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.
The U.S. Postal Service has delivered mail since 1863, and regular price adjustments have long been part of the process. But what used to be occasional one-cent increases have evolved into significant hikes twice a year. With another USPS price increase in July 2025, many marketers are wondering: Is direct mail still a viable advertising channel? The answer is yes, especially when you take strategic steps to manage costs and maximize performance.
This last summer, the USPS rolled out its latest rate changes, impacting Marketing Mail Letters and Flats:
Marketing Mail Letters (Commercial Rates):
Marketing Mail Flats (4.0 oz or less):
Another transformative change that took effect in July 2025 is the elimination of the NDC (Network Distribution Center) postage discounts and a 30% reduction in SCF (Sectional Center Facility) postage discounts. While these changes may feel like a setback, there are innovative ways to keep your campaigns cost-effective and ROI-positive by optimizing every aspect of the logistics to maintain in-home performance.
Explore Postal Optimization & Logistics →
USPS offers valuable postage discounts for mailers who integrate advanced technologies. Adding features like QR codes, augmented reality, or "Hey Alexa" voice prompts can qualify you for the Emerging & Advanced Technology Promotion, which offers a discount between 3–4%. Another program offered by USPS is the Continuous Contact Promotion. In this program, mailers can receive a 3% discount for sending follow-up mailings repeatedly to the same qualified USPS Marketing Mail®.
These design enhancements not only save money but also drive engagement.
Contact Century Direct today to explore how you can take advantage of these USPS promotions to optimize your postal discounts and savings.
With postage rates climbing, sending fewer but more targeted mailings is a cost-efficient move. Data modeling enables you to focus your campaign on recipients most likely to convert, improving ROI while keeping your volume manageable.
Discover Data Management Services →
Don’t miss out on valuable 2025 USPS promotions:
Century Direct can help you enroll in USPS promotions and volume incentives to boost savings and campaign impact. Contact us to get started.
Addressing & Inserting Solutions →
Outdated addresses can quickly waste postage. Clean up your mailing lists using tools like NCOA and automated address validation. This not only improves deliverability but also protects your campaign ROI.
Get Help With Mailing List Hygiene →
Even with the new rate increases, direct mail remains one of the highest-performing marketing channels:
By tapping into USPS promotions and working with a knowledgeable partner, you can continue to outperform digital-only approaches.
Explore Omnichannel Marketing Services →
Century Direct helps you:
We’ve been helping brands create effective, cost-efficient direct mail campaigns since 1932. With our blend of experience, technology, and strategic insight, you can keep your campaigns profitable and scalable—even during a postal rate hike.
Learn More About Century Direct →
Contact Century Direct today to reduce your direct mail costs and unlock the full power of USPS promotions and smart targeting.
Is direct mail still viable after the July 2025 USPS changes?
Yes—when you leverage USPS promotions, predictive targeting, and rigorous list hygiene, direct mail remains a top-ROI channel even post-increase.
What changed in July 2025 that impacts cost and delivery?
Marketing Mail Letter/Flat rates increased, NDC entry discounts were eliminated, and SCF entry discounts were reduced ~30%—making precise destination entry/logistics planning essential.
Which USPS promotions are available now to offset postage?
Emerging & Advanced Technology (3–4%), Continuous Contact (3%), Informed Delivery (1%, stackable where allowed), Retargeting Technology (5%), and Reply Mail IMbA (up to 6%)—confirm eligibility and registration windows per mailing.
How do we reduce mailed volume without sacrificing performance?
Use modeled propensity scoring to prioritize high-likelihood households, suppress chronic non-responders, and re-mail qualified segments to lift conversions with fewer pieces.
What design and logistics choices cut costs today?
Stay within letter specs when feasible, use automation-friendly formats, add tech elements to qualify for promos, and plan destination entry/consolidation—paired with NCOA and address validation to prevent waste.
MELVILLE, N.Y., May 6, 2024 – Century Direct Solutions recently printed a hardcover book for Canon U.S.A., Inc., a leader in digital imaging solutions, that commemorated support of Yellowstone Forever and Canon’s steadfast commitment to social responsibility.
Century Direct Solutions, an Islandia, New York-based company involved in the direct mail marketing business since 1932, utilized the Canon varioPRINT iX32000 for high image quality while providing the attractive cost-efficiency of inkjet. In total, 1,000 copies were published of the 30-page book that features images from Charles “Chas” Glatzer, a Canon Explorer of Light who has spent decades capturing Yellowstone National Park with Canon cameras.
“Back in April of 2022, we installed the varioPRINT iX32000 in our Islandia facility. Decades working with toner based variable printers made the decision to move to ink jet technology a simple one,” said Christopher J. Callahan, general manager, Century Direct Solutions. “It was our goal to move work that had previously printed on toner based printers along with work that had previously printed in offset to the IX.
“Quality expectations were high and the iX was up to the task,” he added. “The ability to run the full spectrum of profiled stocks without a degradation in speed made the transition seamless. Variable color printing at high speeds and high quality was a game changer for us. Canon has proven to be an excellent partner from sales through service. The up-time on the IX far exceed our expectations.”
The books, which will be sold on site by Yellowstone Forever, located in Gardiner, Montana, employ striking imagery that highlights Yellowstone National Park’s pristine landscapes, offering a more intimate understanding of the park’s delicate ecosystems and the diverse wildlife it hosts. These important projects contribute to Canon’s corporate philosophy of Kyosei - which is defined as, "All people, regardless of race, religion, or culture, harmoniously living and working together into the future."
In addition to the vibrant photographs, please visit here for a video link to an awe-inspiring Yellowstone journey through a video by Canon Co-Creator Nathan Lee Allen, narrated by Glazer.
All images and video were created using the hybrid EOS R5 C. The hybrid camera effortlessly captures both photo and video, empowering Glatzer and Allen to unleash their creative potential while capturing the majesty of Yellowstone National Park.
About Canon Solutions America, Inc.
Canon Solutions America, Inc. provides industry leading enterprise, production, and large format printing solutions, supported by exceptional professional service offerings. Canon Solutions America, Inc. helps companies of all sizes discover ways to improve sustainability, increase efficiency, and control costs in conjunction with high volume, continuous feed, digital and traditional printing, and document management solutions. A wholly owned subsidiary of Canon U.S.A., Inc., Canon Solutions America, Inc. is headquartered in Melville, NY and has sales and service locations across the U.S. For more information on Canon Solutions America, please visit csa.canon.com.
The iX3200 complements our digital press room comprised of seven variable continuous and sheetfed presses. We offer our clients increased personalization with bold full-color variable data driven print using reliable inkjet technology. The installation of the iX3200 aligns with the market shift of color variable print on-demand and positions Century Direct for anticipated volume growth to best service our clients.
Our partnership with Canon helps us fully support our customers’ goals by providing a more personalized, impactful way to communicate. The iX3200 provides our clients with increased flexibility by providing additional media options with faster turnaround times.
All of us at Century Direct are excited to work with the technology behind the iX3200 and how it will benefit us and our clients.
