PRINTCOMM Blog
Why Your Direct Mail Success Depends as Much on Execution as Strategy
Even the most sophisticated direct mail strategy can fall apart if operational execution breaks down. As campaigns become more complex and timelines tighter, logistics, fulfillment, and production have become critical drivers of performance and ROI. Today, execution...
What Is a Lapsed Customer in Retail — and How Direct Mail Brings Them Back
In retail, “lapsed customer” is one of the most commonly used — and least consistently defined — terms in marketing. And that definition matters. In retail, when a customer lapses determines whether you can still influence them. Define lapse too late, and you’re...
How Direct Mail Earns Its Place in a Digital-First Channel Mix
Why Channel Mix Still Matters More Than Ever As marketing becomes increasingly digital, many brands are re-examining the role of direct mail. With budgets under pressure and performance scrutinized more closely than ever, the question comes up often: Does direct mail...
Protecting Margins in Acquisition Mail: Why Rich Offers Belong Only to Prospects
Why List Suppression and Rich Offers Matter More Than You Think One of the most common—and costly—mistakes in direct mail acquisition is assuming that only prospects redeem prospect offers. In reality, without proper list suppression, your best customers are often the...
Triggered Direct Mail Onboarding: How to Turn First-Time Buyers into Loyal Customers Faster
Acquiring a new customer is hard. It takes strategy, spend, and sustained effort to earn that first conversion. But what happens after that initial purchase is often where brands either build long-term profitability — or quietly lose momentum. For many companies,...
Direct Mail Attribution, Measurement & Digital Integration: Proving ROI in a Multichannel World
Direct mail continues to deliver strong response and conversion — but for many marketers, one challenge still lingers:How do you accurately measure what direct mail contributed in a complex, multi-touch customer journey? Between paid search, social, email, web...
How Machine Learning Is Transforming Direct Mail Performance
Why smarter data, better segmentation, and AI-driven targeting are becoming the new competitive edge Direct mail has always been a high-performing channel — but what’s changing is how marketers decide who to mail, what to send them, and when. The shift toward machine...
Relevance Is the New ROI: Why Personalization Drives Direct Mail Performance
Direct mail continues to outperform many digital channels — but only when it’s relevant. Today’s consumers will pay attention and respond to touches that address their needs, timing, and behaviors. If your mail doesn’t feel personal, it feels like noise. The message...
Data Quality, Targeting & List Hygiene: The Foundation of Direct Mail ROI
As direct mail costs rise, one truth is clearer than ever:Your results are only as strong as your data. A compelling offer and well-designed mail piece don’t matter if they reach the wrong person. Yet many marketers still struggle with outdated lists, bad addresses,...