Part two of two in a commentary, originally published in the most recent issue of Mailers Hub News. Click here for part one. 

In the simplified versions of history we often use in conversation, a past disaster is reduced to its ultimate scenario and immediately preceding event: the Titanic hit an iceberg and sank. In fact, as with most disasters, there’s more to the story: the Titanic was speeding in the dark in an area that its captain had been warned had icebergs, contributing to both not seeing and not being able to timely avoid the berg.

Many disasters have been analyzed forensically, providing a 20-20 view of all the contributing factors and unfortunate decisions that led up to the final scene of the drama. Seldom are we, as observers, able to watch as factors and decisions unfold in our view, moving toward a disastrous result that, despite the warning signs, seems inevitable.

This article first appeared in the November 11, 2019 edition of Mailers Hub News

In an industry where longevity is a rare quality, the life cycle and evolution of an enterprise in the commercial mailing business can be an interesting case study in adaptation and survival. An example is Whittier Mailing Service.

There is still time to make the 2019 Mailers Conference.

Contributed by Summer Gould, President, Eye/Com

Before we really get started let’s define what personalization in direct mail is. It is more than just putting the name and address on the piece. In 2019, even just adding dear name or just a name is no longer the best way to personalize your direct mail. Don’t get me wrong, you still need to have the name, but you can get so much more creative than that now. So don’t just stop there, get more personal with offers, images, landing pages and more.

Commentary, by Leo Raymond

Any publication on any topic occasionally finds itself in the situation of knowing newsworthy events lie ahead but about which an article cannot be yet written; they just have to wait. Such is the situation in which we – and colleagues with their own newsletters – find ourselves.

Our speaker will be Jason DeChambeau, Manager, Processing Operations at USPS HQ.

Excerpted from the latest issue of Mailers Hub News

Although there were plenty of skeptics when the program was being developed, as well as after it was introduced on a limited basis in 2014, since it went nationwide in 2017 Informed Delivery has become very popular – perhaps more popular than even the USPS expected.

Excerpted from the May 13 edition of Mailers Hub News. Subscribers can find the full edition and archived issues here. 
(Not a subscriber? Contact us.)

In case there’s any member of the hard-copy messaging industry who’s not noticed, the traditional distinction between a “printer” and a “mailer” has been blurred – sometimes erased – in recent years as printing companies add mailing capability and mail producers buy digital printing equipment.
(Of course, both are also adding agency, marketing, fulfillment, and other services.)\

Growing your print and mail business by getting in front of your customers means putting them first and making the relationship you have with them an all-day every-day proposition. This probably makes sense to you. But just because it makes sense doesn’t mean it’s easy to actually do.

Courtesy of Mailers Hub subscriber and Eye/Comm President, Summer Gould

Direct mail is a very powerful marketing channel. Now you can enhance it more by adding informed delivery. What is informed delivery? The USPS offers a free service to subscribers, that sends an email to them with an image of that day’s mail. The default images are not in color, by participating in an informed delivery campaign, you can replace that image with a color image and even add a web link.

Client Misconceptions about Direct Mail

Your clients may have outdated ideas about the effectiveness and value of mailed communications. Mail may seem old fashioned to them, or too expensive. The future of the US Postal Service may concern clients because of reported financial problems or they may be unclear about how to track and monitor mailed communications.

At your next client meeting, block out some time to talk about the role of mail in modern marketing strategies. Showing clients how direct mail has changed to meet the needs of today’s marketers can spur conversations leading to profitable repetitive work.