post card printing

  • Direct Marketing Then and Now

    Direct marketing practices are changing in today’s world, but many of these changes are rooted in the industry’s history. It’s important to understand the history of direct marketing in order to predict where the industry is headed.

    Direct Mail Marketing

    Direct mail marketing traces its roots back to Benjamin Franklin, who used it to market Poor Richard’s Almanac. It surged in popularity in the 1800s thanks to the Montgomery Ward and Sears catalogs, which provided people in rural areas access to the products they wanted without leaving their homes. For some companies today, direct mail marketing has turned into email marketing to encourage people to shop online.


    Telemarketing took hold in the 1970s when technological advances made it easier for companies and their customers to interact at little or no cost. Eventually, public perception of telemarketing changed, prompting the government to pass laws banning companies from cold-calling prospective customers. Telemarketing is challenging today, but businesses that take the right approach find that a person-to-person connection still pays off.

    Direct Response Advertising

    Direct response advertising was traditionally used by businesses that sent customers a postage-paid envelope, making it easy for them to order a product. The practice was adapted for television through the use of toll-free numbers to call, and later for email, where companies sent customers links to specific products on their websites. Today, businesses create product ads that are displayed to potential customers on the websites and social media platforms they visit.

  • Super Shoes Rocks Personalized Content

    Lead gen3Super Shoes Rocks Personalized Content
    Recently, we heard about a major retailer who rocked its print personalization, and we wanted to share its success with you. We hope you find it inspirational as you plan your print marketing for the upcoming year.
    Super Shoes sells more than 200 shoe and apparel brands in 40+ stores in eight states. To increase the effectiveness of its direct mailings, Super Shoes decided to get personal.  Super Shoes started with channel preference. While many of its competitors were turning to digital marketing, the retailer knew that its customers still preferred to receive direct mail promotions like postcards and catalogs.

    "We have an email database, but our customers tend to respond more to print," says Matthew Willard, marketing director at Super Shoes, as quoted in 1to1 Media.
    Super Shoes layered in attitudinal behavioral attributes (which can be purchased much the same way as demographic data) and past purchase histories. This allowed it to target its mailings based on demographic and psychological profiles. Customized content included images, copy, messaging and offers.
    Super Shoes had tested different mail formats (postcard, oversized postcard, newspaper insert, catalog) and found that an oversized postcard was the most effective for its customer base.
    It sent eight different versions of its mailer and tested against the generic version. The results? The generic offering had a 2.5% conversion rate. The personalized mailing had a 6.7% conversion rate.
    Want to personalize your next direct mailing and see how your conversion rates soar?

    Give us a call. 888-679-0255 or visit:


    No matter how lucrative your business offer is or how brilliant your design is, your print investment will go down the drain if you use lousy paper stock for your promotional documents. Especially when opting for direct mail marketing through postcards, having a robust piece of paper is a must else you might end up seeing someone use your coveted postcard to clean his pet’s poop.


    Nicknamed, the Penny postcard, a Massachusetts-based envelope company created the first postcard in the US, back in 1873, made on thin pale white card. The mid 20th century saw the advent of linen postcards made of inexpensive card stock with high rag content that gave it a fabric-like feel. For the first time, this paper stock permitted printing of more colorful and vivid themes on postcards. And then came the Photo chrome era, making way for still photographs finding their place on postcards made of firm and durable paper. Today, the sky is the limit as far as innovation in this industry is concerned. Over the years, postcards have evolved to not just be a messenger of news but a very crucial direct marketing tool, too, and that’s exactly why one needs to be extremely careful about making it more appealing – not only with respect to its content and presentation but also the very material with which it is made.


    The thicker your stock, the more elegant your postcard will appear. Best printed on thick 16-point paper stock, you can opt for myriad coating options to suit your need and budget. From laminated and ultra violet (UV)-coated cover stocks to uncoated heavy card stocks, there are options aplenty.

    Gloss finish cards such as laminated cover stocks are instant attention grabbers, especially if you are into a light-hearted business and plan to use some pop colors in your postcard. The lamination also protects the card from physical damage. If you have a higher budget, perk up the protection layer by using UV-coated cover stock. Not just protection from handling errors, the water-based coating of this stock also renders it a rich finish, adding to the elegance of your card.


    If you are aiming to approach your customers with a subtle appeal, opt for matt finish cards with uncoated heavy cover stocks that almost give the touch-and-feel of a greetings card. In fact, if you are creating the post cards for a small target group and plan to write a hand written personalized note, this is the way to go. A word of caution, however, is that uncoated heavy cover stocks being susceptible to handling damages are ‘shipped’ instead of mailed. For mailing, opt for the uncoated cover stock that’s a brilliant combination of sophistication and durability. And if you really want to make a statement, you could go for recycled paper stock that’ll surely strike a chord with its environment-friendly appeal.

    Now, get set to look out for a direct marketing and printing company who can provide you with all these options at a cost-effective rate. Discuss your theme, aim and target audience, and don’t forget to ask for paper samples to know what you are getting into. Customers are more likely to link the class of your product or service with the quality of your postcard’s paper stock. Remember, the first impression is often the last one, so put your best foot forward to make it an everlasting one.

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