A detailed overview of the proposed incentives for 2026, including an
exciting new promotion for cataloguers.
Proposed 2026 USPS Postal Incentives
A detailed overview of the proposed incentives for 2026, including an
exciting new promotion for cataloguers.
Why It’s Important to Test Different Direct Mail Formats Part II
Two weeks ago, we shared a couple of reasons why it is so important to test direct mail formats. Guess what? There are even more reasons! Continuing onwards…
Reason #3: You can achieve different marketing goals.
Recently, we discussed how various formats resonate with different consumers. It’s also important to be mindful of your marketing goals. Direct mail helps facilitate customer acquisition, retention, market research, and increases response rates. If your marketing goal is…
Customer acquisition:
POSTCARDS are a cost-effective way to reach a vast audience quickly. They are attention grabbing due to their size and ideal for promotions and offers.
PERSONALIZED LETTERS facilitate a more personal connection. You will not only connect with the customer, but these are an effective way to show / explain complex offers (products or services) in more detail.
CATALOGS showcase a wide range of products and services while personalizing and targeting your audience. Essentially, catalogs hit what postcards and letters do, and more!
Customer retention:
SPECIAL OFFERS make a difference. Whether you use a postcard or a letter, it is important to create exclusivity with special discounts, early access (sneak peek or VIP access), limited-time promotions, and milestone celebrations.
NEWSLETTERS serve as consistent touch points; they will help you to stay top-of-mind with customers.
PACKAGE INSERTS pique interest. Whether you include a ‘thank you’ from your CEO or Founder, or offer a small gift or discount, this will show your customer you value their business.
EXCLUSIVE LOYALTY PROGRAM MAILERS highlight the benefits of your loyalty program and encourage participation (Guess what? We can help you with this! Reach out here).
Market research:
SELF-MAILERS can help. Combine a brochure / leaflet format with mailing information.
EVERY DOOR DIRECT MAIL (EDDM) is an efficient option that delivers mail to every address on the carrier route, without requiring individual addresses. (Plus, there is a reduction in postage!).
PERSONALIZED LETTERS allow you to connect with customers via a unique letter, and drive to your website – facilitating a multi-channel connection – with an incentive to complete a customer satisfaction survey.
Increased response rates:
LETTERS IN ENVELOPES drive interest. The curiosity or perceived importance of a letter in an envelope can lead to a higher engagement and response rate.
POSTCARDS are useful for grabbing attention and are an excellent format to test out different creative and offers.
Reason #4: You can make branding (or re-branding!) a priority.
Direct mail can increase recognition and visibility of the brand to a specific audience.
From tangibility to creative messaging and personalization, this is a powerful channel for branding. With direct mail, you can offer consistent messaging that reinforces brand identity and helps to establish trust with consumers.
Reason #5: You can optimize your multi-channel approach.
Direct mail can complement digital marketing efforts, creating a cohesive and seamless brand experience across platforms. For example, sending a direct mail piece can encourage recipients to visit a website or engage on social media. Up for going one step further? Change up your formats to test performance – whether it’s different physical formats or new digital platforms, testing is always recommended.
In fact, testing different formats – for both digital and offline marketing – can lead to cost-savings, further reach, new customers and more.
If you’re not sold on why direct mail is worth testing, reach out and let’s have a conversation! If you are sold, what are you going to send?
Source: OpenAI. (2025). ChatGPT (March 7 version) [Large language model] http://chat.openai.com/ch
Why It’s Important to Test Different Direct Mail Formats Part I
Over the years, “direct mail” has become an umbrella term for any piece that’s in the mail. Did you know that there are endless possibilities of formats? That said, there are specific formats most effective for achieving different goals.
With consumer behavior constantly changing; new audiences on the horizon; and the hot topic of attribution, there are so many reasons it’s important to test different direct mail formats. We promise (yes, promise!) that it’ll be worth it… and will ultimately help your bottom line.
Here’s why you should test different formats….
Reason #1: You can reach different types of consumers & connect with them more effectively.
___
Baby Boomers: Prefer Catalogs, Self Mailers, Shared Mail, Insert Media / Package Inserts
Creative Tips:
- Legibility: Use large, clear fonts and high contrast (e.g., dark text on light backgrounds).
- Simplicity: Organize information logically. While this generation likes information, you do not want it to be overwhelming.
- Trust: Include testimonials, reviews, certifications or badges that build credibility.
- Call to Action (CTA): Firstly, make sure you have one! Secondly, make it prominent, clear, and actionable (e.g., “Call now!” or “Visit us online for more details”).
___
Gen X: Prefer Personalized letters, brochures and newsletters featuring loyalty programs, interactive mail (QR codes / personalized links), mini catalogs.
Creative Tips:
- Straightforward & Direct Messaging: This generation values efficiency and transparency. Avoid unnecessary fluff or overcomplicated language.
- BeProfessional but Approachable: Gen X responds well to brands that appear reliable and trustworthy, yet personable and genuine.
- Clear and Actionable CTAs: Include a call to action that makes it easy to take the next step (e.g., “Call to schedule,” “Visit us online,” or “Shop now”).
- Tech-Friendly: Include digital components, like QR codes or personalized URLs, but make sure they’re easy to use and provide clear value.
___
Millennials: Prefer Postcards with Social Proof or User-Generated Content, interactive mail (QR codes / personalized links), mini catalogs or look books, event invitations (experience-focused), newsletters featuring content and offers.
Creative Tips:
- Minimalistic Design: Focus on clean lines, only delivering necessary information, imagery and creative elements for necessity with ample white space, and modern typography.
- Visual Appeal: Drawn to eye-catching, high-quality imagery that feel authentic.
- Mobile-Friendliness: If incorporating QR codes or personalized links, ensure the digital experience is mobile-optimized.
- Sustainability: Highlight any eco-conscious initiatives your brand is involved in, as Millennials often prefer brands that are environmentally responsible.
___
Gen Z: Prefer Interactive Mail (QR Codes, Augmented Reality, Personalized URLs), Eco-Friendly and Sustainable Direct Mail, postcards, event invitations (exclusive experiences and collaborations), Gamified Direct Mail (Scratch-Offs, Contests), Personalized Merchandise Offers (Customized Products), Limited Time Off and flash sales, User-Generated Content or Social Media Integration.
Creative Tips:
- Authenticity: Gen Z values honesty and authenticity in brands. Avoid overly polished or “salesy” language, and focus on being real.
- Visuals Matter: Use bold, high-quality visuals, and make sure the design is on-trend and aesthetically appealing.
- Mobile Optimization: Since Gen Z is heavily mobile-first, ensure any digital component (QR code, URL, AR experience) works smoothly on smartphones.
- Short & Sweet: Gen Z has a shorter attention span, so keep your messaging concise and impactful. A powerful message will resonate.
Reason #2… You can capture consumers’ attention that are suffering from digital fatigue.
From a lack of variety; to repetitive messaging; to disjointed creative; to poor targeting, digital fatigue is real! We don’t want you to be wasting any marketing dollars on ineffective campaigns. More than 60% of individuals are reportedly overwhelmed by digital marketing tactics.
Mitigate digital fatigue with personalized content, variety in formats, a thoughtful contact strategy, audience segmentation, and opt-in capabilities.
Forty-two percent of consumers recently reported an increased interest in direct mail and because of that, 75% of marketers have reallocated their marketing budget into direct mail.
Switching up your mediums and formats (along with creative!) within channels is extremely important. Direct mail drives response because it’s different; because it’s personal; because it’s tangible… among many other reasons.
In fact, we’ll take you through even more reasons next week about why it’s important to test different formats, especially in direct mail!
Source: Agility PR, OpenAI. (2025). ChatGPT (February 25 version) [Large language model] http://chat.openai.com/chat
Who engages with Direct Mail today?
We recently came across an article from Forbes and this quote stood out to us: “As technology becomes more important, the more consumers will crave genuine human experiences.”
Enter: Direct Mail. A genuine, human experience.
Traditionally, direct mail has resonated with older demographics such as Baby Boomers and Gen X because they prefer tangible, physical forms of communication that they can hold and refer to whenever they want.
This channel also resonates with new movers or homeowners focused on home improvement, insurance offers or local services; it speaks to affluent audiences – it’s a medium that reflects a high level of quality, professionalism and exclusivity; consumers in rural areas also respond to direct mail. They may not be connected digitally in the way urban consumers are; they are more likely to engage with physical mail.
This is why direct mail is an effective channel, and necessary spoke in your omnichannel wheel. We could go on and on with the benefits of direct mail – reach loyal customers or target niche audiences – but what it comes down to is direct mail works now.
But, will it work for the future, and for whom?
Our answer is yes and you’ll never guess for whom. You may be surprised (hopefully excited!) to learn that Gen Z (typically born 1997-2012) will engage with direct mail. They are digital natives who are tech-savvy and therefore, interested in something different. That’s right, direct mail is new, fresh and different in the eyes of these consumers. As this generation enters the workforce, their purchasing power is growing rapidly, making them a key audience for direct marketers.
Additionally, it’s time to start thinking about Gen Alpha (born 2013 onwards). Known as “the first fully digital generation” they are highly connected and the most tech-integrated. Most important to them? Sustainability and climate change. As they come of age, they are bound to realize that doing things digitally is not always more sustainable, especially from a direct marketing perspective.
For direct mail best practices and how to optimize your direct marketing program, connect with us!
Source: Forbes, Media Tool, Chat GPT (Personal communication, January 2025)
How to Kickstart Your Marketing Success in 2025
It’s incredible to think 2025 is ‘here.’ Looking back on this past year, it’s been a whirlwind! From many changes in the digital landscape such as AI, SEO opportunities, new video content and the further rise of influencer marketing to happenings on the print front – such as the USPS not increasing rates in January, the EUDR delaying one year and uncoated freesheet mills across the country increasing prices, our omnichannel landscape continues to transform by the day.
Looking ahead to 2025, we’re excited to tackle the challenges that print and digital bring us – and we want you to feel that thrill as well. With budgets and priorities constantly changing, we understand that there are many marketing obstacles out there. To jump start the New Year, we thought it would be helpful to share our recommendations for next year.
Continue to Integrate Your Online & Offline Marketing Strategy
You must continue to prioritize the synergy of your media channels. Whether you’re in the mail, solely executing digital campaigns, or doing both (highly recommend!), it’s essential that your channels are speaking to each other… and your internal teams are as well! Messaging to the customer must be consistent. Additionally, stay on top of results so you can more easily shift spend and budget to different channels as performance adjusts and shopping behavior changes.
Prioritize High-Quality Content
It’s more important than ever to produce authentic and valuable content. In fact, it’s essential for capturing and retaining your customers’ attention. This will not only impact conversion but build loyalty as well. Keep content relatable and real, always, but especially in 2025!
Customer Experience (UX) is Key
“Seventy-five percent of consumers will spend more with brands that prioritize customer experience;” 50%+ consumers report switching to a competing brand after just one negative experience, or if the shopping experience doesn’t feel personal. Here’s how to keep experience positive: consistent messaging and offers across channels, creative that complements each other (channel-to-channel), loyalty programs, personalized direct mail and email, and more.
Spotlight is on First-Party Data
Since 2023, brands have been re-evaluating their reliance on cookies. In 2024, Google updated its Privacy Sandbox Strategy, which has greatly impacted marketers trying to track customer journeys and buying behavior. Therefore, marketers are forced to rely on first-party data collection, making it the most reputable and accurate source of information for their businesses. By focusing on the value of first-party data, brands are seeing improved customer insights; they’re privacy compliant; and they’re setting themselves up for future success in the digital landscape.
Gen Z Buying Power Continues to Increase
Gen Zers are tech-savvy, opinionated, value-focused and highly influential. We recommend incorporating social causes in marketing strategies; point to sustainability initiatives; and leverage influencers. By appealing to Gen Zers, brands will grow their business.
We’re always interested in discussing our content! Please don’t hesitate to reach out to chat about your print marketing strategy (and how it’s working with your digital strategy) In the meantime, we’ll see you in 2025!
Sources: Media Tool, Chat GPT (Personal communication, December 2024)
Hot Take: Direct Mail is Just as Sustainable as Digital Marketing
With our focus being print marketing, brands can be hesitant to test into direct mail. Why, might you ask? Sometimes it’s perceived to be less efficient and environmentally friendly than digital marketing. However, we’re here to debunk that myth.
It’s commonly perceived that digital marketing is sustainable because there is less labor involved in marketing online than the manual labor of creating paper and print to launch a campaign. However, both channels have their benefits and drawbacks – with print having just a few less drawbacks when it comes to the environment.
Key Stats about Paper & Print:
- – Paper can be recycled up to seven times.
- – The paper, pulp and print sector is one of the lowest industrial emitters of greenhouse gases, accounting for 0.9% of European emissions in 2021
- – Since the 1990s, the average water intake per ton of paper produced has decreased by 42%.
- In 2021, around 90% of the water used in the European paper industry was returned to its source.
Key Stats about Digital:
- – The world generates more than 68MM tons of e-waste every year (source: UN via Bloomberg) and of that, only 22% is collected and recycled.
- – Businesses and individuals are increasingly using ‘cloud’ services. These mega data centers store almost everything we do online, including our web searches, our social media posts and our online statements.
- – The ICT industry accounted for 4-6% of global electricity use in 2020, which is more than 2% of global greenhouse gas emissions.
- The electronic waste problem is also colossal and growing. In 2019, the industry was responsible for a gigantic 53.6 million metric tons of e-waste across the world.
- That’s equivalent to the weight of 350 cruise ships.
- E-waste is expected to increase to 74.7 Mt by 2030 and reach as much as 110 Mt by 2050, unless we change our practices.[2]
- The electronic waste problem is also colossal and growing. In 2019, the industry was responsible for a gigantic 53.6 million metric tons of e-waste across the world.
- – In 2019, just 17% of global e-waste was collected for recycling. In fact, recycling activities are not keeping pace with the global growth of e-waste. Non-environmentally sound disposal and treatment of this waste stream poses significant risks to the environment and to human health.
Often, marketers think digital is a better investment from a sustainability perspective. However, this is a common misconception. In fact, the channels are pretty similar when it comes to environmental friendliness – with Print arguably being more sustainable. There are an abundance of factors that impact the carbon footprint for digital – energy consumption of Data Centers, end-user devices, internet infrastructure, lifetime of digital devices, email server efficiency, transmission networks, and more. In turn, the carbon footprint of a printed piece consists of paper production, printing process, distribution, end-of-life (how a piece is recycled), design, and size. Good news: there are solutions and best practices in place for all of these.
So, what should you do?
We wholeheartedly believe in the power of an omnichannel strategy – but it does begin with Print. Last month, we talked about complementing your Direct Mail touch points with Digital. It’s a must in today’s digital age! This month, we are recommending you complement your digital with direct mail while making the world a better place.
Sources: Twosides.info, Device42, Chat GPT (Personal communication, January 2024)
Second Half of 2024 Will Give Marketers A Run for Their Money! (Conclusion)
Key Event #2: Shortened Holiday Season 2024
Thanks for following along in our series of key events in the second half of 2024. It’s hard to believe it’s already mid-October! Today, we’re going to discuss the impacts of the shortened holiday season, how to combat them, and what you may do afterwards to kick 2025 off on a good note.
As you know, the holiday season is the most important time of year for most marketers. However, did you know there will only be 27 days between Thanksgiving and Christmas this year? This is the fewest possible number of shopping days for the traditional holiday season. Therefore, marketers need to be extra prepared for the shortened shopping season to ensure you get the sales you need.
This summer, we talked about the election. It’s important to note that consumers will be fresh off the election (which, as a reminder, they are preoccupied about the economy, macro effects, and more).
So What?
This shortened season really will have an impact on both consumers, and you as marketers. However, history is on your side! 2019 was the last time consumers had a 27-day holiday shopping season, which was also pre-Covid. By having a pre-Covid time to look back, it’s likely that shoppers will follow similar shopping trends as they did then.
What You Need to Know:
When there is less time to shop, consumers have historically started their holiday shopping earlier. In fact, Epsilon reported that higher revenue was generated two to three weeks leading up to Thanksgiving and the two weeks afterwards (when comparing 2019 to 2023).
Our Recommendations:
Be strategic with this shortened shopping time frame. Manage shipping deadlines; stay vigilant about inventory; execute campaign launch dates; and optimize circulation plans.
Begin marketing communications earlier than usual. This will be key to sustaining and/ or growing revenue. Aim to get customer shopping with your post-election and pre-Thanksgiving.
Be prepared for evolving shopping behavior. Recognize that younger consumers tend to wait longer to shop during the shortened holiday season while older generations plan ahead. Personalize your marketing efforts accordingly.
Focus on the weeks leading up to Thanksgiving and immediately afterwards. As noted above, this was a key period in 2019.
Leverage postage offers. This will help with spend and add efficiency to your direct marketing efforts (we can help sort through this with you!).
Complement your Direct Mail touch points with Digital. Enhance conversion rates with increased frequency of messaging and the speed of digital. Perhaps go deeper in your models, both house and prospect, with digital-only communications that include countdown messaging. Offer free priority shipping with a purchase over a specific value to capture share from those last minutes shoppers, create gift guides and bundles for the holiday shopping challenged…increase the value of that basket or order size!
As fellow marketers, we are your partners. Please reach out to discuss your direct marketing strategy for the next few months.
As always, we’re wishing you all the success this holiday season.
Source: Epsilon
Second Half of 2024 Will Give Marketers A Run for Their Money! (Continued)
Key Event #2: Presidential Election 2024
Thanks for following along in our series of key events in the second half of 2024! Today, we’re going to discuss how to market during the 2024 Presidential Election, which is right around the corner on November 5th. While there are large political and worldwide implications, there are also huge impacts to marketers.
So What?
Historically, consumer behavior is highly influenced by presidential elections. Several factors influence consumers during this time such as political events, economic conditions, and social issues.
There is a shift in consumer spending and the way in which people are consuming media both offline and online changes. For example, while Connected TV may be a usual channel that drives conversion for a brand throughout the calendar year, it may not be during an election year; if you’re a mailer, you may think about testing different formats and in-home dates.
Most notably, presidential elections fall at the beginning of the all-important holiday shopping season (more on holiday later!). Therefore, it is important to be aware of when and how to spend your valuable marketing dollars.
Our Recommendation:
- Stay top of mind. Get in front of your best customers and prospects with relevant messaging in the channels, where they’re most engaged.
- Get prepared for the short holiday season. Launch holiday campaigns earlier than usual to capture consumer attention. Reinforce with holiday offers after the election hype subsides but before shoppers gear up for their holiday shopping.
- Create a post-election marketing plan. Reinforce your campaigns prior to the election with holiday offers to hype up customers for the upcoming season. Create motivation and urgency for shopping early.
- Remain positive. While consumer spending may dip during the election, it typically rebounds quickly afterward.
Insider Tip for Catalogers / DM:
If you are planning to be in the mail around the election, get in touch with one of our experts to analyze your circulation plan: info@mediahorizons.com. Based on our position in the marketplace, we have specific recommendations with timing as it relates to your brand and product assortment.
Stay tuned for our recommendations for marketing for the shortened holiday season! We’re here to help drive your omnichannel strategy forward.
Second Half of 2024 Will Give Marketers A Run for Their Money!
Key Event #1: Summer Olympics 2024
Beginning next month, there is tons going on for the remainder of 2024. From the Summer Olympics; to the upcoming presidential election; followed by a shortened holiday season, 2024 is keeping marketers on their toes.
This is the first of a three-part series highlighting how marketers can prepare for these three big events.
First up: Summer Olympics. The 2024 Summer Olympic Games begin in Paris on July 26 and will last through August 11. The Tokyo Games set a record for NBC’s US TV sales: $2.25B, which was up 20% from the Rio de Janeiro Games in 2016 ($1.5B in spend, for reference). With more devices available than ever before, this year’s Paris Games will take over every screen possible on every platform – that means Connected TV (CTV), cable, websites, apps, games, and social media.
So what?
With the Olympics taking over so many devices, we don’t recommend trying to compete. Based on past Olympic events, consumers will not spend much in these two weeks (July 26-August 11). However, we have good news! Spending will be up the two weeks prior (June 22-July 6) (Psst! Just in time to move the needle for July 4th sales and promotions) and resume the week after the Olympics are completed.
Our Recommendation:
Seize the opportunity presented by the captive audience during the Olympics by maintaining consistent messaging before and after the games. Post-Olympics, leverage the potential for increased spending as consumers re-engage with the market. Here are some specific digital tactics to explore:
- – Programmatic Display & CTV
- – Paid Social Media
- – Influencers
- – Content marketing
- – Native Advertising
- – Partnerships
- – Experiential Marketing
Most importantly, this doesn’t just go for digital media. Get your catalog in-home by June 21; send your Direct Mail piece by June 24. Then, get your next pieces in the mail by August 12, tying these drops to your digital marketing efforts in Search and Social Media.
Stay tuned for our recommendations for marketing during the Presidential Election! We’re here to help drive your omnichannel strategy forward.
Sources: Epsilon, eMarketer, LinkedIn