising with direct mail every chance I get! So, when my colleague shared the USPS Household Diary Study (HDS) 2021 Annual Report with me, I began to read it with the same enthusiasm most have for the latest […]

Seven Rules to Get the Most from Your Direct Mail Envelope

People looking at letter

I know what you’re thinking. “Hmm. It’s not from anyone I know, at least I think it isn’t. It looks kind of important. I should probably open it. If I don’t, I’ll wonder all day what it is.” Amazing how much power that brown kraft paper envelope — empty of information except your address and […]

Direct Mail: More Value and Verifiable Results

Smiling people looking at letter

Direct mail is … back? Actually, due to the effectiveness of direct mail, it never went away. Its reputation as a high-value marketing channel whose results are testable and verifiable over multiple iterations (in contrast to ever-more questionable online marketing) has strengthened its appeal over the past 20 years. Oh, and the only personal information […]

Summer is When Your Direct Marketing Strategy Should be Heating Up

As we take advantage of the joys of summer―sunshine, concerts, vacation time―astute marketers start heating up their direct marketing strategy planning for high-performing fall and holiday campaigns! You may be saying to yourself, “Are they crazy? I just put on my new bathing suit and am setting out to the beach to catch some rays.” […]

Integrating Digital and Physical Media Drives Success with Millennials and Gen Z

Person scanning QR code

It’s no mystery why brands want to market to millennials and Gen Z consumers. The U.S. alone is home to approximately 87.5 million millennials (born 1981-1996). That sounds impressive—until you learn that the latter Gen Z (born 1996-2012) is the largest generation in American history, making up 27% of the population. Together, the two generations hold $165 billion in […]

USPS Mailing Promotions Make Your Direct Mail More Compelling and Reduce Cost

Man examining benefits and strategies

At IWCO Direct, we spend a great deal of time thinking about what drives the success of our clients’ marketing programs, which includes taking advantage of available promotions that can help marketers drive more robust response at a lower cost.   As my colleague Marcus Johnson discussed last week, direct mail remains an essential part of any successful marketing program. Successful programs share […]

Direct Mail is Appointment Marketing – Is It Part of Your Marketing Mix?

Man smiling and reading mail

Let’s play a game (not Tic Tac Toe). How many ways can you think of to market your product or service? Instead of “ways,” you may prefer technical terms such as channels. Or tactics. Or marketing mix. Or even media plan. Let’s name a few, including the obligatory digital option: Digital — I’m lumping various digital […]

We Are Ushering in A Golden Age of Color Accuracy and Consistency

assortment of color swatches spread out

Companies invest tremendous resources into developing the colors that represent their brand. With brand identity such an important matter, it’s no surprise they demand color accuracy and consistency across all their materials. However, this can create quite a challenge when various pieces are produced on different equipment, which are all calibrated differently, not to mention […]

The Benefits and Challenges of Cellular Manufacturing for Direct Mail Production

web of benefits and logistics

My posts for SpeakingDIRECT often highlight new technologies IWCO Direct is exploring or capabilities we are adding, but innovation and efficiency aren’t just driven by the equipment we employ. Processes and workflow can be just as important in ensuring IWCO Direct maintains its leadership role in providing cost-effective direct mail programs that drive response and return on […]

Why I Actually Like Informed Delivery, And Why You Would Too

Woman accessing locked mailbox

My brother, The Oldest And The Wisest of the Leone siblings, was recently telling me about all the preparations he was making to move to Puerto Rico. Since he doesn’t yet have a permanent address and is still keeping his residence in Minnesota, I—The Sibling Who Cares Most About Coupons—asked what he was going to […]