To track the effectiveness of the mailer, Beasley included a special coupon code for customers to input on the website when purchasing a course. He also cross-referenced any new customers with the mailing list to account for anyone who forgot or didn’t use the coupon code. “We found 3.6% of the list became customers from one letter.”

Our founder and Chief Mail Nerd spent 29 years in the US Postal Service. Having struck out on his own to start Click2Mail in 2003, Lee Garvey has operated his company successfully for 14 years with these 10 house rules.

Gone are the days of the printing press that required plates to be created for each and every item printed. That process, while revolutionary in its day, made it nearly impossible and very expensive to use variable data. Today, thanks to advances in technology have made variable printing as easy as using “mail merge” in a word processor...

Too much information crammed into too a small space confuses the reader and is perhaps the most common cause of less-than-expected postcard results. Make sure your design works with the format, not against it, by paring down to a just few strong elements...

In spite of the tsunami of digital communications that has inundated the world over the past couple of decades, business-to-business marketers continue to give direct mail the single largest chunk of their budget, according to a Pitney Bowes survey. Over half of the same survey respondents said that direct mail was the best way to reach senior management prospects. Here's why...