Throughout 2026, the U.S. Postal Service is offering a series of enticing promotions that let you save money on postage while increasing the value and effectiveness of your mail. Save up to 10% while experimenting with tantalizing smells, engaging folds, and interactivity that your customers will love.
What does the USPS have in store?
Promotion: January 1 – June 30, 2026
Promotion: Through December 31, 2026
Promotion: September 1 – December 31, 2026
Promotion: April 1 – December 31, 2026
Promotion: October 1 – December 31, 2026
Promotion: January 1 – December 31, 2026
Get Started Now!
Remember that while the promotion period runs for 6 months as shown, registration starts several months earlier, so don’t miss out. Talk to us early about taking advantage of these opportunities while they last.
Boosting Mailing Results on a BudgetHow can you boost your direct mail results on a budget? It doesn't have to be complicated. Sometimes the most straightforward steps have the most significant impact. Here are five tips for simple, inexpensive changes that can lead to substantial results.
Personalized communications do not have to be complicated to be effective. If you are an automotive service center, for example, you do not need to know someone's household income, the presence of children in the home, or favorite hobbies to create an effective mailing. Finding vehicle owners with cars over three years old—just out of warranty—might be more impactful.
We are familiar with the phrase "Go big or go home," but when it comes to mailing, sometimes less is more. By creating relevance, you can often bring in more revenue with smaller, more targeted mailings.
Ensure your mailings reach their intended destinations by removing duplicates and running your mailing list through software such as National Change of Address (NCOA) and CASS. This not only increases marketing efficiency but also reduces postage costs.
The effectiveness of direct mail increases dramatically when you send it at the exact moment the customer is ready to buy. "Triggered" messaging does just that. For example, dentists alert their patients when they are due for cleanings and X-rays based on their last visit. Florists send reminders in advance of key anniversaries.
If you have been sending the same type of piece for years, try something new. Change the mailing format. Change the color of the envelope. Create something that the recipient has not seen before.
Like any of these ideas? Contact us to implement them and freshen up your next mailing campaign.
Many businesses rely on mobile apps to help customers track and redeem their loyalty program rewards. But that assumes customers are regularly checking those apps. With the average person juggling 18 apps on their mobile phones, loyalty program updates can easily get lost in the shuffle.
What about reminders by email? Email has its place, but the average person receives 121 emails per day. Even if your message lands in their inbox, there’s no guarantee it will be opened, let alone acted on.
Eighty percent of business revenue comes from repeat visits, so keeping customers engaged with your loyalty program is critical. Customers who don’t redeem their rewards points are more likely to drop off the radar.
How can you ensure that customers use their points before they expire? Use a channel they won’t (or can’t) ignore: their mailbox.
Your Powerful Marketing Tool
Let’s say you're a local restaurant serving delicious, locally sourced food. Direct mail is a powerful tool at your disposal. You know that, unlike many digital channels, 98% of people check their mailboxes every day. With direct mail, your message gets seen.
To keep your customers engaged, you might send a postcard like this:
Hey there, [First Name]!
Thanks for being one of our most loyal guests! You’ve racked up 752 points in our loyalty program—and you’re just steps away from delicious rewards. Here’s a taste of what your points can get you. . .
The piece might showcase rewards across three enticing tiers, complete with mouthwatering photos to help customers visualize the perks.
A few weeks later, if your loyalty program members haven’t used their points, you might send a follow-up postcard like this:
Hi [First Name],
With 752 points, you’re well on your way to free meals, exclusive experiences, and VIP perks. But those points expire at the end of the month. Hurry in so you don’t miss out!
With mailings like this, not only do you maintain engagement with your customers, but when they redeem their points, you gather data you can use to send them highly targeted communications later.
In a digital world overloaded with noise, direct mail does more than remind customers they’ve earned rewards. It inspires them to act. When used strategically, direct mail can turn dormant points into repeat visits, satisfied customers, and a stronger bottom line for you.
For years, the story has been the same: print is fading, digital is rising. But like so many “death of print” predictions before it, the reality isn’t quite so simple. Recent reports show that print is quietly and effectively gaining new ground. Here are three ways print is making a comeback.
Digital coupons may dominate, but they don’t always deliver. More than one-third of consumers say digital coupons only work about half the time. Shoppers are frustrated, and retailers are responding.
According to eMarketer, both startups like Culture Pop and Blume and giants like Kroger are reintroducing paper coupons. Kroger, for instance, added them back to weekly flyers after frustrated customers complained about digital’s clunky user experience.
With so much uncertainty in the economy, it’s no surprise that paper coupons (reliable, tangible, and easy to find on the fridge) are regaining traction.
It’s not just coupons. Retailers across the spectrum, from the Dollar Store to Neiman Marcus, are rediscovering catalogs. Even Amazon, the ultimate symbol of digital commerce, has dipped back into print. Why? Because catalogs still work. They capture attention, inspire browsing, and create a tactile brand experience no digital feed can replicate.
This shift is happening at the same time marketers are questioning the effectiveness of purely digital channels. The inbox is crowded. Social feeds scroll by in seconds. But a catalog on the kitchen table? That lingers.
Want more proof of print’s resurgence? Look to the book industry. After three years of declines, Publishers Weekly reports that 2024 saw the first annual growth in book sales. While small, this shift is consistent with the trend of readers turning back to paper, perhaps for the same reasons shoppers embrace coupons and catalogs: It’s simple, dependable, and deeply human.
In an increasingly messy, overcomplicated world, print offers something digital often can’t: simplicity and trust. Coupons clipped to the fridge don’t expire without notice. Catalogs arrive ready to browse, no search required. Books don’t buffer, crash, or need a password.
Digital isn’t going away, but neither is print. Instead, consumers are reminding us that sometimes, the old ways aren’t outdated. They’re just waiting for the right moment to return.
When you’re planning a direct mail campaign, your mailing list is one of the most important factors in determining success. Understanding the different types of targeted mailing lists and when to use them can help you match your message to the right audience.
At Century Direct, we’ve spent decades helping organizations from Fortune 100 companies to small nonprofits identify, refine, and deliver to their ideal audience. Whether you’re working with your own customer database or sourcing new prospects, our targeted mailing list solutions help you reach the right people with the right message, on time and on budget.
A targeted mailing list is built around specific criteria such as demographics, geography, behaviors, or purchase history so your message reaches the people most likely to respond.
Instead of sending the same message to everyone, targeted lists allow you to focus on your best prospects, tailor your offers, and increase the efficiency of your campaigns.
Reach individuals and households using demographic data such as age, income, gender, marital status, or homeownership. These lists are ideal for campaigns aimed at a broad consumer base but still tailored to specific profiles.
Identify companies and decision-makers based on industry, size, location, or job title. Perfect for B2B campaigns that need to connect with purchasing managers, executives, or niche industries.
Highly focused lists built around unique attributes such as licensed professionals, association members, or luxury product owners. Ideal for reaching a very specific market segment that aligns closely with your offer.
Created from multiple data sources to match exact targeting needs, often blending demographic, geographic, and behavioral information. Useful when off-the-shelf lists cannot capture your precise audience.
Combine postal addresses with opted-in email contacts to coordinate direct mail with follow-up emails. This multi-channel approach can improve engagement and conversion rates.
Target households that have recently relocated, a time when people are actively seeking new products and services. Great for local businesses, home services, and retail offers.
Send to “Current Resident” at every address within a defined area for maximum geographic coverage. Best for community-wide promotions, events, or grand openings.
Segment audiences based on hobbies, interests, and purchasing behavior, from pet ownership to fitness or travel. Highly effective for personalized offers that speak directly to someone’s passions.
Reach individuals who have donated to causes similar to yours. These lists are especially valuable for nonprofits seeking high-probability donors with a track record of giving.
Target registered voters by party affiliation, voting frequency, or district. Essential for political campaigns, advocacy efforts, and get-out-the-vote initiatives.
Follow up with individuals who attended trade shows, conferences, or local events. Ideal for product launches, special offers, or invitations to upcoming events.
Contacts who subscribe to specific publications, newsletters, or membership services. Useful for reaching engaged audiences who have already shown interest in a related topic.
Include individuals who have responded to previous direct mail or digital campaigns. These are proven audiences more likely to engage with future offers.
The right mailing list will depend on your campaign’s goal, audience, and offer. Here are three key steps:
Choosing the right list is just the start. Century Direct offers more than list sourcing—we provide:
By keeping every step of your direct mail project under one roof, we make it simple to plan, execute, and evaluate campaigns that get noticed.
Get started with Century Direct today.
Even in a digital-first world, direct marketing continues to deliver measurable results. It works because it combines precision targeting, personalized messaging, and trackable performance in a way that’s hard to ignore. In fact, industry research shows direct mail generates average response rates over 4%, far outpacing email and many other digital channels (United States Postal Service).
Direct marketing focuses on reaching only the people most likely to respond. Using demographic, geographic, and behavioral data, you can narrow your audience for higher engagement and lower wasted spend.
Marketers who use data-driven segmentation have seen revenue increases of up to 700%, proving the power of mailing to the right people. Learn more about data management services that make precise targeting possible.
Variable data printing allows you to customize each mail piece with details like name, purchase history, or location. This extra touch helps your message stand out in the mailbox and can boost response rates by well over 100% compared to generic mailings.
By sending to a smaller, more qualified audience, you stretch your budget further and increase your return on investment. Many businesses report direct mail ROI that matches or beats digital advertising, making it a smart choice for targeted campaigns.
Direct marketing offers clear tracking through tools like QR codes, personalized URLs, or unique phone numbers. This makes it easy to measure impact, see exactly what’s working, and adjust future campaigns to get even better results.
How Century Direct Makes It Easy
From list strategy and data management to variable printing, postal optimization, and detailed reporting, Century Direct brings every part of your direct marketing campaign under one roof. We make it easier to plan, execute, and measure—so you can focus on results.
Ready to put direct marketing to work for your organization?
Contact us today to plan your next campaign with precision, personalization, and measurable results.
If you want better results from your direct mail campaigns, it’s wise to incorporate strategic actions. For instance, providing personalized direct mail can boost responsiveness by 135% [1]. Let’s explore other strategies that enable you to get better results, including a higher ROI.
Segmenting your mailing list into smaller groups that share similar purchase history, demographics, or behaviors allows you to connect more directly with each segment. The general rule of thumb is to send targeted direct mail every 21 days. As mentioned above, personalizing your mailers will also provide better results than merely segmenting alone.
Some companies can’t afford to send our direct mail every 21 days, however. Fortunately, they can take advantage of holidays, weather events, and seasonal sales. Additionally, mailing a welcome postcard and a mailer for each customer’s anniversary can increase return sales.
Some people mistakenly believe that using direct mail is too old school. Once you’re done reading the following direct mail statistics, though, you’ll realize that nothing could be further from the truth [1].
As you can, you’ll actually receive a much better response, on average, than you’d get with digital marketing.
To truly understand how well your campaigns are doing, you’ll need to collect the following direct mail metrics:
Collecting reliable direct mail statistics requires you to utilize at least one of the six proven methods for measuring success:
Put simply, receiving targeted direct mail helps create a sense of connectivity between the brand and the consumer. There have been several targeted direct mailings that have increased the advertiser’s reach. One of the most noteworthy is the IKEA Family mailers. By advertising its loyalty program in this way, IKEA has been able to drive sales and build a loyal customer base.
Providing personalized messaging, content, recommendations, and offers increases consumer open rates by the previously mentioned 135%.
Century Direct worked closely with one advertiser to drastically increase the reach of their targeted mailing lists. In our first effort, we mailed out 15,059 mailers and had an impressive conversion rate of 6.22%. Two weeks later, we sent out a second direct mailer to 4,301 of the same people. This time, the conversion rate ballooned to a staggering 14.93%.
Other real-world examples of data-driven direct mail campaigns include car dealerships sending offers to people who recently visited but didn’t purchase a new vehicle, along with Kroger using purchase history to send out personalized coupons. Both of these campaign types see a higher return, especially the Kroger one.
We’ve mentioned CPA and AOV above, and both are critical direct mail analytics that measure the success of your campaign. Another vital component is ROI (return on investment). In fact, when it all comes down to it, ROI is the most practical metric to keep a close eye on. So, what exactly does it mean?
ROI indicates your direct mail campaign’s profitability. You can determine your ROI by comparing two things: the revenue your campaign generated vs how much your campaign cost to mail out. The typical ROI will be about 20-30%. However, by employing targeted direct mail techniques, it can soar as high as 1,300%. In other words, if you’re not already sending out targeted messages, now is the time to start.
Turn to Century Direct to assist you with postal optimization and logistics, targeted mailing lists, advanced intent-based solutions, and much more. We’ve been in business since 1932, so you can rest assured that we understand exactly how to boost your company through direct mail. Contact us today to learn more!
Sources:
1. https://www.nerdwallet.com/article/small-business/direct-mail-statistics
If you’re involved in automotive marketing, such as for a car dealership, service center, or specialized automotive marketing agency, you’ve likely considered the value of direct automotive mailers. These tried-and-true tools have been used to drive customer engagement and improve ROI across the automotive industry. Read on to discover how automotive mailers can elevate marketing strategies and help identify customer intent at the top of the sales funnel.
Automotive mailers are any type of promotional material that you send via USPS. Examples include:
Example: A dealership with excess SUVs sends a postcard featuring 3 models + a QR code to a PURL with a limited-time bonus cash offer. A service center sends a loyalty mailer with an oil-change discount to reactivate lapsed customers.
Direct mail is one of the most effective tools for automotive businesses. It enables you to reach a targeted audience of potential car buyers, and when paired with personalized messages and compelling visuals, it can build customer loyalty—even if the message doesn’t lead to an immediate sale.
Direct mail also offers exceptional ROI compared to other marketing methods, thanks to its high response rates. It’s a great way to deliver high-value offers, target specific demographics, and build brand awareness.
One of the key advantages of direct mail is its ability to help identify auto buyers’ intent at the top of the sales funnel. By analyzing responses to specific offers or campaigns, marketers can pinpoint prospects who are ready to take the next step, streamlining the sales process and improving targeting.
Digital Ads Complement Direct Mail
Digital ads are a powerful marketing tool, capturing attention and working seamlessly alongside direct mail to engage customers at multiple touchpoints. When combined with direct mail, digital ads amplify results by reaching audiences across various platforms, increasing overall engagement and response rates.
Overall, a combination of direct mail and digital marketing creates a cohesive, omnichannel marketing approach that ensures your message resonates with your audience.
Speaking of our omnichannel marketing services, this is an approach that has made great gains for the automotive industry. By sending an automotive mailer that is backed up by a digital campaign, you’ll be in a better position to sell more cars.
How does this work? By using the marketing Rule of Seven. Simply put, this rule means that most customers need to see or hear your message a minimum of seven times before they make a purchasing decision. By varying your message slightly, using engagement opportunities, and remaining consistent, you can get the most out of an omnichannel approach.
At Century Direct, we have the ability to create custom solutions that align with your broader marketing goals. For example, let’s say that your primary goal is to increase awareness of your automotive company, but you also want to advertise a specific type of vehicle. When you turn to us, we’ll make sure that each ad helps support these goals. Ultimately, awareness will go up, and you’ll also have more people interested in looking at your vehicle type of the month.
Define the goal: Move inventory, book service, promote financing, win back lapsed.
Pick the audience: DMS/CRM segments (owners by model/age), conquest lookalikes, ZIP radius.
Craft the offer: Time-bound incentive, trade-in bonus, service bundle, VIP/test-drive event.
Personalize creative: Variable images by model, copy by segment, nearest location/map.
Add tracking: QR → PURL, unique phone numbers, UTM parameters, promo codes.
Mail smart: Choose format (postcard/booklet), paper, size, saturation vs. targeted.
Coordinate digital: Meta/Google/YT retargeting, branded search, display, email/SMS follow-ups.
Measure & optimize: Response → conversion → CPA/ROI; test list, offer, format, and timing.
There are a wide number of different ideas you can use to maximize your ROI. More specifically, we suggest the following:
Next, it’s important to recognize which categories prove your campaign is successful or not. Keep an eye on the following:
Since 1932, we’ve produced high-quality, variable print at scale for dealerships, groups, and service centers—plus omnichannel add-ons to track everything end-to-end.
What we deliver:
Direct mail strategy, data, and list sourcing
Variable digital printing & commercial print
Mail tracking (IMb), PURLs/QR, call tracking
Omnichannel tie-ins (email, display, social)
Brochures, booklets, and sales collateral
Specialized automotive programs (inventory, service, trade-in, financing)
Contact Century Direct today to get started! You can also click here to learn more about how Century Direct can help your automotive business.
Are automotive mailers worth it?
Yes—when your list, offer, and timing align, mail drives measurable response and complements digital.
How many pieces should I send?
Test into volume. Start with a focused segment (or radius) and scale what converts.
What format works best?
Postcards for quick offers; booklets for inventory; letters for financing/recall; self-mailers for events.
What’s a “good” response rate?
It varies by list/offer/season. Optimize to CPA and ROI, not a single rate.
How long to see results?
Most responses land within 2–3 weeks; retargeting extends the tail.
Reaching people via direct mail isn’t a difficult process, but it’s highly important to take advantage of the latest marketing innovations. For example, you can take your customer targeting to the next level by using USPS Informed Delivery. How does USPS Informed Delivery work, you ask? Read on to find out!
USPS offers Informed Delivery to every household in the United States. By signing up for this service on their website, you can find out what pieces of mail are being delivered to your home each day. Once you’ve signed up and verified your identity, you’ll begin receiving a daily digest that shows you exactly when you can expect mail and packages to be delivered.
In the past, direct mail companies would simply create a mailer and send it out. Now, though, they have the opportunity to go further by leveraging USPS Informed Delivery. You’ll be able to create a representative image for your direct mailers that will automatically show up in each person’s daily digest. Additionally, you’ll save advertising dollars with this free add-on service, and you’ll be able to expand your reach and boost engagement. Plus, you’ll receive valuable customer insights and elevate the customer experience.
Non-personalized direct mail typically has a response rate of around 2%. Adding personalization, though, will increase the response rate to approximately 6%. This one fact alone shows the power of personalized mail and proves that if you’re not already using it, you really should.
If you received your daily digest and saw that one of the mailers used your actual name on it, you’d be more inclined to check it out, right? This is basic psychology. Once you toss in audience segmentation tactics, you can greatly enhance your response rate. For instance, Marley Spoon successfully segmented their audience and received a 20% response rate from former subscribers. [1]
Another good example can be found in Lollypop Farm, an animal shelter in NY. They harnessed the power of personalization and almost doubled their response rate. Furthermore, they received more than double their usual donations. [2]
Addressable advertising is a way of showing a customer something they’ve already indicated they’re interested in. A prime example is that Facebook customizes the ads they show you based on a series of signals you unconsciously show them. Are you interested in bestselling books? You’ll begin to see lots of book ads. Are you looking for art from your favorite artist? Suddenly, shops that sell their art will show up in your ads.
One way that direct mail companies utilize addressable advertising is by combining their efforts with digital advertising campaigns. Thanks to Informed Delivery, it’s possible to run a simultaneous direct mail campaign with a free digital ad inside of each person’s daily digest. In a test of the system, the USPS discovered that 57% to 65% of these ads were clicked on.
Valvoline targeted specific customers by tying picture texts in with a written explanation. Adding in this one extra form of marketing enabled them to increase their coupon’s reach by 76%. [3]
Direct mail thrives on marketing innovation. One example is the usage of sensory experiences. By adding embossing, foiling, or scent to your mailers, you’ll be in a stronger position to capture attention and improve ROI. [4]
USPS Informed Delivery mail, sometimes incorrectly referred to as USPS Information Delivery, makes it easier to experiment with your messages and imagery. Rather than trying something completely new on your expensive direct mailers, you can see how well your audience responds by using Informed Delivery’s representative image instead.
To get the most out of each direct mail campaign while leveraging the power of Informed Delivery, you should always use these best practices from the USPS:
Using addressable marketing in concert with direct mail marketing will become an increasingly successful endeavor. After all, combining these two factors makes it possible to reach your customers wherever they are. It’ll be critical to properly manage your data from these campaigns, though. Otherwise, you’ll just be tossing money down the drain.
Informed Delivery has already increased website traffic for 39% of users, but what other innovations are on the horizon? [5] Informed Visibility will take on a bigger role, which is good news considering it increases website traffic for 48% of users. [5] Overall, there will be an even bigger emphasis placed on combining direct mail and digital advertising.
The Pittsburgh Pirates tested different ride-along images through Informed Delivery, which clearly showed them what option works best. One of their images had a 9% higher response rate, while the other had an astronomical 39% higher response rate. [6]
Another company that uses Informed Delivery, Bono’s Pit Bar-B-Q, experimented with grayscale versus color imagery. Surprisingly, the daily digests with the grayscale image saw a 35% higher click-to-open rate than the full-color image. [6] This confirmed what Informed Delivery already knew, as grayscale images have an average of a 13% higher click-to-open rate. [6] These campaigns teach us that it’s always a good idea to test out a theory rather than putting your entire marketing budget behind the idea that you think looks best.
Are you in the market for an enhanced direct mail campaign? Century Direct can help your business increase your ROI through direct mail processing, targeted mailing lists, postal optimization, and much more. Learn more by visiting our website. Once you’re ready to move forward, contact us right away!
