SG360° Study Confirms Preference Among Marketers and Consumers for Targeted, Relevant Direct Mail (piworld.com)

Catalogs are a tried-and-true instrument in a marketer’s toolbox delivering an in-depth product experience right to any home or office door. With the rise of the digital age, many thought that e-commerce would supplant catalogs, but the opposite has been true. Catalogs continue to hold their own as a marketing channel operating steadily alongside its digital brethren. Catalogs originated as a method to communicate product availability and highlight new goods. Now a company’s website functions in the same capacity and in real-time. Catalogs of today have evolved to serve as a means of inspiration, allowing consumers to visualize products in real-life situations with thoughtful detail and narratives. They also allow brands more room to tell their story and gain consumer trust. This can occur because, unlike the more frenzied pace of online shopping, catalog readers spend between 15 minutes to 30 minutes turning the pages and catalogs are retained for several weeks as a reminder to place an order, shop online, or visit a store. The staying power of catalogs owes itself in part to online shopping, as the two have formed a symbiotic relationship. A printed catalog allows companies to bridge the physical and digital marketing space that can still be targeted and measured.

Catalogs aren’t what they used to be – they’re better than ever (or at least the great ones are). Gone are the days of bloated spreads crammed with product after product, trying to fit an entire inventory between the front and back covers. Space has opened up, boundaries are being pushed, and perhaps most importantly - stories are being told. The changes have been driven by one key factor: consumer expectation. Between overflowing inboxes, targeted algorithms, and a mailbox full of ads that no one quite remembers signing up for a successful catalog today has to disrupt, delight, and drive. Stand out in the mail, tell an interesting story that’s beautifully arranged, and drive consumers to make online purchases. At the core of every campaign and behind every functionally aesthetic layout, is one essential ingredient – copywriting. learn more at: https://www.jschmid.com/blog/disruptive-catalogs-part-3/

Rising postal rates pose a significant challenge for industries that rely heavily on direct mail. However, increased costs don’t have to spell the end of your direct mail strategy. With a few strategic adjustments and considerations, brands can offset these higher rates while continuing to achieve their marketing goals. Here are some strategies to consider: 1. Optimize Mail Specifications - Postal rates often vary based on the size, weight, and format of your mail. By designing your mail pieces to fit cost-effective dimensions, you can reduce postage expenses. 2. Purchase Paper Directly from Midland - Paper costs can make up a significant portion of your direct mail budget. One effective way to manage these costs is by purchasing paper directly from Midland. 3. Utilize Postal Discounts and Programs - Take advantage of postal discounts and incentive programs offered by postal services. For example, USPS often has promotions that can help reduce costs. 4. Test and Analyze Campaigns - Regularly test various aspects of your direct mail campaigns—such as design, copy, offers, and targeting criteria. Use the results from these tests to refine and optimize future campaigns. 5. Invest in High-Quality Creative - Eye-catching, high-quality designs can significantly boost response rates. Unlike website or email designs, direct mail benefits from professional, compelling visuals and copy.