And How to Make Sure It Never Happens Again

You’ve done all the right things: created a great offer, designed a beautiful mail piece, and sent it off to your customers. Then… nothing. Days go by. Weeks. Crickets.

You finally check in with your provider and find out the truth: your mail never left the USPS facility. It’s just sitting there. Waiting. Doing nothing for your business.

Sound familiar?

You’re not alone. We recently welcomed many new customers recently who experienced this exact scenario. Their previous providers sent their campaigns using Standard A mail (Marketing Mail)—and it got stuck in postal limbo.

Let’s break down why this happens, and more importantly, how Zairmail makes sure it never happens to you.

Why Does Mail Get Stuck at USPS?

Here are the most common culprits behind mail delays:

1. It Was Sent Standard A (Marketing Mail)

Marketing Mail is cheaper, but it’s also the lowest priority for USPS. That means your mail only moves when there’s extra space. No tracking, no guaranteed delivery times, and sometimes it can sit at USPS facilities for weeks.

2. Poor Drop Shipment Strategy

Some providers just dump all the mail at the closest post office. But without strategic drop-shipping to the right USPS entry points (like SCFs or NDCs), your mail can easily bottleneck at the wrong location.

3. Outdated or Messy Address Lists

Verify and update your mailing list, you could be sending to bad addresses. That leads to delays, returns, and wasted postage.

4. Non-Compliant Design or Missing Paperwork

Mailpieces that don’t meet USPS formatting or size guidelines? Delayed.
Postage statements or barcodes missing? Delayed.
Anything off in the setup can send your campaign to the back of the line.

How Zairmail Keeps Your Mail Moving

At Zairmail, we’ve spent over two decades perfecting a process that’s built to deliver fast, easy, and reliable direct mail campaigns. Here’s how we solve the delay problem:

✔ First-Class Mail Options

We offer First-Class Mail as a primary option for time-sensitive campaigns. That means your mail gets priority processing, faster delivery, and full USPS tracking.

✔ Nationwide Production Facilities

We print and mail from Sacramento, Dallas, and Baltimore, choosing the best location to reduce transit time and avoid regional slowdowns.

✔ Same-Day Processing

Orders placed by our daily deadline are printed and mailed within the same day or next day. No delays. No waiting.

✔ Full USPS Compliance

We help with forms, formatting, barcodes, and mailing specs for you—so your campaign meets all USPS requirements and ships without a hitch.

✔ Free Consulting + Friendly Support

Need help with your design or list? Our team is here to guide you at no extra cost—because your success is our priority.

Your Mail Shouldn’t Be a Mystery

If your current provider can’t tell you where your mail is, that’s a red flag.

Zairmail was built to fix these issues—before they cost you time, money, and customer trust. Whether you’re sending 200 letters or 200,000, we’ve got the speed, tech, and experience to get it done right.

Let’s make sure your next campaign lands in mailboxes—not in postal purgatory.
👉 Get started with Zairmail and see how fast direct mail can really be.

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!

InIn 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

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!

Direct mail remains a powerful marketing tool, especially for businesses looking to maintain a strong connection with their audience. In an era dominated by digital communication, direct mail stands out by offering a tangible, personal touch that often results in higher engagement and recall rates. However, as we transition into summer, certain seasonal factors can impact the effectiveness of your campaigns. To ensure your direct mail efforts remain successful, here are six common mistakes to avoid during the summertime:

1. Ignoring Seasonal Shifts in Consumer Behavior Summer brings changes in consumer habits. Many people travel, schools are on break, and buying priorities shift. Failing to adjust your messaging or timing can result in lower engagement. Be mindful of how your audience’s routines may change and tailor your campaigns accordingly.

2. Overlooking Address Accuracy With many recipients taking vacations or temporarily relocating for the summer, address accuracy becomes even more critical. Using outdated mailing lists or failing to verify addresses can lead to undelivered or ignored mail. Consider running a National Change of Address (NCOA) update before launching a summer campaign.

3. Using Heavy or Heat-Sensitive Materials Warmer temperatures can affect the quality of your direct mail. Heat-sensitive inks can smudge, adhesives may weaken, and heavier materials may increase postage costs unnecessarily. Choose durable, lightweight materials to ensure your mailpiece arrives in pristine condition.

4. Neglecting Time-Sensitive Offers Direct mail campaigns often include promotional offers, but failing to consider summer schedules can lead to missed opportunities. A limited-time discount expiring while your audience is on vacation may not generate the desired response. Allow for extended offer windows or provide digital redemption options to maximize engagement.

5. Not Leveraging Summer-Themed Messaging Summer presents unique opportunities to connect with your audience through seasonal themes. Whether it’s incorporating vibrant summer imagery, referencing holiday weekends, or promoting seasonal products, tailoring your messaging can make your direct mail stand out and resonate with recipients.

6. Forgetting to Integrate Digital Touchpoints Many recipients may be on the go during the summer, making it essential to include digital elements in your direct mail. QR codes, personalized URLs (PURLs), or mobile-friendly landing pages can bridge the gap between physical mail and online engagement, ensuring continued interaction even if recipients are away from home.

Maximize Your Direct Mail Impact This Summer

By avoiding these common mistakes, your summer direct mail campaigns can remain effective and engaging. Whether adjusting your messaging, verifying addresses, or incorporating seasonal elements, small strategic changes can lead to better response rates and higher ROI. Stay ahead of the seasonal curve and ensure your direct mail works in harmony with summertime trends!

Looking for a reliable direct mail partner this summer? Zairmail has the tools and expertise to help you optimize your campaigns. Contact us today to get started!

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!

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!

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!

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!

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!

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!

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!

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

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!

Planning for a Bright New Year in 2025

As the holiday season wraps up, many of us find ourselves in that brief tranquil space. It’s the perfect time to take a step back, reflect on the year that’s passed, and lay the groundwork for a successful year ahead. Whether you’re celebrating big wins, overcoming challenges, or looking for a fresh start, this time of year offers a unique opportunity to refocus and recharge.

Reflecting on 2024

Start by asking yourself some key questions: Did your business achieve the goals you set at the beginning of the year? Whether your targets were financial, operational, or growth-focused, take an honest look at how you measured up. Celebrate the wins—big or small—and take note of areas where things didn’t go as planned. Growth comes from understanding both success and failure.

Analyzing the Numbers

Your financials tell a story—one you need to read carefully. Review your income statements, paying close attention to sales trends, expense patterns, and profitability. What stood out in 2024? Did you find opportunities to reduce costs, grow margins, or tap into new revenue streams? Let these insights guide your decisions as you head into 2025.

Choosing Key Metrics

To keep your business on track, select a few KPIs (Key Performance Indicators) that truly matter. These might include:

• Sales growth percentages
• Gross margin trends
• Expense ratios
• Customer acquisition costs
• Inventory turnover rates

Identify the numbers that give you the clearest picture of your business’s health and track them consistently.

Evaluating Performance

Look at where you started and where you’ve landed. Compare your actual results to your expectations. Did you exceed your goals in some areas? Where did you fall short? Be candid in your assessment—this honesty will shape your growth strategy for 2025.

Planning for a Prosperous 2025

With your reflections in mind, it’s time to look ahead. Set clear, actionable goals for the new year. Consider performing a quick SWOT analysis:

• Strengths: What does your business do exceptionally well?
• Weaknesses: What needs improvement?
• Opportunities: What trends or markets can you tap into in 2025?
• Threats: What external factors could impact your business?

Once you have a clear picture, create a plan to leverage your strengths, address weaknesses, capitalize on opportunities, and mitigate risks.

Embracing the Future

The new year is a blank slate—an opportunity to take everything you’ve learned and create a brighter future for your business. By reflecting, analyzing, and planning with purpose, you’re setting yourself up for success in 2025.

Here’s to a year of growth, resilience, and achievement. Let’s make 2025 the best one yet!

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!

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!

In this episode, Host Karen Vick sits down with Wilson Zehr, the “professor of direct mail” and founder of Cendix/ZairMail, to discuss the enduring impact of direct mail marketing in today’s digital world. Dive into strategies, tools, and real-life examples that can help you elevate your marketing game with direct mail.

Key Points Covered In This Episode:

Promotion of Tools:

  – ZairMail: Recommended for fast, easy, and reliable direct mail services.

  – Speedy app: Ideal for sending individual letters conveniently via desktop.

Strategic Marketing Model:

  – Importance of understanding and positioning products 🎯 before marketing.

  – Four Key Components: Product Understanding 📚, Target Audience 👥, Pricing 💲, Channels, and Placement 📍.

  – Role of Promotion in creating awareness and supporting channel activities 📢.

Advice for Small Businesses:

  – Importance of effective product positioning and selecting the right promotional tools for budget optimization.

  – Targeting precise audiences to maximize marketing impact 🎯.

Real Estate Mail Campaigns & Personalization:

  – Use personalized postcards to increase client engagement, similar to a chimney sweep’s successful tactic with pet images 📸.

  – Realtors often send multiple, personalized mailers to stay top-of-mind with potential clients 🏡.

Integration of Digital and Direct Mail:

  – Omnichannel marketing strategies that combine various tools, like direct mail and digital platforms, to target customers at multiple points 📧 + 📬.

Case Study: School Bond Measure Campaign:

  – Comprehensive campaign strategy which resulted in significant victories by utilizing a mix of digital tools with strategic direct mail ✉️🏫.

Unique Advantages of Direct Mail:

  – Precise targeting capabilities and tangible customer reach.

  – Direct mail’s high ROI potential, offering over $13 for every $1 spent if done correctly 💵.

Connect with Wilson Zehr on LinkedIn: https://www.linkedin.com/in/wilsonzehr/

  – Email: wilson@zairmail.com 📧

  – Phone: 1.888.898.0066 ☎️

Next Steps and Actions:

– Manage your marketing budget with the ⁠Stingray Budget Planner⁠: A tool to simplify budget creation, track expenses, and provide visual performance monitoring. 

– Small Business Owners: Leverage automated direct mail services for timely promotions. Consider tools like ZairMail and Speedy for efficient marketing.

– Marketing Professionals: Integrate direct mail with digital campaigns for a comprehensive marketing strategy.

– Stay Connected: Subscribe to The Guiding Brands Podcast and leave a review to keep updated with the latest marketing insights.

Listen to the full episode on your favorite podcast platform 🎧 or visit https://podcasts.apple.com/us/podcast/mail-matters-the-power-of-direct-mail-in/id1671442576?i=1000669388691 🌐. 

Catch you next time!