Blog
Practical, sourced guides on making the mailbox a measurable channel: tracking, printing, ROI, and the research on why mail works.
ROI & benchmarks4 posts
Beyond response rate: how to measure real direct mail engagement
Response rate misses most of what mail actually does. JICMAIL data shows 4.5 interactions per piece over 7.8 days. Here is how I measure engagement that response rates hide.
How to improve direct mail response rates: the 40/40/20 rule in practice
The classic 40/40/20 rule says list and offer decide 80% of your response rate. Here is how I apply it, plus the tracking loop that improves every campaign after the first.
What direct mail really costs in 2026: a per-piece budget breakdown
Direct mail costs break into print, postage, list, and tracking. Here is the honest per-piece math for postcards, where the hidden costs hide, and a budget for your first campaign.
What ROI should you expect from direct mail? Honest benchmarks
ANA benchmarks put letter mail ROI at 112%, ahead of email's 93%. Here is how to read the direct mail ROI numbers, the formula I use, and what changes the outcome most.