Marketing

A Beginner’s Guide to Choosing the Right Options

When it comes to performance-driven direct mail, understanding the nuances of postage is essential for success and optimized ROI. From marketing mail to first class postage and everything in between, there are numerous postage options to consider.

So, whether you’re a novice getting ready to launch your first direct mail campaign or seeking confirmation on your current choices, this blog will help demystify the various types of postage and enhance your postage savings and optimization.

Defining the Different Types of Postage

When it comes to direct mail, there are two main postage types that require consideration: marketing mail and first-class mail.

Marketing mail is commonly used for bulk mailings of advertising materials, giving businesses and organizations a way to send non-urgent, promotional, and informational materials to a large audience at discounted rates.

With that in mind, it’s important to remember that marketing mail consists of two primary types: non-profit mail and standard mail. Non-profit mail is used by organizations holding tax-exempt status like charities, religious groups, and educational institutions, aiming to raise awareness, garner support, or advocate for a cause. In contrast, standard marketing mail refers to promotional material sent by other businesses to potential customers, often highlighting products, services, or special offers to drive sales and foster brand loyalty.

First-class mail, on the other hand, offers expedited delivery for letters and postcards, with a discounted option called presort first-class that streamlines processing by bundling first-class mail by zip code, ensuring prompt delivery without compromising on quality.

Understanding Timelines and Strategies

Understanding timelines and predicting in-home dates is crucial for direct mail campaigns. For example, if you’re sending postcards with coupons or letters with urgent announcements, opting for first-class postage ensures prompt delivery, capturing your audience’s attention when it matters most.

General timelines to keep in mind when selecting postage types include:

  • Standard Marketing Mail: 5-14 business days
  • Non-Profit Marketing Mail: up to 20 business days
  • First Class Mail (including presort first class): 3-5 business days

However, it’s important to remember that packages take priority over letters, especially during peak seasons, where ideal in-home dates significantly affect campaign effectiveness. As a rule of thumb, starting November 1st, switching to first-class postage is advisable to ensure timely delivery, while tax season represents another busy period requiring careful consideration of postage options.

Postage Pricing Considerations

While direct mail is a powerful marketing tool, we know postage costs can be substantial. Selecting the correct postage and working with a direct mail partner that uses proven strategies like saturation, trucking, and co-mingling to lower postage costs are imperative, regardless of your marketing budget size.

Standard marketing mail typically costs $0.41 per piece for letters (prior to potential discounts), with non-profit organizations potentially benefiting from rates as low as $0.23 per piece (prior to potential discounts), provided they have a corresponding classification number registered with the post office.

In the realm of first-class mail, various postage options entail different pricing structures. Presort first class typically costs $0.62 per piece, but to qualify for this discounted rate, all print components such as mailing addresses and barcodes must be properly printed on the piece. Mail pieces using meter postage, which involves printing and timestamping the postage using a postage meter, incur a cost of $0.69 per piece. Conversely, first class mail with a stamp or indicia—a printed marking indicating prepaid postage—costs $0.73 per piece. 

Finally, first-class postcards that are 6”x9” or smaller mail at a lower rate of $0.41 per piece, making it a cost-effective, yet still impactful alternative.

Important Requirements to Keep in Mind

Each type of mail carries specific guidelines for postage requirements.

To qualify for marketing mail postage rates, USPS mandates a minimum of 200 pieces, though aiming for 250 allows for addressing inaccuracies and duplicates. Additionally, each piece can weigh up to three ounces before added postage fees are incurred.

For non-profit organizations, obtaining non-profit postage pricing needs registration and acquisition of a corresponding classification code from the postal service.

Finally, first-class presort pricing requires a minimum of 500 pieces, although we recommend 550 to accommodate inaccuracies, with each piece allowed to weigh up to three and a half ounces before incurring added fees.

Final Thoughts

Mastering the art of postage and cost-saving strategies can make or break your direct mail campaigns. By understanding the nuances of each postage choice and collaborating with direct mail experts like Strata to implement strategic approaches to timing and cost management, you can unlock the full potential of your campaigns and achieve impactful, performance-driven results.

Looking to strategize your next direct mail campaign and select postage options that work best with your goals? Contact us today to connect with an expert.

Getting the Results You’re Looking For

Writing direct mail content may seem fairly simple, but in reality – it takes planning, drafting, and analysis to yield results. If you’re hoping to create concise, creative, and intriguing copy for your next direct mail campaign, follow along as we lead you through the top tips, from knowing your audience to crafting appealing incentives.

Know Your Recipient

Before even beginning to craft a direct mail piece, it’s pertinent you know who you’re sending to. Not just the list of contacts – but who they REALLY are. Their geographics, demographics, and even their psychographics. Learn about them through surveys, by research into customer trends and data, through your team (especially customer service), and so on. There are many steps you can take to get to know your current and potential audience – but make sure you take one of them before writing. The more you know about who you’re sending to, the better you can cater your content. And, keep in mind that using this understanding to not only cater – but personalize, is key.

Keep it Short & Simple

When it comes to direct mail, you want to keep text as short and simple as possible. These days, viewers have fatigue from constantly being bombarded with promotional content. Not only are they sometimes too tired to look at an ad with minimal text, but they’re also surely too tired to read large blocks of content. Keep your piece at a maximum of 3-4 sentences, with 20-25 words per sentence (if possible). Show the reader (that you know and care for according to step one, above) respect their time. Make it easy with bullet points, text hierarchy, and so on to help guide the viewer along a path.

Be direct and avoid the fluff. Direct sentences not only show respect for the viewer’s time, but establish more trust and in turn, authority, as you’re not being wishy washy or trying to confuse the recipient. Additionally, only be repetitive in your text if it’s meaningful and helpful to the overall message.

Lastly, and this one’s important – only include what’s necessary. If more information must be provided, lead the recipient to a QR code or a URL with additional content.

Write Intriguing Headers & Sub-Headers

Even if the recipient doesn’t care about your direct mail – they’re still going to (very likely) read the headline. So, make sure it’s an intriguing one, as it could make or break your piece. And make sure it’s legible and appealing, and that it tells your recipient exactly what they should expect from your mailer.

Include a Clear Call to Action

The call to action is what you want the recipient to do, and it should be obvious. This is just as important, if not more important, than the header of your piece, and many of the same rules apply to writing it. It’s important to not only make sure it’s intriguing, legible, appealing, and concise, but to include it on both sides of the mailer (if possible). You should also try to create FOMO (the fear of missing out) through a sense of urgency or scarcity. For example: “Only 20 spaces left” or “Expires in 30 days!”.

With that said, keep in mind that you should only have one call to action on your piece to not confuse the reader and make sure they know just what action you want them to take.

Incentivize

Although not always needed, incentives can be very effective when it comes to direct mail. Including a discount or exclusive opportunity can entice the reader to act, or at least finish reading the copy or flip the mailer over.

Incentives can contribute to something we touched on above, FOMO, by making the recipient feel that the mailer is exclusive and that they’ll miss out if they don’t take the next step or keep the piece handy. Like the call to action, it’s best to include the incentive on both sides.

One additional benefit to incentives? They’re great for tracking. For instance, if someone uses a discount code or coupon, you can easily tell if the campaign effectively caught their attention.

Show Proof

Including a review or testimonial on your mail piece can often increase credibility and show you have loyal, happy customers.

If you’d like to take an even easier route, simply including a recognizable, associated logo or a star rating can show your expertise and credibility and can quickly build trust.

Proofread

Even if you have amazing, well-crafted, direct content and beautiful design – if there’s even just one or two errors on your mail piece, your credibility goes down immediately.

With that said, make sure you have at least a few proofreading eyes on your piece (or even utilize a tool like Chat GPT) before sending it out.

Think Through the Format

It’s important that the right copy be in and on the right format – whether that’s a classic postcard, package, newsletter, flyer, brochure, dimensional mailer, or something else. But keep in mind – just because your mailer is bigger, doesn’t mean you should fill it all up with more even copy. Like we said before, short, sweet, and to the point is best.

Design with Purpose

We’d be remiss if we didn’t remind you that design is just as important as the copy when it comes to direct mail. Be sure to think through branding, colors, textures, graphics, images, and so on to make the best impression and appeal to your audience.

With that in mind, are you to send carefully crafted, effective direct mail pieces that include concise copy and enticing CTA? We’d be happy to help you set up and execute your next performance-driven campaign. Reach out to the experts at Strata.

In a world dominated by digital interactions, a variety of businesses (especially grocers and retailers) are rediscovering the enduring impact of direct mail on customer engagement. Furthermore, businesses are catching wind that direct mail is where tradition meets innovation for loyalty campaigns. In this blog, we’ll delve into the strategic use of direct mail as a powerful tool for crafting and enhancing loyalty program marketing campaigns, and we’ll also be examining how its unique attributes can cater specifically to the needs of those in the grocery and retail sector. From creating tangible and personalized connections to celebrating customer milestones, we detail the diverse ways in which direct mail can shape a memorable and targeted loyalty campaign experience.

Benefits of Direct Mail for Loyalty Campaigns

Tangible and Personalized

Generally, direct mail can establish a tangible and personalized connection with each customer due to its physicality, elevating the overall customer experience and enhancing memorability. Unlike digital interactions, receiving and opening mail adds a sensory dimension to the engagement, making it more immersive. This tactile experience, coupled with personalized content tailored to individual preferences and purchase history, can foster a deeper connection and strengthen the emotional bond between customers and loyalty programs.

Highly Targeted

Direct mail enables precise targeting by leveraging customer purchase history, preferences, and demographics. This capability enhances the relevance of loyalty program messaging, ensuring that the content resonates with each individual recipient. By tailoring campaigns to specific characteristics and behaviors, companies can deliver personalized and meaningful communications, increasing the likelihood of customer engagement. The precision of direct mail targeting not only introduces the loyalty program effectively but also ensures that the message reaches the right audience with maximum impact.

Engaging

As touched on above, the targeted and tangible nature of direct mail prompts customers to actively engage with campaign messaging, and – even better, redeem their loyalty points. The physical presence of loyalty program materials can enhance the customer’s inclination to participate, and this active engagement, stimulated by the personalized and tactile aspects of direct mail, can contribute significantly to the success of your loyalty initiative.

For more retail marketing ideas, click here.

Common Strategies of Direct Mail for Loyalty Campaigns

Updates, Reminders, & Thank-Yous

Direct mail keeps customers engaged in loyalty programs through timely updates, personalized thank-you notes, and strategic reminders. It also provides customers with information about their loyalty points, program changes, and new features, ensuring they’re consistently informed and engaged.

Personalized thank-you notes sent via direct mail can create a memorable and emotionally resonant experience that strengthens the customer’s connection with the company and its loyalty program. Additionally, businesses can send timely reminders about upcoming expiration dates of loyalty points, encouraging customers to seize the opportunity to redeem their rewards before they expire.

Milestone & Exclusivity Incentives

Direct mail can reinforce customer loyalty through thoughtful celebrations and exclusive privileges. By celebrating customer milestones, such as reaching specific point thresholds, celebrating birthdays, or even acknowledging anniversaries of first purchases, businesses can add a personal touch. These are often accompanied by extra incentives to further encourage ongoing loyalty, such as a free gift or discount.

Direct mail’s also an ideal platform for announcing exclusive sales and events, offering customers early access and special privileges linked to their loyalty status. This not only fosters a sense of VIP treatment but also actively encourages customer participation.

Direct Mail for Loyalty Campaigns, In Action

Executing a successful loyalty campaign that includes direct mail involves implementing key strategies to enhance customer engagement and overall effectiveness. So, what’s the process here at Strata? Below you’ll find what we consider most important:

Personalized Content

Incorporating personalized content and utilizing customer data – such as addressing customers by name and tailoring messages based on their purchase history, preferences, and loyalty status.

Marketing Mix Integration

Integrating direct mail into the overall marketing mix for your loyalty campaign is often crucial for success. Most of the time, coordinating direct mail with digital and other marketing channels amplifies the impact.

Testing and Optimization

Implementing a testing and optimization strategy for any direct mail campaign helps companies refine their approach over time. A/B testing different elements, such as messaging, design, and incentives, can allow for identification of the most effective strategies for engaging customers and driving loyalty.

Before following the strategies and practices above, companies should understand the audience they’re targeting, what their goals are for their rewards and loyalty program(s), and what they want out of their customer loyalty marketing campaigns. With that said, it’s very likely the campaigns will benefit from personalized content, streamlined workflows, and integrated direct mail. With the use direct mail, grocers and retailers alike can create a targeted and memorable experience for their loyal customers. Contact Strata today to explore how our expertise can help take your loyalty or rewards program(s) to the next level.

As we’ve noted in other blogs, and tell our customers day in and day out – asset management is key to business success and reputation management. Not only is it key, but poor asset management can truly be the downfall of your marketing, and even of other aspects of your company. Asset management isn’t just the use of the right logo or letterhead. It’s fully utilizing all of your available, valuable content and resources across the board to get the most out of your messaging and produce the highest possible ROI. Failing to use materials isn’t just a waste – it’s a loss! In this blog, we’re outlining the real cost of poor asset management, and what leads to it.

What is Asset Management

When it comes to business marketing and communications, asset management is the organization, distribution, and utilization of all marketing and communications resources, from logos to sales sheets. It’s the process a company uses to execute, keep track of, and share resources that are pertinent to a company’s proceedings. If you’re interested in further understanding the importance of asset management, feel free to check out our blog “Managing Your Marketing Assets to Protect & Reinforce Your Brand”.

How Does Poor Asset Management Happen?

Bad asset management can happen, and continue to happen, for a variety of reasons. Here are the most common ones:

Too Many Communication Channels

When too many channels are used to communicate, distribute, use, and edit materials, it can be really confusing for your team! This confusion can cause a loss in productivity. Plus, when there are several versions on numerous channels – it’s easier to make mistakes and share or use the wrong materials.

Lack of Processes/Organization

As you may know, when it comes to many business practices, SOPs are vital, and asset management is no exception. If your company doesn’t have a system of processes for managing marketing and communication assets, how can employees be expected to know about materials, and to use the right materials? With SOPs, employees know what to use, when to use it, how to use it, and so on (and don’t have to play any guessing games). When employees have to guess and search, a lot of valuable time gets wasted (and, as you know, time = money).

Additionally, SOPs for the actual naming and organization of assets is just as important – as files can be labeled and sorted in a way that makes them easier to find.

No Versioning Control

If how you create, edit, update, and delete asset versions is not communicated and well-established, the wrong versions of marketing assets end up getting distributed and used.

Additionally, if there’s no standard for when assets get thrown out, things can get trashed too soon – causing a huge time waste of having to recreate already-created materials.

Using a Bad Platform (or No Platform at All)

It’s important that employees are able to find what they need, and that it’s easy for them to create, manage, and adhere to processes, communication, and organization. Sometimes, it’s not within budget to have a specific employee managing and creating these processes, and even if your company does have the money for this – one person likely doesn’t have the bandwidth to manage it all. We’d recommend an asset management platform, like the ones Strata creates and customizes, to store and distribute your company’s assets.

No matter what platform you choose, make sure it makes sense for your company’s individual needs, as they likely don’t call for a one-size-fits-all approach!

Costs of Poor Asset Management

As noted above, bad asset management can cause a variety of unwanted, unnecessary costs for your company. Let’s discuss some of the big ones.

Money

Of course, we’d be remiss to talk about how poor asset management can cost you, in general, lots of money – impacting your bottom line. “51% of marketers waste money producing or recreating assets that go unused because people don’t know they exist or can’t find them. In addition, 46% waste time downloading and uploading assets into different tools.” – Demand Metric.

Additionally, turnover is more likely to increase if employees feel confused, out of control, and lost, and it becomes more difficult to keep good talent (which you can’t truly put a price on). This difficulty hiring and keeping employees also impacts all the expenses used to hire – from recruitment and onboarding to training and corporate culture.

Lastly, when assets are unorganized, it’s much harder for teams to accurately measure the ROI of marketing materials. In turn, teams waste time making materials that don’t produce ROI, or miss out on creating materials that would be highly impactful.

Time

As mentioned above, poor asset management causes confusion and reduces employee productivity. Tons of time gets wasted when employees can’t find materials, or when employees are forced to frequently fix mistakes and re-create. Poor asset management often causes a lot of additional, unnecessary effort from the marketing team, who are more likely to create duplicate content due to a lack of organization.

Credibility

This one is fairly self-explanatory, but can be highly detrimental. If assets are unorganized and poorly managed, and wrong or old materials are distributed, customers are more likely to lose trust in your company. Inconsistency in messaging and branding can even cause and otherwise happy customer to begin to lose faith in your business.

Inability to Scale

If assets and materials are well-communicated throughout an organization, scaling to support new verticals and brands is much easier and more seamless. But, if your assets and materials are poorly stored and not up-to-date, new pieces often require starting from scratch – or at least close to it. Poor asset management makes it almost impossible for marketing teams to quickly adapt to meet changing business needs.

Opportunity Costs

Last but definitely not least, if an organization’s teams don’t have the right assets for sales, customer service, recruitment and other initiatives, opportunities get missed.

Speed is especially important when it comes to sales and conversions. If your team doesn’t have the right materials and assets right away, your competitors will win customers over.

And, when it comes to other departments, such as marketing, if your team doesn’t have the right assets to create, for example, an on-the-fly email or a quick social media post, they may miss opportunities to join the conversation, send news of a last-minute promotion, effectively manage your company’s reputation, and so on.

Interested in better managing your assets and avoiding the above costs? Contact our team or visit our Integrated Marcom Tech page for more information.

A Look Into How Physical Assets Can Support this Digital Space

In an era dominated by the digital age, it’s tempting to cast aside marketing strategies that predate this revolution. However, as we notice a constant influx of digital marketing tactics bombarding consumers, it raises the question: do tangible assets still capture the most attention? Our belief is a resounding yes, especially when considering the distinct advantages, they now offer in this digital age.

Personalization in Direct Mail:

In today’s digital landscape, personalization is key for email and SMS strategies, but it’s often overlooked in direct mail. However, we have the technology to mass-produce personalized direct mail, including names, addresses, and tailored content. Why does this matter? In a digital age, personalized direct mail stands out, especially since there’s been a decline in traditional mail volume, resulting in less mailbox clutter. This presents a unique opportunity to make a significant impact in an uncrowded market. Personalized direct mail enhances customer satisfaction, encouraging recipients to engage with the content and respond to the call to action.

Personalization for Abandoned Carts:

Personalization is a powerful tool when it comes to re-engaging consumers with their abandoned shopping carts. It demonstrates your thoughtful consideration of their needs and fosters a stronger connection between your company and the customer, motivating them to take action.

Moreover, pinpointing the specific reasons behind cart abandonment empowers you to address these concerns directly and strategize for the future. Common issues include pricing, lack of information, and confusing UX/UI. Once you’ve identified these concerns, you can tailor your approach accordingly.

In our experience, the majority of abandoned carts are due to price concerns. One effective method for cart recovery is strategic incentivization, such as offering discounts or free shipping to ease the purchase burden. To reignite overall customer interest, emphasizing the benefits of your products is key. Remind customers why they were initially drawn to your offerings and how they can enhance their lives, providing the motivation to complete their purchase.

However, it’s important to tread carefully with personalization. Some recipients may find overly detailed personalization intrusive. Avoid including information that may seem too personal, especially in the context of showing up at their doorstep, as not everyone is well-versed in data and tracking practices. 

Effective Direct Mail Strategies for Abandoned Carts:

When it comes to effective direct mail strategies for addressing abandoned carts, retargeting technology stands out as a top contender. Research suggests that it often takes approximately eight touchpoints with a consumer before securing a sale. Custom retargeting technology, such as dynamic QR codes, plays a pivotal role in streamlining this process. These codes bring customers back into the digital realm, allowing you to track their interactions through direct mail and make informed decisions on your next steps.

Timeliness is a crucial factor in implementing direct mail strategies for abandoned carts. It’s essential not to let too much time elapse; the most opportune moment to re-engage is in close proximity to when the cart was initially abandoned.

In crafting your direct mail content, focus on creating engaging copy and compelling calls to action (CTAs). Using concise yet enticing language helps convey your message effectively and seamlessly tie it into your ask. After all, the primary goal of sending this mail is to reconnect the individual with the product at hand.

Lastly, remember the importance of adaptability and customization in these strategies, as their effectiveness may vary depending on the industry and product characteristics.

Combining personalized direct mail with digital marketing can be tricky, but surely it is a winning strategy. If you’re ready to enhance your marketing strategy, contact us today for expert consulting in direct mail marketing and optimization. Let’s drive results together!

A Smarter, More Strategic Approach to Direct Mail Targeting

We love talking with our customers—especially when those conversations challenge us to dig deeper into the why behind our work. Lately, we’ve been having some great discussions around data—what makes it valuable, and how it impacts campaign performance. One thing is clear: in direct mail, data is everything. And when it comes to data, we’re not focused on the most. We’re focused on the best.

Our Data Philosophy: Precision > Volume

Direct mail isn’t the cheapest channel—but it is one of the most effective. In fact, 61% of consumers say direct mail has influenced a purchase. And while an email’s lifespan is just a couple of seconds, direct mail sticks around—an average of 17 days. It’s tactile, visible, and more trusted.

But even the most eye-catching mailer won’t work if it lands in the wrong hands. Great creative still needs great targeting. That’s where data quality comes in—and it’s why we believe in reaching the right people, not all the people.

Our focus is on performance, not padding your list. While others may prioritize volume, we’re here to help you generate real results—and long-term ROI. That means more precision, less waste, and a better experience for your audience.

Why Fewer Contacts Can Mean Better Results

When we deliver data for a campaign, our lists may be smaller than what you’d get from others in the industry—and that’s intentional. Here’s what we don’t do:

  • We don’t overload you with contacts who won’t convert.
  • We don’t push volume at the expense of targeting.
  • And we don’t waste your budget sending mail that ends up in the trash.

Instead, we give you a list built for impact. Every name has been vetted, verified, and strategically selected—so your message reaches people who are more likely to engage, respond, and convert. It’s not about quantity. It’s about outcome.

So next time you see a massive prospect list, pause before you’re impressed. Ask: Who are these people? Do they align with my goals? Will they actually respond? If the answer is “probably not,” then more is just more—not better.

Why Our Data Delivers

At Strata, we’ve spent decades fine-tuning how we source, clean, and curate data. Our team works with trusted providers and continuously evaluates every input for relevance, accuracy, and performance. We don’t set it and forget it. We actively optimize.

Like everything we do, our data strategy is built on flexibility, responsiveness, and results. Because we know that successful direct mail starts long before the press runs—it starts with the right list.

Looking for a smarter approach to direct mail? Let’s talk.
Contact us to learn how we can help you get more from your data—and your campaigns.

Why They’re Not (at All) the Same

Sometimes direct mail gets a bad rep. Why? Because it’s commonly mistaken for junk mail. But other than being mail, these two have nothing in common. Direct mail only falls into the category of junk mail when it’s poorly executed. When done right, direct mail targets, entices, and benefits a specific customer. Someone, who through market research, is most likely in need of your product or service. It’s designed with purpose in mind, is backed by research and data, drives audiences with calls-to-action, and is highly customized and personalized. Take a quick read to further understand how direct mail differs from junk – and why it should be a key part of your company’s marketing strategy.

Direct Mail Starts with a Good List

The biggest difference between direct mail and junk mail is a good list. A list that’s backed by data, and one that targets the right people – not just any people. Before making an effective, comprehensive or specified list, first review the mailing lists you currently have. Who are you sending mail to? Who have you sent to in the past? Are they the right audience(s)? Are there more audiences (or more specific audiences) you should be targeting?

A wrong list will fail to target those who’d be interested in buying from you, and will often also target those who’d have no interest at all (cough, cough – junk mail). For example, sending “get 10% off your first order with us” to a loyal customer, or even worse, trying to sell meat to a vegetarian. Junk mail goes to anyone and everyone, and often with irrelevant and impersonal information. Plus, it’s often a waste of money, as many of those unspecified and uninterested customers will throw your mail out without a second thought.

In contrast, direct mail is sent to people in data-driven lists, and with messaging that makes sense for their specific customer profiles. Compiling this strategic list makes all the difference in targeting the right customers and catching their attention. Direct mail, unlike junk, is sent to direct people for direct reasons. In fact, 42% of recipients read or scan direct mail that’s relevant to them.

Types of Direct Mail Lists

Direct mail lists come in many forms, so it’s good to take a look at them all before deciding what will work for your company and its marketing needs. Here are the 4 most common ones:

House List: A list you’ve collected on your own time of prospects and customers you’ve made connections with. People on this list are likely to respond, because they’ve already responded to previous offerings.

Response List: A list you’ve put together of people who’ve responded to and reacted to your outreach before. Whether they’ve purchased something or have asked for more information, these people have some level of interest in your offerings.

Compiled List: A list of candidates that went through screener questions and possessed a characteristic or set of characteristics you searched for. These characteristics are fixed, and are most commonly age, gender, location, or income level.Another characteristic could be new movers – those who just moved in and are looking to become loyal customers of your services.

Segmented List: A list curated through a high-tech analysis platform that defines key prospects. This type of list accesses information far beyond age, income, and gender, and gives you the ability to micro-target your market for more extreme results and higher ROI. This type of targeted list also helps you avoid sending to “do-not-mail” contacts.

Direct Mail Has Personally Relevant Messaging

After you decide on a list, the next step is deciding on the right messaging. Direct mail isn’t just about knowing who to send to, but how to speak to them to get them to notice, develop interest, and potentially buy from you. Look into your customers’ buying habits. What entices them? What offerings are they most interested in? And, how can you best reach them? Knowing the proper way to connect with your current and potential customers will help your mailer stand out. Don’t just use a cheesy, typical slogan or generic text. Craft words that highlight who you are, what makes you unique, and why they should use your surfaces or buy your offerings (over others). Make your mailer personal by adding their name, incorporating content that makes sense to their age and other demographics, and including offers applicable to them. Lastly, a clear call-to-action can educate the recipient in how to respond in the most efficient and convenient way possible.

Direct Mail Has Purposeful & Impactful Design

Lastly, once you’ve crafted effective messaging, design your mailer with intentional and engaging visuals. Make sure you’re thinking through the following key design aspects:

Sizing: Think about what size mailer makes sense for your audience, and what will help yours stand out in the mailbox among others. And, in terms of font size – think over what message is most important to get across. Use sizing hierarchy to emphasize words like “free” or “grand opening”.

Layout: Always consider how you want the viewer’s eye to be lead across your mailer. One good technique is the “s-curve” layout – which leads the eye down and across by using imagery on the left and words on right, or a similar variation.

Graphics: Using unique and eye-catching graphics is a great way to make your business stand out from the rest. Be sure to use high quality images as well as consistent branding elements – such as a logo, fonts, colors, and textures. And, go further by using variable images depending on who’s receiving the mailer to make it resonate with the viewer.

Color: Pops of color are also a great way to spice things up – especially when they’re not expected, or to emphasize a call to action. For example, use pops of color on new services, departments, or special offers, or to emphasize a QR code.

Altogether, the key to good mailer design it to ensure it resonates with the customer and emphasizes who you are and the message you’re trying to send.

Now that we’ve gone through what makes direct mail, well, direct – we hope you can see that it is drastically different than unsolicited junk mail. If you’re looking to make a change with your direct mailers or simply want to learn more, contact Strata’s experts.

Capture Loyalty from the First Hello

Over 40 million people move each year in the U.S.—that’s more than 13% of the population, and every one of them needs to build new routines, find new services, and establish new brand loyalties. For businesses looking to grow, this isn’t just a data point. It’s an opportunity.

At Strata, we help businesses harness the power of direct mail to reach new movers at precisely the right time—when they’re ready to discover, decide, and commit. Let’s walk through how to build a smart, targeted new mover campaign that delivers results you can see (and measure).

Why New Movers Matter

New movers aren’t just potential customers. They’re high-intent buyers in active decision mode. In fact:

That kind of openness—and spending power—makes new movers one of the most responsive and valuable audiences for direct mail.

The Move Timeline: Timing Is Everything

When you reach someone matters almost as much as how you reach them. Here’s how buying behavior shifts before and after the move:

Pre-Move: Planning & Purchasing

Before the boxes are even packed, movers start making critical purchases—home improvement items, storage solutions, cleaning services, and more. Targeting during this phase lets you offer timely solutions that reduce stress and make life easier.

Post-Move: Urgent Needs & Routine Building

Once the move is complete, spending accelerates. Movers prioritize essentials like grocery stores, healthcare, utilities, and nearby services. It’s a crucial window to introduce your brand and become part of their new routine.

Direct Mail: The Most Trusted Channel

Nothing builds credibility quite like a well-timed, well-designed piece of direct mail. In fact:

Direct mail is tactile, memorable, and most importantly—timely. It reaches people where they live (literally), and when paired with smart data and segmentation, it speaks directly to what they need.

Make Your First Touch Count

The key to successful new mover outreach? Make the first impression a lasting one. Your mailpiece should:

  • Welcome the recipient to the neighborhood
  • Clearly explain your value
  • Offer a relevant incentive (think: BRCs with discounts or free trials)
  • Encourage response or engagement right away

Need a measurable way to drive ROI? Include a Business Reply Card (BRC) or use a trackable phone number or QR code. The more seamless you make it for them to respond, the more likely they are to take the next step.

Build Relationships That Last

New mover marketing isn’t one-and-done. It’s about building trust over time. A strong follow-up cadence—through additional personalized mail drops—helps reinforce your message and position your business as a go-to resource in their new community.

By planning a thoughtful series of direct mail touchpoints, you can:

  • Drive long-term loyalty and referrals
  • Increase brand recall
  • Encourage repeat interaction

Your New Mover Strategy Starts Here

Whether you’re targeting by ZIP code, homeownership status, or behavioral insights, direct mail gives you the control and flexibility to craft a campaign that truly performs. At Strata, we combine deep industry experience with precise data and fully in-house production—ensuring your message lands exactly where (and when) it matters most.

Let’s turn new neighbors into new customers. Reach out today to learn how Strata can help you create a high-performing new mover campaign that delivers measurable results—no guesswork, no middlemen.

The 9 Most Unique Ways to Use Print in Your Marketing

Over the past two weeks, if you’ve been keeping up with our blog, you’ve gotten the chance to hear about the true power print holds. We’ve shared why print is still so powerful in today’s marketing world, as well as tips and tricks on how to improve your current print marketing practices. Print is trustworthy, cost-effective, results-driven, and sticks with customers, and we’re here to show just that. For our final blog of The Power of Print series, we’re taking you through the 9 most unique (and powerful) ways your company can use print marketing.

1. Letters & Postcards

“Letters and postcards” can really mean a variety of things. From packages to flyers – to dimensional mailers, sending these to customers and prospects gives you a chance to include personalized messages, catered services, tailored specials and more to gain their brand loyalty and trust while breaking through the digital noise. They won’t go to waste, as 44% of customers visit a brand’s website after receiving direct mail marketing.

2. Newsletters & Updates

You may already be sending out an e-newsletter or monthly updates to your customers to keep them in the know, advertise new products and services, and send upcoming company and event information. Why not switch it up and give them a surprise with a printed version every so often? For printed newsletters or update materials, you can choose from a wide range of materials, layouts, shapes, and sizes to share your company’s news in a fun, eye-catching, and creative way. 

3. Business Cards

Business cards have been around for years, and there’s a reason they’re still used currently, despite all of the digital options available. Not only do business cards share your contact information quickly and effectively with others, but with all of the print options of today, they give you a chance to further show your brand’s quality and creativity. Unique and eye-catching business cards will always be great tools at networking events and social gatherings, and are a great way to stay on the minds of potential customers.

4. Loyalty Cards

This simple yet powerful tool will keep your customers coming back and get them excited to do so. Using loyalty program pieces or punch cards with your logo and brand is a great way to advertise and market your business, its products, and its services. Even better – make these cards super quick and easy to use by including a QR code that tracks customer purchases. Studies have shown that up to 64% of small businesses that have implemented a customer loyalty program have found that the program earns the business more money than it took to create – so get the most bang for your buck with this simple and effective print marketing piece.

5. Posters, Flags, & Banners

Posters, flags, and banners are physical marketing pieces that are so large that you can’t really ignore them. These are great advertising options because of their scale, cost effectiveness, and longevity. Use them in store, hang them in your windows, post them around town, hang them up at a tradeshow – over and over again. Spend a bit more on print quality, and you can use them for years to come.

6. Promotional Products

These non-paper items are a great print option that not everyone always thinks about. Almost every household in America has at least one magnet on their refrigerator – so, let’s make sure that one magnet promotes YOUR business. Or, place your logo and a unique design on a sticker to go on a laptop, water bottle, or phone case. Whatever makes the most sense for your audience, print it. If they like it enough and use it, you’ll get some free marketing promotion as they sport your company t-shirt, use your branded water bottle, or share your logoed hand sanitizer. Hand out these promotional items at trade shows and events, send them in the mail, or give them out as a parting gift after face-to-face meetings.

7. Calendars

Printed, branded calendars are a great opportunity to showcase your brand or products – for 365 days of the year. Offering these to clients and potential customers is a great relationship starter, and since calendars are usually front and center on desks and office walls, your company’s name has a higher chance of being remembered.

8. Brochures

Probably one of the most well-known ways to share company information, a brochure is a quick and traditional piece to remind customers of what you represent and what you have to offer. 48% of people retain direct mail for future reference – so sending them a brochure ensures that they can go back to your company information any time they’d like. Furthermore, brochures are versatile. They can be sent out, placed in establishments, or handed out at events. There are endless places and ways to get brochures circulating to share your brand and offerings.

9. Catalogs

The catalog has come a long way, and in today’s digital world, it’s much easier to design and print. The catalog is an extremely budget friendly way to share your products, and, like other print materials, it’s a great way to show your company’s quality and care by using thoughtful paper, color, and texture choices. It’s also a unique way to stand out among your competitors, and again, break through the digital noise of today.

Looking for ways to incorporate the power of unique print into your next marketing campaign? At Strata, we’re print experts (it’s in our DNA) and we’re ready to help! Contact us today to start brainstorming your next eye-catching print project.

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