Mail Something


Print is the effective, efficient way to get through the clutter.

Written By: David Nisley

Updated on March 26, 2021.

Last Christmas, my six-month-old kid got something from Amazon. That alone isn't significant, since we receive packages from Amazon all of the time. It is significant, however, that Amazon had mailed a catalog. An old-fashioned, printed-on-paper catalog. Each page had bright pictures, QR codes to learn more and, instructions to add these life-changing items to a wish list. As a parent, I was overwhelmed. As someone who works in marketing, I was fascinated.

 

This catalog wasn’t a random printing job. It was planned, designed, and shipped in such a gloriously strategic way that I’m writing about it a year later.

Well done, Amazon.

It is undeniable that technology has changed how businesses communicate with their customers. Sometimes, that communication includes mailing something.   

In a world filled with advertisements, it’s a privilege to get a few moments of attention. (Honestly, I’m thrilled you’ve scrolled this far!) Old-fashioned mail is a direct way to share information about an upcoming event or encourage someone to visit a website. Here are three reasons why you should learn from a tech giant like Amazon and consider using direct mail as part of your marketing strategy.

You can't ship a puppy, no matter how cute he is. You can ship chickens, but...

Three reasons to consider mailing something.

1. Cut through the clutter.

Life is already overflowing with coupons, newsletters, and ads.

Mailing something reaches a goal that's becoming harder to ensure: Your message gets attention. A study by the U.S. Postal Service found that 98% of consumers bring in their mail the same day it’s delivered, with 77% of them sorting through their mail immediately!

Sorting mail requires attention, even if it's for a brief amount of time as someone decides what to do with their new postcard. But that decision requires someone to look at your logo, at least a few of your words... This is a precious opportunity that might not happen if your message is only on social media buried by a few days of cat videos and dinner recipes.

2. Give something to hold onto.

Make 'em feel something. Literally!

Whether it's a simple postcard or full-color catalog, getting something from the mailbox is a tactile experience. Direct mail can be designed so your customers not only see it but they also must interact with it. They hold it and view it and then have to decide what to do with it. The paper, colors and, fonts in your project play into that decision.

Mail ends up on people's coffee tables, counter tops, refrigerators, and walls. Why? Because print is something they can hold on to - keeping that coupon, viewing that image, being inspired by your message or perhaps even passing it along.

3. Make a connection.

Direct mail is an efficient, effective way to control your message and who sees it.

Emails might be filtered into a spam folder. Radio ads are only heard by the people listening at that exact moment. With direct mail, you know that your message will get to the target audience. What's your target audience? Great question. Sometimes, everyone in upstate New York needs to hear about your upcoming event. Sometimes, you'll want to be more strategic with the demographics.

Developing a great call-to-action, like a coupon or contest, will provide a way to measure engagement to see what works and what doesn't.

Shameless Plug

Overwhelmed like an email inbox on Cyber Monday? Don’t worry! Our marketing team’s job is to make your job easy. We’re here to design, print, address, sort, and take your mailings right to the post office. We have the tools and talent to find the most cost-effective, memorable way to get your message out to your audience. 

Utilizing Coughlin's direct mail services may save you both time and money. We can help your business qualify for better postage rates that can drastically reduce the overall cost of the job by designing each piece for exact post office standards, employing intelligent mail bar codes, and checking addresses against the post office's database.

So go ahead... mail something!

Watertown

Lowville

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Watertown, NY 13601

Store Hours

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Phone: 315-788-8560 
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Address

7602 North State St
Lowville, NY 13367

Store Hours

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Phone: 315-376-3224
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Watertown

Address

210 Court St Suite 10
Watertown, NY 13601

Store Hours

Mon-Fri 8am-5pm

Phone: 315-788-8560
Fax: 315-836-0043

Lowville

Address

7602 North State St
Lowville, NY 13367

Store Hours

Mon-Thu 9am-5pm | Fri 9am-4:30pm

Phone: 315-376-3224
Fax: 315-376-7925

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Coughlin Printing Group is the combination of people, resources and experience from the Coughlin Company, AMF Printing, Benjamin Printing and West Side Printery. Though we predominantly service Jefferson, Lewis, and St. Lawrence counties of Upstate New York, our region for both printing and website design has spread across the northeast US. We are proud of our printing heritage and the way that we have adapted to marry digital products to each of our print items.

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