david.dobbs@inkwellstl.com

Summer is a busy season for many businesses. Local events, outdoor festivals, seasonal sales, and community activities create plenty of opportunities to attract new customers. One of the best ways to reach nearby households during the summer is with Every Door Direct Mail, also known as EDDM.

EDDM allows businesses to send postcards, menus, flyers, and promotions to specific neighborhoods without needing a mailing list. It is affordable, targeted, and easy to scale for businesses of all sizes.

If you want to promote a summer event or increase seasonal sales, EDDM can help you get your message directly into local mailboxes.

What Is EDDM?

EDDM is a mailing service offered through the USPS. It allows businesses to send marketing materials to every home along selected mail carrier routes.

Instead of buying or building a mailing list, you choose the neighborhoods you want to target. Your mail pieces are then delivered to every address on those routes.

This makes EDDM a great option for:

• Restaurants
• Retail stores
• Gyms and fitness centers
• Nonprofits
• Real estate agents
• HVAC companies
• Landscaping companies
• Summer camps
• Event organizers

Because it focuses on geographic targeting, EDDM works especially well for businesses that serve local customers.

Why EDDM Works Well During the Summer

Summer gives businesses more chances to connect with customers. People attend events, travel locally, shop for seasonal products, and spend more time outside the home.

Direct mail stands out during this time because it gives customers something physical to hold onto. A well-designed postcard or flyer can stay on a kitchen counter for days.

Summer promotions also tend to feel more urgent. Limited-time offers and seasonal events encourage faster action.

Some common summer EDDM campaigns include:

• Summer sales
• Outdoor event promotions
• Grand openings
• Fundraising events
• Back-to-school promotions
• Seasonal menu launches
• Community festivals
• Summer service reminders

Choosing the Right Mail Piece

Postcards are one of the most popular choices for EDDM campaigns. They are affordable, easy to read, and highly visible.

Flyers and oversized mailers can also work well if you need more space for information.

Your mail piece should include:

• A clear headline
• Bright seasonal visuals
• Your logo and contact information
• A strong call to action
• A limited-time offer
• Easy-to-read text

Avoid overcrowding the design. Keep your message focused on one main goal.

For example, if you are promoting a summer event, focus on the event details and how people can attend. If you are promoting a sale, make the discount easy to spot immediately.

Target the Right Neighborhoods

One of the biggest advantages of EDDM is the ability to choose where your mail goes.

The USPS EDDM tool allows businesses to select carrier routes based on location and demographics. This helps you focus your budget on the customers most likely to respond.

For example:

• A restaurant may target neighborhoods within five miles
• A summer camp may target areas with families and children
• A landscaping company may focus on higher-income neighborhoods
• A nonprofit may target areas close to an event location

Choosing the right routes can improve response rates and lower wasted marketing costs.

Timing Matters

Summer calendars fill up quickly. Sending your mail at the right time is important.

For events, mail pieces should usually arrive two to three weeks before the event date. This gives people enough time to plan while keeping the event fresh in their minds.

For summer sales, businesses often see strong results by mailing shortly before holiday weekends like Memorial Day or the Fourth of July.

Consistency also matters. Instead of mailing once, many businesses see better results from multiple mailings throughout the season.

Combine EDDM With Digital Marketing

EDDM works even better when paired with digital marketing.

For example, businesses can:

• Use the same design on social media
• Add QR codes to mailers
• Send customers to a landing page
• Promote online ordering
• Encourage email signups

This creates multiple touchpoints and helps customers remember your business.

A customer may first notice your postcard in the mail and later see your business again on social media. That repeated exposure builds trust and increases response rates.

Work With a Printing and Mailing Partner

Successful EDDM campaigns require more than just a good design. Printing quality, route selection, mailing regulations, and timing all play a role.

Working with an experienced printing and mailing company can help simplify the process.

At Inkwell Printing Company, we help businesses create professional EDDM campaigns from start to finish. From printing and design to route selection and mailing preparation, our team helps make the process easier and more effective.

Final Thoughts

Summer is one of the best times of year to connect with local customers. EDDM offers an affordable and effective way to promote seasonal sales, events, and services.

With the right design, targeting, and timing, businesses can use direct mail to increase visibility and drive more customers through the door.

If your business is planning a summer promotion, now is a great time to start preparing your EDDM campaign.

Contact us with any of your printing and direct mail needs!

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

Marketing works better when people feel like the message was created specifically for them. That is one reason personalized marketing continues to grow. Businesses and nonprofits want to connect with customers in a more direct and meaningful way. One of the best tools for this is variable data printing.

Variable data printing allows businesses to customize printed materials for different recipients without slowing down the printing process. Instead of sending the exact same postcard, letter, or flyer to every person, you can personalize details like names, locations, offers, images, and more.

At Inkwell Printing Company, we help businesses and nonprofits use variable data printing to create more effective direct mail campaigns and printed marketing materials. Here is what variable data printing is, how it works, why it matters for your marketing strategy, and what we have learned over our 30 years in business.

What Is Variable Data Printing?

Variable data printing, often called VDP, is a digital printing method that changes certain elements within a print piece from one copy to the next.

These changes are pulled from a mailing list or database. The overall design stays the same, but personalized information can be added automatically during the printing process.

Examples of variable information include:

• Customer names
• Company names
• Addresses
• Custom offers
• Personalized headlines
• Different images
• Unique coupon codes
• Membership numbers
• Donation amounts

For example, a nonprofit organization could send donation letters that greet each donor by name and reference their previous giving history. A local business could send postcards featuring offers based on a customer’s past purchases.

How Variable Data Printing Works

Variable data printing combines a print design with a customer database.

The database contains the information you want to personalize. The printing software connects that information to the design template and automatically updates each printed piece as it is produced.

This process allows thousands of unique pieces to be printed quickly and efficiently.

A basic example could look like this:

• John receives a postcard with a discount on landscaping services.
• Sarah receives the same postcard design but with an offer for lawn maintenance.
• Mike receives a postcard promoting seasonal cleanup services.

The layout stays consistent, but the message changes based on the recipient.

Why Personalized Print Marketing Matters

People receive countless marketing messages every day. Personalized print materials help your business stand out.

When customers see their name or receive an offer that matches their interests, they are more likely to pay attention. Personalized marketing feels more relevant and less generic.

Studies have consistently shown that personalized direct mail campaigns often generate higher response rates than non-personalized campaigns.

Variable data printing helps businesses:

• Increase response rates
• Improve customer engagement
• Build stronger customer relationships
• Create more targeted campaigns
• Reduce wasted marketing costs
• Improve return on investment

Instead of sending one general message to everyone, you can create marketing that feels more specific and useful.

Common Uses for Variable Data Printing

Variable data printing works well across many industries and types of organizations.

Direct Mail Campaigns

Direct mail is one of the most common uses for variable data printing. Businesses can personalize postcards, letters, brochures, and promotional pieces for different audiences.

This works especially well for:

• Retail promotions
• Service reminders
• Real estate marketing
• Healthcare notices
• Membership renewals
• Political campaigns

Nonprofit Fundraising

Nonprofits often use variable data printing to strengthen donor communication.

Personalized donation appeals can include:

• Donor names
• Previous donation history
• Suggested giving amounts
• Custom messaging based on donor activity

These details help donors feel more connected to the organization.

Customer Loyalty Programs

Businesses can use variable data printing for loyalty mailers, coupons, birthday promotions, and special offers.

A personalized coupon is often more effective than a general advertisement because it feels more relevant to the customer receiving it.

Event Invitations

Custom invitations can include personalized attendee names, seating information, QR codes, or event schedules.

This creates a more professional and organized experience for guests.

Variable Data Printing and Mailing Services

Variable data printing becomes even more powerful when combined with professional mailing services.

Combining printing services with mailing services can help businesses:

• Save time
• Reduce errors
• Improve mailing accuracy
• Meet USPS requirements
• Streamline campaign management

Handling everything through one provider also simplifies communication and project management.

Is Variable Data Printing Expensive?

Many businesses assume personalized printing is expensive, but digital printing technology has made variable data printing more affordable than ever.

For many campaigns, the improved response rates offset the additional setup costs.

Variable data printing can actually reduce waste by helping businesses target the right audience instead of sending generic marketing materials to everyone.

A smaller, highly targeted campaign often performs better than a larger untargeted campaign.

Tips for Successful Variable Data Printing Campaigns

To get the best results from variable data printing, keep these tips in mind:

Use Accurate Data

Your campaign is only as good as your mailing list. Make sure names, addresses, and customer information are current and accurate.

Keep the Design Simple

Personalization should improve the message without making the design feel cluttered.

Segment Your Audience

Different customers respond to different offers. Divide your audience into groups based on interests, demographics, or buying behavior.

Include a Clear Call to Action

Tell recipients exactly what you want them to do next. This could include:

• Visiting your website
• Calling your office
• Using a coupon
• Making a donation
• Scheduling an appointment

Track Results

Use coupon codes, QR codes, or campaign tracking methods to measure the effectiveness of your campaign.

Final Thoughts

Variable data printing helps businesses and nonprofits create more personalized and effective marketing materials. Instead of sending one generic message to everyone, you can create targeted print campaigns that connect with people on a more personal level.

Whether you are sending postcards, donation appeals, promotional letters, or event invitations, personalized printing can help improve engagement and increase response rates.

If you are interested in using variable data printing for your next campaign, Inkwell Printing Company can help you create professional print materials and mailing campaigns that deliver results.

Contact us with any of your printing and direct mail needs!

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

Direct mail continues to be one of the most effective ways to reach customers, especially for local businesses and nonprofit organizations. A well-designed postcard, flyer, or mailer can grab attention quickly and drive real action. But even strong offers can fail when the design misses the mark.

Many businesses focus heavily on printing and postage costs while overlooking the actual layout and messaging of the piece itself. Small design mistakes can lower response rates and reduce the return on your marketing investment.

Here are some of the most common direct mail design mistakes and how to avoid them.

Too Much Information

One of the biggest mistakes businesses make is trying to say everything at once. A crowded mailer filled with paragraphs of text, too many images, or multiple offers can overwhelm the reader.

Direct mail works best when the message is simple and easy to understand within seconds. Focus on one primary goal. Whether you want customers to call, visit your website, attend an event, or make a purchase, the design should guide them toward that action clearly.

Keep headlines short, use bullet points when possible, and leave enough white space to make the piece easy to scan.

Weak or Missing Call to Action

Every direct mail piece should answer one important question: What should the customer do next?

A common mistake is assuming the reader will figure that out on their own. Without a clear call to action, even a visually appealing mailer may fail to generate results.

Strong calls to action include phrases like:

• Call today for a free estimate
• Visit our website to claim your discount
• Bring this postcard in for 20% off
• Donate online before the campaign deadline

Your call to action should stand out visually and appear multiple times throughout the piece.

Poor Image Quality

Low-resolution images can make even professional businesses appear unprofessional. Blurry photos, stretched graphics, and pixelated logos can quickly hurt credibility.

High-quality visuals are especially important in postcard marketing and direct mail campaigns because recipients often judge the business before reading a single word.

Always use print-ready images and work with a commercial printer that can help ensure your files are optimized for professional printing.

Hard-to-Read Fonts

Fancy fonts may look creative on a computer screen, but they often become difficult to read in print. Small font sizes and poor color contrast can also make important information easy to miss.

Stick with clean, professional fonts and make sure text stands out clearly against the background. Important details like phone numbers, website addresses, and offers should be easy to read at a glance.

Ignoring the Mailing List

Even the best-designed mailer can fail if it reaches the wrong audience. One of the most overlooked parts of a successful direct mail campaign is the quality of the mailing list.

Targeting the right audience improves response rates and helps reduce wasted postage costs. Businesses should carefully consider who they are trying to reach based on location, demographics, customer history, or buying behavior.

For local campaigns, EDDM services can also help businesses target neighborhoods without needing a full mailing list.

No Branding Consistency

Your direct mail piece should match the rest of your branding. When colors, logos, messaging, and tone are inconsistent, customers may not immediately recognize your business.

Consistent branding helps build trust and improves recognition over time. Your postcards, brochures, flyers, and digital marketing should all feel connected.

Forgetting About Print Specifications

Designing without considering bleed areas, safe zones, or mailing regulations can create expensive problems during production.

Elements placed too close to the edge may get trimmed off, and incorrect sizing can delay mailing services or increase postage costs.

Working with an experienced commercial printing company can help avoid these issues before the project goes to print.

Final Thoughts

Direct mail remains a powerful marketing tool when it is designed strategically. Avoiding common mistakes can improve response rates, strengthen your brand image, and help your marketing dollars go further.

Whether you are creating postcards, fundraising mailers, flyers, or brochures, thoughtful design and professional printing make a major difference in the success of your campaign.

At Inkwell Printing Company, we help businesses and nonprofit organizations create high-quality direct mail pieces that are designed to get results. From printing services to mailing services and EDDM campaigns, our team can help guide your project from start to finish.

Contact us with any of your printing and direct mail needs!

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

Printing is still one of the most effective ways for small businesses to market themselves. But it is also an area where money can quietly slip away if decisions are rushed or not fully understood. From ordering the wrong quantities to using inefficient mailing strategies, small mistakes can add up fast.

Here are some of the most common ways small businesses waste money on printing and how to avoid them.

1. Ordering the Wrong Quantity

One of the biggest cost drivers in printing is quantity. Ordering too few pieces often leads to higher per-unit costs, while ordering too many can result in wasted materials sitting on a shelf.

How to fix it:
Work with your printer to find the most cost-effective run size based on your needs. For recurring materials like brochures or flyers, consider slightly larger runs to reduce cost per piece. For time-sensitive campaigns, keep quantities tighter to avoid waste.

2. Ignoring Bulk Mail and Postage Discounts

Postage is often just as expensive as the printing itself. Many businesses miss out on savings by sending mail at full postage rates instead of using bulk mail or EDDM options.

How to fix it:
Take advantage of direct mail programs that offer discounted postage. Services like EDDM can significantly reduce costs when targeting specific geographic areas. Pairing printing services with mailing services also helps streamline the process and eliminate costly errors.

3. Poor Mailing List Quality

Sending mail to outdated or incorrect addresses wastes both printing and postage. Even a small percentage of bad data can have a noticeable impact on your budget.

How to fix it:
Regularly clean and update your mailing list. Remove duplicates, verify addresses, and segment your audience to make sure your message is reaching the right people. A smaller, more targeted list often performs better and costs less.

4. Design Mistakes That Lead to Reprints

Simple design errors like incorrect sizing, missing bleed, or low-resolution images can lead to reprints. That means paying for the same job twice.

How to fix it:
Follow print-ready guidelines from the start. Make sure files are set up correctly with proper dimensions, bleed, and high-resolution images. When in doubt, have your printer review the file before production. This step alone can prevent costly mistakes.

5. Choosing the Wrong Materials

Not every project needs premium paper or specialty finishes. On the flip side, going too cheap can hurt your brand’s perception and reduce effectiveness.

How to fix it:
Match the material to the purpose. Postcards for mass mail campaigns may not need heavy stock, while a leave-behind brochure for a sales meeting should feel more substantial. A good printing partner can recommend options that balance cost and impact.

6. Not Planning Campaigns in Advance

Last-minute printing often leads to rush fees, limited material options, and missed opportunities to save on bulk production.

How to fix it:
Plan campaigns ahead of time. This gives you flexibility to choose cost-effective options, bundle print jobs together, and align printing with mailing schedules. Advanced planning almost always results in better pricing.

7. Treating Print and Mail as Separate Processes

Managing printing and mailing through different vendors can lead to miscommunication, delays, and added costs.

How to fix it:
Use a provider that offers both printing services and mailing services. Combining these steps reduces errors, speeds up turnaround time, and often lowers overall costs.

Final Thoughts

Printing does not have to be a drain on your budget. Most wasted spend comes from avoidable mistakes like poor planning, incorrect quantities, or inefficient mailing strategies. By making a few adjustments and working with the right partner, small businesses can get better results while spending less.

If you are looking to improve your next project, focus on smarter planning, cleaner data, and a more strategic approach to direct mail. The savings will show up quickly, and so will the results

Contact us with any of your printing and direct mail needs!

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

When businesses invest in direct mail, the goal is simple: get results. Whether that means more sales, more website visits, or more donations, a high converting direct mail piece does not happen by accident. It is built with intention, strategy, and attention to detail.

If your past mailers have not delivered the results you expected, the issue is usually not direct mail itself. It is how the piece was designed, targeted, and executed. Here is what separates a high converting direct mail piece from one that gets tossed aside.

Start with a Clear Goal

Every effective direct mail campaign begins with a specific goal. Trying to accomplish too much at once often leads to confusion for the recipient.

Ask yourself:

• Are you trying to drive traffic to a website?
• Promote a limited time offer?
• Generate donations for a nonprofit campaign?

A strong mail piece focuses on one primary action. When the goal is clear, every part of the design and message supports that outcome.

Target the Right Audience

One of the biggest advantages of direct mail is the ability to target specific households or demographics. A high converting piece is not sent to everyone. It is sent to the right people.

This is where mailing lists and tools like EDDM can make a difference. Instead of casting a wide net, you can focus on neighborhoods, income levels, or customer segments that are more likely to respond.

For nonprofits, this could mean segmenting past donors versus new prospects. For small businesses, it might mean focusing on customers within a certain radius.

Better targeting leads to better response rates. It is that simple.

Use a Strong, Clear Headline

The headline is the first thing people see. If it does not grab attention immediately, the rest of your message may never get read.

High converting headlines:

• Focus on a benefit
• Create urgency
• Speak directly to the reader

For example, “Save 20% on Your Next Order” is stronger than “Our Spring Promotion Is Here.” The first one tells the reader exactly what they get and why it matters.

Keep the Message Simple

A common mistake in direct mail is trying to include too much information. When a mail piece feels cluttered or overwhelming, people tune out.

Instead:

• Use short paragraphs
• Highlight key points
• Focus on one main offer

Clarity always outperforms complexity. If someone can understand your message in a few seconds, you are on the right track.

Include a Clear Call to Action

Every high converting mailer tells the reader exactly what to do next.

Examples include:

• Visit a website
• Scan a QR code
• Call a phone number
• Bring the mailer into a store

Make the call to action easy to find and easy to follow. Avoid vague phrases like “learn more.” Be direct and specific.

For example, “Visit our website today to claim your discount” is much more effective.

Design for Impact

Visual design plays a major role in whether your mail piece gets noticed and remembered.

Strong design includes:

• High quality images
• Clean layout with plenty of white space
• Consistent branding
• Easy to read fonts

Avoid overcrowding the piece with too many elements. A clean, professional design builds trust and keeps the focus on your message.

Offer Something Valuable

People are more likely to respond when there is a clear incentive.

This could be:

• A discount or special offer
• A limited time promotion
• A free consultation
• A donation match for nonprofits

The key is to make the offer feel worthwhile. If the value is not clear, response rates will suffer.

Make It Personal

Personalization can significantly increase response rates. Even simple touches can make a difference.

Examples include:

• Using the recipient’s name
• Referencing past purchases or donations
• Tailoring messaging to a specific audience segment

When a mail piece feels relevant, it is much more likely to be read and acted on.

Timing Matters

Even the best designed mail piece can fall flat if it is sent at the wrong time.

Consider:

• Seasonal trends
• Holidays
• Business cycles

For example, nonprofits often see strong results with end of year campaigns. Retail businesses may perform better with promotions tied to specific seasons or events.

Track and Improve Results

A high converting direct mail strategy is not a one time effort. It is something you refine over time.

Use tools like:

• Unique promo codes
• Dedicated landing pages
• QR codes

These allow you to track responses and understand what is working. From there, you can adjust future campaigns to improve performance.

Final Thoughts

A high converting direct mail piece is not about flashy design or long messaging. It is about clarity, relevance, and execution.

When you combine strong targeting, a clear offer, simple messaging, and a compelling call to action, direct mail becomes one of the most effective marketing tools available to small businesses and nonprofits.

If your goal is to get better results from your marketing, focusing on these fundamentals is a smart place to start.

Contact us with any of your printing and direct mail needs!

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

When planning a direct mail campaign, one of the first decisions you will face is format. Should you send a postcard or a letter? Both are proven tools in direct mail, but they serve different purposes and perform differently depending on your goal.

If you are trying to get the most out of your marketing budget, understanding when to use each format can make a real difference.

Why Postcards Work

Postcards are one of the most efficient tools in print marketing. They are simple, cost effective, and designed to deliver a message quickly.

The biggest advantage of a postcard is visibility. There is no envelope to open, which means your message is immediately seen. This makes postcards a strong option for promotions, announcements, and brand awareness campaigns.

Postcards also work well with EDDM campaigns. If you are targeting a specific geographic area without a mailing list, postcards allow you to reach every household on a route at a lower cost.

Best uses for postcards:

• Sales and promotions
• Event announcements
• New business introductions
• Local awareness campaigns
• High volume EDDM mailings

Because they are shorter, postcards rely heavily on strong design and a clear call to action. You have limited space, so every word and visual matters.

Why Letters Still Matter

Letters take a different approach. They require more effort from the recipient, but they also create a more personal experience.

When someone opens an envelope and reads a letter, they are more likely to spend time with your message. This makes letters ideal for more detailed communication, especially when trust and connection are important.

For nonprofits, letters are often the better choice. Fundraising appeals, donor updates, and personalized messages tend to perform better in letter format because they feel more intentional and less like advertising.

Best uses for letters:

• Fundraising campaigns
• Donor communications
• Detailed offers or explanations
• High value or high consideration services
• Personalized outreach

Letters also allow for more customization. With variable data printing, you can tailor each message to the recipient, which can improve response rates.

Cost vs. Impact

Postcards are typically more affordable to print and mail. There are fewer materials involved, and postage is often lower. This makes them a strong choice for businesses that need to reach a large audience without overspending.

Letters, on the other hand, come with higher production and mailing costs. You have the envelope, the letter itself, and sometimes additional inserts. However, the increased engagement can justify the cost, especially for campaigns where each response is valuable.

The decision often comes down to your goal. If you need reach and frequency, postcards are hard to beat. If you need depth and connection, letters are usually the better investment.

Response Rates and Strategy

There is no one size fits all answer when it comes to performance. Both formats can deliver strong results when used correctly.

Postcards tend to generate quick responses. They are ideal for short term campaigns where you want immediate action. Letters tend to generate more thoughtful responses, especially when the message requires explanation or emotional connection.

In many cases, the best strategy is to use both. A postcard can introduce your message and build awareness, followed by a letter that provides more detail and drives action.

Choosing the Right Format

Before you decide, ask a few simple questions:

• What is the goal of this campaign?
• How much information do I need to share?
• Who is my audience?
• What is my budget?

If your message is simple and you want to reach as many people as possible, postcards are likely the right choice. If your message is more complex or personal, letters will usually perform better.

Final Thoughts

Both postcards and letters play an important role in direct mail. The key is choosing the format that aligns with your message and your audience.

At Inkwell Printing Company, we help businesses and nonprofits plan, print, and deliver campaigns that get results. Whether you are launching a postcard campaign or sending a personalized letter, the right format can make all the difference.

Contact us with any of your printing and direct mail needs!

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com