Archive for category: Interesting Mailings

Spring Clean Your Marketing: Refresh, Refocus, and Reach More!

As spring rolls in and nature begins its annual renewal, it’s the perfect reminder for businesses to do some cleaning of their own—specifically, their marketing lists and strategies. A fresh, optimized approach to direct mail can breathe new life into your campaigns, improve engagement, and ultimately drive more conversions. At Zairmail, we believe in starting strong by focusing on the basics: clean mailing lists, well-crafted campaigns, and the unbeatable impact of a great strategy.

The Importance of a Clean List

Just like clutter around the house can weigh you down, outdated or inaccurate mailing lists can drag your campaigns down. If you’re sending to bad addresses or inactive contacts, you’re not only wasting money—you’re also missing out on meaningful engagement.

Now is the time to scrub your list:

Remove duplicates and invalid addresses.
Verify contact info using a reliable service or NCOA updates.
Segment your audience to tailor messaging more effectively.

A clean list ensures you’re targeting the right people, reducing waste, and increasing the likelihood that your message lands where it matters most.

Letters: A Personal, Proven Approach

In a world overwhelmed by digital clutter, personalized letters are still a refreshing and effective way to connect. A well-written letter creates a personal touch that builds trust and stands out in the mailbox.

Ideal for B2B marketing and high-value clients: Letters show effort and professionalism.
Fully customizable: Speak directly to each segment of your audience.
Tangible and trackable: Recipients open and read them at far higher rates than emails.

Whether you’re promoting a spring sale, launching a new service, or reconnecting with past clients, a letter can carry your message with authority and warmth.

Snap Packs: Speed and Impact

When time is of the essence, snap packs are your go-to tool. These pressure-sealed mailers are designed to be opened immediately, creating a sense of urgency that drives engagement.

Perfect for promotions, deadlines, or sensitive information
Fast to deploy and easy to customize
Cost-effective for large-scale campaigns

Snap packs are especially effective during seasonal shifts when consumers and businesses alike are in a mindset of action and renewal.

Strategies for Spring Success

Want to make the most of your direct mail this spring? Try these proven strategies:

Refresh creative messaging: Tie your offers to spring themes like renewal, growth, and new beginnings.
Test different formats: Compare the performance of letters versus snap packs to see what resonates with your audience.
Add a QR code or personalized URL (PURL): Drive digital engagement and make it easy for recipients to respond.
Use limited-time offers: Create urgency and motivate recipients to act quickly.

Make Spring Your Most Successful Season Yet

Spring cleaning isn’t just for closets—it’s for strategies too. By refreshing your mailing list, leaning into personalized letters, using snap packs to create instant engagement, and applying targeted strategies, you set the stage for a highly effective marketing season.

Let Zairmail help you declutter your campaigns and deliver clean, powerful messages that stick. Reach out today to learn how we can support your spring marketing goals with smart, scalable direct mail solutions.

Spring into action with a direct mail strategy that works. Clean list, clear message, strong results.

Wilson Zehr is a Direct Mail Industry Expert, Direct Marketing Specialist, and CEO of Cendix (www.cendix.com), the leading provider of Web-to-print solutions that increase sales both online and offline. He is also the founder of Zairmail (www.zairmail.com), the company responsible for many “industry firsts” in direct mail.

Click here to get a free Zairmail Sample Kit with all the information you need to get your direct mail campaigns off the ground!

April 23, 2025 / Direct Mail Letter, Direct Mail Tips, Direct Mail Tools, Interesting Mailings, Mailing Lists

Direct Mail Campaign Strategies That Actually Work

In a digital-first world where inboxes are overflowing and ads are scrolled past in seconds, direct mail has quietly become one of the most powerful marketing tools available.

Why?
Because it’s tangible. It’s targeted. And when executed correctly, it gets results.

Whether you’re reconnecting with past clients, promoting a new service, or driving leads to your website, a strong direct mail campaign can set your business apart. Here’s how to build one that not only gets delivered—but gets opened, read, and acted on.

🎯 1. Start With a Clear Goal

Before you think about the format or message, define what success looks like. Are you trying to:

Generate new leads?
Book appointments?
Promote a limited-time offer?

Every element of your campaign should support this objective—from the headline and copy to the layout and call to action.

Example:
A tax resolution firm might offer a free 30-minute IRS case review, clearly targeting recipients who need expert help right now.

👥 2. Target the Right Audience

The most beautiful mailer in the world won’t perform if it’s sent to the wrong list.

Success in direct mail starts with list quality and segmentation. Build or purchase a list that aligns with your customer profile—and then segment it based on industry, location, or service needs to personalize your messaging even further.

Example:
Let’s say you’re marketing your insurance services. You might create one version of your message for small business owners and another for individuals with no coverage. Same offer—different language and emotional hooks.

💡 3. Make an Offer They Can’t Ignore

Your offer is your hook. Make it:

Relevant
Specific
Time-sensitive

Free consultations, early access, and bonus services work well. Just make it clear what the recipient gains—and what they’ll miss if they wait.

Pro tip: Include a clear deadline. Scarcity drives action.

✍️ 4. Design for Readability and Action

Attention spans are short—even for physical mail. That means:

Clear headlines
Concise, benefit-driven copy
High-contrast colors
Eye-catching images or layout
One strong, clear call-to-action

Whether you’re sending postcards, letters, or Snap-packs, the design should support the message, not distract from it.

Bonus Tip: Personalization increases response. Variable data printing lets you customize each piece with names, cities, or even unique offers.

🌐 5. Tie It Into Your Digital Ecosystem

Direct mail works even better when paired with digital tools. Make it easy for recipients to respond:

Include a QR code that leads to a custom landing page
Use dedicated phone numbers to track response
Add a personalized URL for each campaign or region

Example:
A postcard might say:
“Scan to schedule your free consultation today—limited spots available!”
That scan leads directly to a mobile-optimized booking page. Easy, effective, and trackable.

📈 6. Track Everything and Refine

The beauty of modern direct mail is that it’s measurable.

Track:

Response rate
Conversion rate
Cost per lead
ROI

Use that data to A/B test formats, offers, and even mailing schedules. Smart marketers treat direct mail like any other channel—test, learn, optimize, repeat.

Final Word: Real Results You Can Hold

Direct mail gives you a rare opportunity in today’s fast-moving market: a moment of real attention.

When your message arrives in someone’s hand, with the right timing, offer, and follow-through—you’re not just sending mail. You’re starting a conversation that leads to results.

Need a partner to bring your campaign to life?

At Zairmail, we make it fast and easy to print and mail your materials—postcards, letters, brochures, and more.

You bring the message. We’ll handle the rest—quickly, affordably, and at scale.

👉 Get started with Zairmail today

Click here to get a free Zairmail Sample Kit with all the information you need to get your direct mail campaigns off the ground!

April 9, 2025 / Direct Mail Letter, Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Interesting Mailings, Mailing Lists

Q2 is Here – Is Your Business Ready for Growth?

As the second quarter of the year kicks off, businesses have a golden opportunity to assess their progress, refine strategies, and accelerate growth. With tax season wrapping up and fresh budgets in play, Q2 is the perfect time to engage new prospects, strengthen existing relationships, and gain market momentum. But with so many businesses vying for attention, how can you ensure your message stands out? The answer lies in leveraging high-impact direct mail formats like letters and snap packs.

Why Q2 Matters for Business Growth

Q2 is a pivotal period for businesses across industries. It offers a fresh start after the financial and operational challenges of Q1, with companies eager to invest in solutions that streamline operations, boost sales, and improve efficiency. Additionally, decision-makers are more receptive to new opportunities, making it the ideal time to launch marketing campaigns that drive conversions.

One of the most effective ways to cut through the digital noise and capture attention is through direct mail. Unlike emails that get lost in overflowing inboxes, physical mail commands attention, engages recipients, and delivers tangible results.

The Power of Direct Mail in Q2

While digital marketing continues to be a major player in business growth, direct mail remains a highly effective channel for reaching and influencing decision-makers. With open rates exceeding 90%, personalized letters and snap packs ensure your message gets seen and acted upon.

Letters: The Personal Touch

A well-crafted letter fosters trust, credibility, and a sense of exclusivity. Whether you’re targeting new customers or nurturing existing ones, a letter allows for a personalized approach that speaks directly to the recipient’s needs.

Ideal for B2B and high-value prospects: A professionally designed letter conveys importance and professionalism, making it an excellent tool for business offers, financial services, and legal assistance.
Customizable messaging: Letters allow for tailored content, ensuring each recipient receives a message relevant to their specific pain points and opportunities.
Proven response rates: Personalized direct mail campaigns have been shown to generate significantly higher response rates than generic digital ads.

Snap Packs: Instant Engagement

Snap packs are an ideal solution for businesses looking to make an immediate impact with time-sensitive offers or urgent messaging. These pressure-sealed mailers are designed to grab attention, encourage quick opening, and drive action.

Perfect for high-volume outreach: Snap packs are cost-effective and easy to scale, making them a great choice for financial services, tax resolution firms, and promotional campaigns.
Creates urgency: The tear-to-open format creates curiosity and prompts recipients to engage with the message inside.
Encourages immediate response: Whether through a call-to-action directing recipients to a website, a phone number, or a personalized offer, snap packs generate strong engagement and quick conversions.

Take Action Now

Q2 presents a critical window to refine your marketing strategy and implement high-impact campaigns that drive business growth. By integrating personalized letters and snap packs into your outreach efforts, you can effectively capture attention, nurture leads, and convert prospects into loyal customers.

Don’t let this quarter slip away—take advantage of direct mail’s proven effectiveness and position your business for success. Whether you’re launching a new offer, reconnecting with past clients, or expanding into new markets, direct mail is your key to making a lasting impression.

Ready to boost your Q2 marketing strategy? Start leveraging letters and snap packs today and watch your business grow!

Click here to get a free Zairmail Sample Kit with all the information you need to get your direct mail campaigns off the ground!

March 19, 2025 / Direct Mail Letter, Direct Mail Tips, Direct Mail Tools, Interesting Mailings

Direct Mail Marketing in 2025: How Snap Packs & Letters Can Supercharge Your Campaign!

Yes, direct mail has been a staple in marketing for decades, and while it may seem old-school, its relevance today remains stronger than ever — especially thanks to its adaptability and cutting-edge innovations.

If you’re still unsure about how direct mail marketing works in 2025, don’t worry! We’re here to guide you through it. To start with, here are some powerful numbers: In recent studies, 82% of consumers say direct mail influenced their purchase decisions. This underscores why many direct-to-consumer brands still consider direct mail the most cost-effective offline marketing channel for customer acquisition (CAC).

Want more reasons to jump in? According to the Data & Marketing Association, 50% of people find direct mail postcards useful, In addition, 70% of consumers prefer it because it’s far more personal than digital alternatives.

Let’s dive into the steps to execute a successful direct mail campaign — and why using products like Snap Packs and Letters can make all the difference!

Step 1: Define Your Target Audience

The first step in any successful direct mail campaign is knowing your audience. Sending a batch of letters or Snap Packs to the wrong people is just throwing money away. Thankfully, direct mail is incredibly effective for precise targeting. Whether you’re focusing on age, income, location, or specific behaviors, you can tailor your outreach to match the ideal customer. Spend time identifying your perfect audience, and the results will follow — with bigger returns for your business.

Step 2: Source Your Mailing List

Once you’ve pinpointed your target audience, it’s time to gather your mailing list. You have two options: use your “house list” of current or past customers, or purchase an external list from a third-party provider. If you have a solid track record with your in-house list, that’s great! But if you’re just starting out, or testing a new market, buying a fresh list may be your best bet.

Step 3: Craft an Irresistible Message

In 2025, attention spans are shorter than ever. So, getting your message across quickly and effectively is crucial. Be clear, direct, and avoid fluff. Highlight the key benefits of your product or service and make sure to ask for the sale. If you really want to create urgency, consider adding limited-time offers or exclusive events to your copy. Snap Packs and letters are perfect for this, offering a unique, tactile experience that encourages engagement — people are more likely to respond when they receive something different from the usual junk mail!

Step 4: Nail the Design

With so much digital noise in today’s world, your direct mail piece must stand out. It needs to be visually compelling, easy to read, and aligned with your brand’s identity. Use bold, vibrant colors, creative images, and unique fonts to make an impression. Whether you’re aiming for humor, elegance, or something eye-catching and bold, make sure it’s visually striking. Snap Packs and letters provide a dynamic, engaging way to break through the clutter and leave a lasting impression.

Step 5: Streamline Your Packaging and Mailing

Once you’ve got the perfect design and copy, it’s time to send it off. To get the best results, you need a reliable printing and mailing service that can execute the campaign without hiccups. This is where Zairmail comes in. With our automated online tools, you can launch direct mail campaigns right from your computer — and have them in the mail even next day. Zairmail even tracks your deliveries, so you know exactly when your mail reaches its destination.

Thanks to 2025’s automation and digital solutions, direct mail campaigns can now be faster, easier, and more affordable than ever before. Zairmail, which pioneered hybrid digital-to-physical mail solutions over 20 years ago, continues to lead the charge in automation, ensuring your campaigns are executed with speed and precision.

If you’re ready to step up your marketing game in 2025, Zairmail will provide an unbeatable combination for reaching your audience faster and more effectively. Don’t let your direct mail campaign get lost in the shuffle — stand out, engage, and watch the results roll in!

Click here to get a free Zairmail Sample Kit with all the information you need to get your direct mail campaigns off the ground!

March 11, 2025 / Direct Mail Letter, Direct Mail Tips, Direct Mail Tools, Interesting Mailings, Mailing Lists

Winning Direct Marketing Strategies: A Proven Recipe for Success

The formula for a successful direct marketing campaign remains tried and true: a compelling hook, engaging and persuasive content, and a clear call to action. The hook is typically an irresistible offer that grabs attention and sparks interest. This winning recipe applies across all direct response marketing channels—whether it’s direct mail, email marketing, or social media advertising. Each medium presents the elements differently, but the core principles remain the same. For instance, an email campaign relies on a catchy subject line, while direct mail—such as letters, snap packs, and postcards—can use bold visuals, striking colors, or intriguing headlines to break through the clutter.

Here are some essential rules and tips to ensure your direct marketing efforts hit the mark every time!

Be Memorable

Smart design, clever wording, and strong branding are all great—but they’re not enough on their own. The key to success in direct marketing is being memorable. Not every recipient will act immediately after seeing a promotion, which makes lasting impact critical. With direct mail, this is even more important. A successful postcard campaign, for example, earns a spot on the fridge, keeping your message top of mind. Snap packs, on the other hand, create urgency—recipients can’t resist tearing them open to see what’s inside.

How do you create memorability? Utilize compelling visuals, a standout offer, or a message that evokes emotion—whether it’s humor, empathy, or excitement. When people have an emotional response to something, they remember it.

Know Your Audience

Achieving all three elements of a great direct marketing campaign hinges on knowing your audience. Without a clear understanding of your target market, you can’t craft an offer that truly resonates. Your design, messaging, and offer need to align with their interests and needs, or your efforts will be wasted. In direct mail, 70% of success comes from having the right mailing list, 20% from the offer, and 10% from design—making audience selection the most crucial factor!

Even your response mechanism should cater to your audience. Younger consumers might prefer a QR code that leads to a mobile-friendly form, while older recipients may favor a direct phone number or prepaid reply card.

To better understand your audience, analyze your current customer base. What are their demographics, interests, and buying behaviors? Talk to your customer service and sales teams—they have direct insights into what your customers need. Gather feedback, study competitors, and engage with your customers. Most importantly, remember that you’re not just selling a product or service—you’re providing a solution to a problem. When you shift your focus to solving customer pain points, you naturally create stronger connections and more effective campaigns.

For all your direct marketing needs, Zairmail is here to help! We go beyond standard mail services, offering expert guidance, free consultations, and tailored solutions to ensure your message reaches the right audience. Whether you’re using letters, snap packs, or postcards, we’re your direct mail partner in 2025 and beyond. Let’s make your next campaign a success!

Click here to get a free Zairmail Sample Kit with all the information you need to get your direct mail campaigns off the ground!

February 10, 2025 / Direct Mail Letter, Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Interesting Mailings, Mailing Lists

Mastering Direct Marketing Trends in 2025

In today’s fast-evolving global business landscape, competition for customers is fiercer than ever. Successfully attracting leads and converting them into loyal customers requires innovative communication and marketing strategies.

Over the years, marketing has undergone a remarkable transformation. Digital marketing, in particular, continues to generate buzz and dominate conversations in the business world.

While digital marketing is undeniably effective, it’s not without its limitations. Chief among them is the lack of a personal touch that direct mail formats, like letters, snap packs, and postcards effortlessly deliver!

In the past, marketing tactics included iconic methods such as the Publisher’s Clearinghouse campaigns, lift letters, and the renowned Johnson box. These techniques, while revolutionary in their time, have largely faded into history, replaced by more modern, data-driven approaches. But before diving into current trends, let’s briefly revisit two of these classic tools: the Johnson box and the lift letter.

The Johnson Box

Invented by Frank Johnson, the Johnson box is a headline-like element placed at the top of a direct mail letter. Its purpose? To deliver a concise, attention-grabbing message that encourages readers to engage with the content below.

Though the Johnson box was once considered groundbreaking, its “hard sell” nature has made it feel outdated in today’s marketing environment. However, it hasn’t disappeared entirely—it’s found new life in email marketing, where it’s used to highlight key points or previews of messages.

The Lift Letter

The lift letter was a secondary note included with direct mail campaigns, designed to complement the main offer and boost response rates—sometimes by as much as 25%. These letters were often used to pitch promotions, endorse products, or feature testimonials from trusted sources.

Yet, as with the Johnson box, the lift letter’s effectiveness has waned in a world increasingly driven by concise, visually engaging communication. Overuse and lack of creativity often rendered lift letters less impactful than intended.

Letters: A Tried-and-True Classic

Letters remain one of the most personal and effective tools in direct mail marketing. With the right design and messaging, a letter can create a sense of exclusivity and importance that digital channels often fail to replicate.

Whether used for formal offers, customer retention, or personalized outreach, letters convey authenticity and seriousness. When combined with tailored content, variable data printing, and visually appealing formats, they can drive exceptional engagement and response rates.

Snap Packs: Efficiency Meets Professionalism

Snap packs are another highly effective direct mail format gaining traction in modern marketing. These sealed, perforated mailers combine professionalism with cost-efficiency and are especially popular for confidential or time-sensitive communications, such as billing notices, account updates, or special offers.

Snap packs are designed to grab attention and encourage immediate action. Their sealed nature gives recipients a reason to open and engage with the contents, while their compact design ensures your message is clear and concise. They’re ideal for transactional mail or marketing campaigns where you want to drive a quick response.

Postcards: The Modern Direct Mail Powerhouse

Enter postcards, the unsung heroes of direct mail marketing. While they might seem like a relic from a simpler time, postcards are making a powerful comeback—and for good reason.

Postcards are economical, versatile, and surprisingly effective. They shine in targeted marketing campaigns, serving as tools to create brand awareness, announce new offerings, follow up with customers, or remind clients of upcoming appointments.

What makes postcards so effective? First, they boast a remarkable readership rate. According to the U.S. Postal Service, postcards are six times more likely to be read than traditional mail letters—94% versus 14%, respectively.

Additionally, postcards offer a casual, approachable tone that fosters a sense of connection between businesses and their audiences. Their straightforward design ensures that your message is clear, concise, and easy to digest.

Finally, postcards are easy to track. Businesses can measure campaign performance and return on investment (ROI) by monitoring customer responses—a critical metric for success in any marketing strategy.

Why Direct Mail Works in 2025

In an increasingly digital world, direct mail formats like letters, snap packs, and postcards stand out by blending modern marketing principles with the human touch. They grab attention, foster connection, and deliver exceptional ROI—making them indispensable tools in a comprehensive marketing strategy!

Conclusion

Direct mail isn’t just surviving in 2025—it’s thriving! Whether you’re using letters for a personal touch, snap packs for secure and professional messaging, or postcards for quick, impactful communication, direct mail offers unparalleled versatility and effectiveness.

The best part? You don’t have to navigate it alone. At Zairmail, we make direct mail simple, fast, and effective. From letters, snap packs, to postcards, we handle it all, ensuring your campaigns are seamless and successful!

About the Author

Click here to get a free Zairmail Sample Kit with all the information you need to get your direct mail campaigns off the ground!

January 16, 2025 / Direct Mail Letter, Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Interesting Mailings

Avoid These Six Holiday Postcard Mistakes

Happy Holidays! Merry Christmas! Seasons Greetings!

Finding the best way to spread cheer during the holidays can be a tough nut to crack. If this year has been a challenging one for business, perhaps budgets are tight and you’re looking for ways to save costs, without compromising holiday cheer?

Holiday postcards are low cost, quick to put in motion, and best of all, customers love them because they feel so personal.

Avoid These Common Holiday Postcard Mistakes

Holiday postcards are simple, versatile, and packed with potential for creativity. Plus, they can be sent in envelopes to add a touch of surprise. To make sure your holiday mailing hits the mark, here are a few common mistakes to avoid:

Mailing Too Late

The holidays are a hectic time for businesses, so it’s no surprise that holiday postcards often get pushed to the bottom of the to-do list. While it’s better to send late than not at all, earlier is definitely better!

The week leading up to Christmas is the busiest time for the postal service, with mail volumes skyrocketing as people scramble to send last-minute cards and packages. If your postcards can land in mailboxes during the first two weeks of December, they’ll have less competition and a better chance of grabbing attention.

The ideal window is the first week of December. Customers are eagerly checking their mail, and your message won’t get lost in the holiday rush. At Zairmail, we can help you design your postcard, print it, and have it mailed within 48 hours, ensuring your holiday greetings arrive on time.

Not Going Jumbo

Why settle for standard when you can double your impact for just a few cents more? The USPS pricing changes that took effect in 2024 make upgrading to jumbo-sized postcards an easy choice. The cost difference is minimal, but the impression is twice as big!

Here’s a quick comparison:

Standard postcard size: 4 x 6 or 4.25 x 5.5 inches
Jumbo postcard size: 6 x 9 or 5.5 x 8.5 inches

For just a nickel more, you can boost your holiday campaign and make sure your postcard stands out in the mailbox.

Neglecting Design

It’s tempting to go with a cookie-cutter holiday design, but your postcard should be as unique as your business. Whether mailed as-is or placed in an envelope, the goal is to grab attention—and maybe even earn a spot on the fridge!

Think beyond the usual holiday greetings. Why not include:

A photo of your team in holiday gear
A handy turkey (or vegan roast) cooking guide
A festive recipe to share some holiday cheer

These thoughtful touches will make your postcard more memorable and meaningful.

Turning It into a Sales Pitch

Holiday postcards are about spreading goodwill—not selling. This isn’t the time to include a promotional offer or push your business. Instead, use this opportunity to strengthen relationships and let customers know you care.

If you want to send promotional mailings, aim for October or early November. By December, it’s all about appreciation and connection, not sales.

Forgetting Contact Information

Even though the goal of your holiday postcard isn’t to drive sales, don’t forget to include all your contact details. Your company name, website, phone number, and physical address should all be easy to find.

Surprisingly, many businesses overlook this in the holiday rush, but it’s crucial to make it easy for customers to get in touch after the holidays.

Finish the Year Strong

Sometimes, avoiding a few common pitfalls is all it takes to make your holiday mailing a success. If you need more tips or want to explore how postcards can supercharge your direct mail campaigns, we’re here to help.

December is also a great time to start planning your direct mail strategy for the New Year. Need inspiration? Request a free sample mailing kit from us at Zairmail, and let’s make your next campaign the best one yet.

Here’s to a successful and cheerful holiday season!

December 9, 2024 / Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Interesting Mailings

Lunar New Years!

Here’s to the Year of the Rabbit!

The Zairmail team worked hard for you in 2022. We have big plans to do even more for 2023. We are always looking for your comments and suggestions. We are working hard to build the most powerful direct mail marketing tool on the planet for you. How are we doing? Are there features you love? Are there others that need to improve. We would love to know. Zairmail only exists because it is the fastest, easiest, and most reliable way to send mail. We need your help to make sure it remains that way.

Here is a summary of some of the new features (50+) that we added for you last year.

2022 highlights

Regular stuff we do, bank accounts, permits, process improvements, USPS integration, fine-tuning and expanding the production network, training, …

We added Google Translate to the entire site, so you could have your mailing experience, in your language of choice.

We added the ability to pay in Euro’s, Pounds Sterling, or Canadian dollars.

We added new creative postal stamp designs (action stamps).

We are offering production proofs for clients who need an extra level of certainty. Just one more way we are adding to our existing Concierge-level service.

We increases the efficiency of large list uploads. Uploading a large (50,000 piece) list with over a dozen columns now requires less than 10 seconds.

We added a number of new features to our affiliate program and increased the compensation level.

We added a desktop app that allows Zairmail users to mail simply by dropping a file on the desktop app.

2023 highlights (so far…)

We just doubled server capacity and throughput for an even better mailing experience.

We are fine-tuning the desktop app so that you will soon be able to mail even a single letter.

We are now offering live Zairmail training/certification (no charge).

We continue to improve our efficiency and throughput. We already have the fastest ordering/mailing times in the industry. We are working hard to get even better.

We are looking at incorporating additional AI features to streamline managing orders and managing campaign timelines.

Got an amazing idea to help improve your mailing experience?

Please let us know. We are always looking for new ideas. Continuous improvement.

February 6, 2023 / Direct Mail Tips, Direct Mail Tools, Interesting Mailings

Stamp Up Response Rates

Postcards are a popular format for direct mail campaigns. They serve as a small billboard in the mail which can provide an immediate impression for the advertiser. If the message (or image) is memorable, they might even win a spot on the fridge, and provide lasting value for advertisers.

However, if a message is long, or complicated, or contains personal information, or requires enclosures, then a postcard is off the table. We usually need to consider some type of letter format. The challenge with a letter-mailer, is that there is usually no immediate impression, an “open” is required before the recipient can see the offer and act.

One technique that can be used is to put a teaser on the outside – “personal and confidential”, “time sensitive – please open immediately”, or my favorite, Postal Code 18 SEC 1702 (below).


	OPEN ONLY IF A VETERAN OF THE US ARMED FORCESWARNING; $2,000 FINE, 5 YEARS IMPRISONMENT, OR BOTH FOR ANY PERSON INTERFERING OR OBSTRUCTING WITH DELIVERY OF THIS LETTER U.S. MAIL 18 SEC 1702 US CODE.

We have seen all of these techniques (and more) used in practice – still do. What does this type of message mean to you when you receive a letter? Do you automatically think,” this must be a great offer, can’t pass it up, can’t wait to open it and see what’s inside?”

How about this piece below? Does this look like something you might want to open? What is the difference? What elements drive your initial impression of the direct mail piece?

One aspect is that the letter has the format (shape/size) of a greeting card, it has a seasonal greeting, and it has a live holiday stamp. Research tells us that when we include a “live” postage stamp, response rates can increase. On balance, recipients know, when a live postage stamp is being used, then the content is probably more relevant/valuable. This should make an “open” far more likely.

Zairmail now offers the option of using a live “action stamp” rather than a postal indicia. There are more than a dozen different designs, and the choices continue to expand. Using an action stamp shows recipients that the message is unique (stands out in a crowd) and is valuable.

Just as with other tools/techniques, response rates will vary, and this format will not perform the same with every target audience. If the response rates you are seeing today, are a little soft compared with historical results, this may be a powerful option for you.

Just as with any other targeting, messaging, or change in the offer, you will want to conduct an A/B test with a smaller audience. Once you are comfortable with the results, then you can step on the gas, and increase the size of your campaigns.

Remember the discussion of postcards we opened with? We can also place a live stamp on postcards to deliver an extra boost in the mail and increase perceived value.

We can also put postcards in envelopes and add an action stamps to create a low-cost, highly effective, greeting card campaign for the holidays (image above). This is a standard option at Zairmail. We would love an opportunity to help you affordably build a closer rapport with your clients (prospects) this holiday season and supercharge your “open” rates.

Start pushing the envelope and increasing your response rates even further. Use action stamps to stand out in the mail and drive more responses to your campaigns.

Zairmail is the fastest, easiest, and most cost-effective way to send mail.

Zairmail (www.zairmail.com) is the fastest and easiest way to send (real) postal mail. Give us a call anytime at 888.898.0066, we would be happy to help with your direct mail needs.

October 26, 2022 / Direct Mail Letter, Direct Mail Postcard, Direct Mail Tips, Direct Mail Tools, Interesting Mailings

The Most Bang For Your Buck

We are often asked by clients, “how do I get the most bang for my buck, with direct mail”?

Of course, there is not one “right” answer, it will depend on your audience, the nature of your offer, and the goal of the campaign (e.g., awareness, lead generation, direct response…).

There are three factors that have the most impact on price.

First Class or Standard A Postage – First Class postage typically takes 3 days for delivery anywhere in the United States. First Class also provides a return service if the mail can’t be delivered, so that the sender can update their database.

Standard A (Marketing Mail) usually requires 7 to 10 days for delivery and there is no return service. The delivery times can be highly variable. Since Standard A is still called “junk mail” in some circles, there can be a slight stigma with some audiences (e.g., open/response rates may be slightly lower).

The difference in cost is ~$.10/piece. With smaller mailings, it typically makes sense to go with First Class because results are faster, and the cost difference is small. When sending millions of pieces, the cost differential can be significant. In those cases, a hybrid approach sometimes makes sense. We start out sending campaigns First Class to prime the pump, and then transition to Standard A, as volume builds.

BW or Color – BW is going to be less expensive. The difference is also typically ~$.10/piece. Color stands out in the mail and creates a more visually appealing product. Research shows, with many audiences, opens/responses increase when color is used. BW is more common for notices and other common transactional (informational) mail.

With postcards we have the option of using black & white, color one side, or color two sides. Color both sides it the most expensive, black and white both sides is the least expensive. The most common choice we see is color one side – the address side is black and white; the image (message) side of the card is color. This approach still provides a pop of color in the mail, yet reduces the cost on the address side – which contains mostly return address, recipient, and postal information.

List Size – The majority of the cost (70%+) in direct mail is postage. The USPS offers pre-sort discounts on jobs greater than 500 pieces. Those discounts are passed along to customers in the form of lower prices.

If a job is less than 500 pieces, then we can still use an indicia (square box on the mail piece that says “postage paid”); however, we don’t get any discounts on postal rates. In this case, there will be a slight uplift in the price to cover the higher postage rate.

If the job falls below 250 pieces, then we do not get pre-sort discounts, and we also cannot use a postal indicia. In this case we need to use a live postage stamp. This type of mailing requires full retail postage rates and an additional step in the process to apply the stamps.

It would be common to have a list of (at least) 500 pieces when possible. If not, that is fine, we will always mail using the most cost-effective postage choice.

There are customers who want to make their mailing appear more personal. In those cases, we have clients who choose to use a live stamp on their mailing or use a colored envelope and incur the extra cost. Some also choose to use a handwriting font in the mail piece and/or for the addressing. There is no charge to use a handwriting font or personalize with variable data – we offer this as added value.

We understand that budgets are limited, and cost is always an important concern.

It is always a priority at Zairmail, to give you the best possible value.

Please let us know how we can an assist you.

The Zairmail Team