Marketing

Choosing the right mailing list is one of the most important steps in building a successful direct mail campaign. Even the best-designed postcards or brochures won’t bring results if they aren’t reaching the right audience. Whether you’re a nonprofit looking to increase donations or a small business trying to attract new customers, the list you choose determines how effective your mailing will be.

Why the Mailing List Matters

Your mailing list is the foundation of your campaign. It defines who will see your message, how many people will receive it, and what kind of results you can expect. A carefully targeted list ensures your materials are landing in the hands of people who are most likely to respond. On the other hand, a poorly chosen list leads to wasted printing and postage costs.

Types of Mailing Lists

There are several types of mailing lists to consider, and each one has its own strengths:

1. House Lists
   These are lists you build internally, often made up of past donors, customers, or people who have expressed interest in your organization. House lists usually perform the best since they reach people who already have a connection with you.
2. Response Lists
   These lists are made up of people who have responded to similar offers in the past. For nonprofits, that could mean people who have donated to similar causes. For small businesses, it could include buyers of products in your industry.
3. Compiled Lists
   These lists are created from public records, surveys, and other data sources. They can be segmented by demographics, geography, or lifestyle factors. While not as strong as house or response lists, compiled lists are often the most affordable and can help you reach new audiences.

Key Factors to Consider

When selecting a mailing list, think about these important factors:

• Audience Fit: Does the list match the demographics, interests, and needs of your ideal customer or donor?
• Geography: For local businesses and nonprofits, targeting by zip code or neighborhood helps you focus on people nearby.
• List Quality: Ask how often the list is updated. An outdated list with bad addresses can drive up your costs.
• Quantity vs. Quality: A smaller, well-targeted list will usually perform better than sending thousands of pieces to an unfocused group.

Using EDDM as an Option

Every Door Direct Mail (EDDM) is another way to target households without needing a purchased list. With EDDM, your mailers go to every address in a chosen postal route. This option is great for local restaurants, retail shops, and community-based nonprofits that want to saturate a specific area.

Partnering with a Printing Company

Working with a printing company that also offers mailing services makes the process smoother. At Inkwell Printing Company, we help nonprofits and small businesses not only design and print their materials, but also choose the right mailing list for them. This ensures your campaign is both cost-effective and results-driven.

Final Thoughts

Your message is only as strong as the list you send it to. By taking the time to choose the right mailing list, you can stretch your marketing dollars further and see better results. Whether you rely on a house list, purchase a targeted list, or use EDDM, the key is making sure your mail reaches the people who matter most.

Contact us with any of your printing needs!

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When planning an event, one of the biggest challenges is making sure people actually show up. Whether you are organizing a nonprofit fundraiser, a community gathering, or a product launch, getting attendees through the door is essential to success. While digital marketing plays a role, printed materials remain one of the most reliable and cost-effective ways to increase turnout.

Why Print Works for Events

Printed materials stand out because they are tangible and personal. A flyer handed to someone, a postcard arriving in the mail, or a brochure available at a local business keeps your event top-of-mind in ways that digital reminders cannot always match. Print also reaches audiences who may not be active online, ensuring no potential guest is overlooked.

Flyers: Quick Impact and Wide Reach

Flyers are one of the most versatile tools for promoting events. They can be posted in community centers, distributed in local businesses, or handed out at busy intersections. Effective flyer printing combines bold headlines, eye-catching graphics, and clear event details. Nonprofits often see strong results by including a compelling image or short testimonial, while small businesses can benefit from highlighting exclusive offers tied to the event.

Postcards: Personal and Memorable

Postcard marketing is another powerful way to boost attendance. Delivered directly into mailboxes, postcards create a personal connection and are often saved on refrigerators or bulletin boards as reminders. They are cost-effective to print and mail, especially when using Every Door Direct Mail (EDDM) to target local neighborhoods. Including a QR code or special RSVP link gives recipients an easy way to respond immediately.

Brochures: Inform and Engage

For events that require more details, brochure printing provides space to share schedules, speaker bios, or sponsorship opportunities. A well-designed brochure not only informs but also builds excitement. Nonprofits can use brochures to show the impact of past fundraisers, while businesses can highlight the value attendees will gain from coming to the event.

The Power of Direct Mail

Direct mail campaigns remain a cornerstone of event promotion. A coordinated mailing schedule leading up to the event builds anticipation and keeps your message in front of your audience. Start with a save-the-date postcard, follow up with a flyer or brochure, and close with a final reminder mailer a week before the event. This layered approach ensures your event does not get forgotten in a busy schedule.

Tips for Successful Print Campaigns

1. Plan early – Printing and mailing take time, so build in a buffer to ensure everything arrives on schedule.
2. Keep design simple – Use bold fonts, clear layouts, and avoid overcrowding the page.
3. Use a call to action – Encourage readers to RSVP, buy tickets, or scan a QR code.
4. Leverage partnerships – Place flyers in local shops, gyms, or cafes to expand your reach.
5. Match your print to your audience – Use high-quality paper for gala invitations, or simple postcards for community events.

Bringing It All Together

When done right, printed materials create a powerful connection with your audience and give your event the visibility it needs. Nonprofits can raise more awareness for fundraisers, and small businesses can ensure higher attendance at product launches or community events. By combining flyer printing, postcard marketing, brochure printing, and direct mail, you can maximize turnout and make your event a success.

Contact us with any of your printing needs!

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When it comes to marketing that gets noticed, business postcards are one of the most reliable print tools available. Unlike emails that often end up in spam folders or digital ads that disappear with a scroll, postcards put your message directly into a customer’s hands. They are affordable, versatile, and effective for businesses of every size. If you want to maximize results with postcard marketing, it is important to understand postcard sizes, design styles, and strategies that work.

Choosing the Right Size

The first step in a successful postcard campaign is selecting the right size. The United States Postal Service (USPS) offers a variety of options, and the size you choose can impact both cost and visibility.

• Standard Postcards (4″ x 6″)
  These are the most cost-effective and are eligible for the lowest postage rates. They are great for simple announcements or special offers.
• Large Postcards (5″ x 7″ or 6″ x 9″)
  Larger sizes give you more design space and are more noticeable in a stack of mail. They are a popular choice for promoting new products or seasonal sales.
• Oversized Postcards (6″ x 11″)
  Oversized postcards stand out the most and are highly effective for major campaigns. While they cost more to mail, their visibility often leads to stronger response rates.

Pairing your message with the right size can make the difference between being overlooked or being read.

Designing a Postcard That Works

The design of your postcard is just as important as the message itself. Clear visuals and concise text will keep recipients engaged. Here are some best practices:

• Prioritize the Headline
  Your headline should be bold, short, and benefit-driven. Think of it as the hook that makes the recipient want to read further.
• Use High-Quality Images
  A professional image or well-designed graphic instantly communicates credibility. Blurry or low-resolution images can weaken your message.
• Keep It Simple
  Too much text can overwhelm readers. Focus on one key message or call to action rather than trying to cover everything at once.
• Include a Call to Action
  Every postcard should guide the reader on what to do next. Whether it’s visiting your website, calling for a quote, or stopping by your store, make it clear and easy to follow.

Strategies for Success

A postcard is only effective if it reaches the right audience at the right time. That is why strategy matters.

• Target the Right Audience
  Use your mailing list wisely. Segment your customers based on demographics, buying history, or location to ensure your postcards reach people most likely to respond.
• Take Advantage of EDDM
  Every Door Direct Mail (EDDM) from USPS allows you to target entire neighborhoods without needing a mailing list. This is especially effective for local businesses looking to increase community visibility.  It also is likely the most cost-effective strategy of any of the lists.
• Track Your Results
  Include a special code, landing page, or phone number on your postcard so you can measure response rates. Tracking helps you improve future campaigns by showing what works best.
• Stay Consistent
  One mailing may bring some results, but consistent campaigns create lasting brand recognition. Repetition builds trust and keeps your business top of mind.

Why Postcards Work

Business postcards remain one of the most cost-effective print marketing tools available. They require no envelope, are easy to read quickly, and can be designed to fit nearly any budget. When combined with professional design and targeted mailing services, postcards have the power to bring in new customers, strengthen loyalty, and drive revenue.

Whether you are promoting a grand opening, sending out seasonal offers, or introducing a new product, postcards can deliver your message clearly and effectively. With the right size, design, and strategy, postcard marketing will continue to be a valuable part of your business growth.

Contact us with any of your printing needs!

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When local businesses want to get the word out quickly and effectively, few marketing tools work as well as direct mail. One of the most cost-effective and user-friendly options available today is Every Door Direct Mail (EDDM), a program offered by the United States Postal Service (USPS). EDDM helps businesses reach every home or business within a specific geographic area, without the need to purchase a mailing list or print individual names and addresses.

If your business is looking to increase visibility in your neighborhood or drive foot traffic to your storefront, EDDM might be one of the simplest ways to do it.

What Is EDDM?

Every Door Direct Mail allows you to target mailing routes rather than individuals. You can select routes by ZIP code and deliver postcards, flyers, or brochures to every mailbox along that route. There’s no need to buy a mailing list or apply individual addresses. Your printed piece is delivered to every address within the area you choose.

It’s ideal for local restaurants, service providers, real estate agents, auto shops, and retail businesses that want to stay top of mind within their communities.

Why Choose EDDM Over Traditional Mailings?

There are several key advantages to choosing EDDM as part of your direct mail marketing strategy:

1. Cost Savings

One of the most appealing aspects of EDDM is the pricing. EDDM offers lower postage rates compared to standard marketing mail, making it an excellent fit for small businesses on a budget. Since there’s no need to rent or buy a list of addresses, you also save on data and list management expenses.

2. Simplicity and Speed

Setting up an EDDM campaign is easy. With the help of a commercial printing partner, you can design your mailer, select your delivery area using the USPS online tool, and have your piece printed, bundled, and prepared for delivery. This means your message gets into mailboxes faster, without complicated logistics or time-consuming data entry.

3. Broad Local Reach

Because EDDM targets every household or business in a selected area, it ensures broad visibility. If you’re opening a new location, running a seasonal promotion, or announcing a limited-time offer, this method makes sure your message reaches your entire community.

4. Flexibility in Design

EDDM supports a variety of formats, especially larger postcards and flyers. That gives you more space to highlight special offers, use bold visuals, and clearly explain your products or services. These larger pieces often stand out in the mailbox and are more likely to be noticed and kept.

5. Better ROI for Local Marketing

Local businesses benefit most when marketing dollars stay focused on the immediate customer base. With EDDM, you’re not spending money to reach people outside your service area. This focus can improve your return on investment, especially when paired with a strong call-to-action and a time-sensitive promotion.

How to Get Started

To begin an EDDM campaign, you’ll need to do three things:

1. Design a Mailer – Work with your commercial printer to create a piece that meets USPS size requirements and stands out visually. Postcards are the most common format, but flyers and folded self-mailers are also popular.
2. Choose a Mailing Area – Use the USPS EDDM Online Tool to select routes based on ZIP code, average income, or household size. You can refine your targeting to match your ideal customer profile.
3. Print and Bundle – Your printer can help prepare the required paperwork, bundle the pieces correctly, and deliver them to the appropriate USPS location for distribution.

Let a Printing Partner Help

While EDDM is relatively simple, there are still USPS requirements to follow, including size guidelines, bundling rules, and documentation. That’s where a professional printing company can make the process seamless. From designing your mailer to preparing your EDDM bundle, working with a printing partner ensures you get it right the first time.

 

Contact us with any of your printing 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

If you’re planning a direct mail campaign, understanding USPS mailing regulations is a must. These rules impact how much you pay for postage, how quickly your mail gets delivered, and whether your design is even accepted. For small businesses and nonprofit organizations alike, navigating the USPS requirements can feel overwhelming. But with a bit of planning and the right printing partner, you can stay compliant and get your materials out the door on time.

Why USPS Mailing Regulations Matter

The United States Postal Service has specific guidelines that apply to commercial mail. These rules cover everything from postcard sizes to address placement. Following these regulations not only ensures your mail is processed efficiently, but it also helps you qualify for bulk mail discounts and other postage savings.

Ignoring USPS mailing regulations can result in returned mail, added fees, or delays in delivery. That’s why it’s essential to design and prepare your materials with these standards in mind from the start.

Size and Shape Requirements

One of the first things to consider is the physical size and shape of your mail piece. USPS categorizes mail based on its dimensions:

• Postcards must be rectangular, at least 3.5″ x 5″ and no larger than 4.25″ x 6″
• Letters can be up to 6.125″ x 11.5″
• Flats (like large envelopes) must not exceed 12″ x 15″

If your mail piece doesn’t fall within these standard sizes, it may be reclassified, and you’ll end up paying more in postage. Unusual shapes or oversized items typically don’t qualify for bulk mailing rates.

Address Placement and Clear Zones

Every direct mail piece needs a properly placed address and barcode to be machine-readable. Here are a few key points:

• The recipient address must be on the same side as the postage.
• Leave a clear space in the lower right corner for the USPS barcode.
• Avoid placing text or images too close to the address block.

The USPS also requires a minimum type size for addresses (usually 8-point font or larger) and recommends using standard fonts like Arial or Helvetica for clarity.

Postage Options: Retail, Presort, and EDDM

There are several postage categories, each with different rules and pricing structures:

• Retail Mail: This is what most people use when sending a few letters or postcards. It’s the most expensive option for larger campaigns.
• Presorted Mail: This applies when you’re sending at least 500 pieces. You get lower postage rates by sorting mail by ZIP Code and preparing it for automated processing.
• Every Door Direct Mail (EDDM): A great option for targeting neighborhoods without needing a mailing list. EDDM has its own set of size requirements and preparation steps.

Knowing which category your campaign falls under will help you budget accurately and choose the right printing services.

Permit Indicia and Postage Payment

If you’re mailing in bulk, you’ll likely need a permit imprint, also known as an indicia. This printed mark replaces a stamp or meter and shows the USPS that your postage has been prepaid. You must include specific wording and layout to meet USPS standards, and the indicia must appear in the upper right corner of your mail piece.

Your printing company can help with this, especially if they have a house permit number you can use under their account. This simplifies the process and eliminates the need to open your own USPS permit account.

Tabbing and Folding for Self-Mailers

If you’re sending brochures or flyers as self-mailers (without an envelope), there are rules for how they’re folded and sealed:

• Bi-fold or tri-fold pieces must be tabbed or glued shut on certain edges.
• Improper sealing can cause jams in USPS machines and lead to rejected mail.

The type and placement of tabs are determined by the paper weight and fold orientation. If this part sounds tricky, it’s because it is. Working with a printer familiar with USPS mailing regulations makes it much easier.

Final Tips to Stay Compliant

• Download and follow USPS templates if you’re designing in-house.
• Use USPS’s online Business Mail 101 resources for up-to-date information.
• Partner with a commercial printing company that offers mailing services and presort preparation.

Let Inkwell Help You Mail Smarter

At Inkwell Printing Company, we help businesses and nonprofits across the St. Louis area take the guesswork out of mailing. We handle everything from design to delivery, ensuring your materials meet all USPS mailing regulations. Whether you’re running a local EDDM campaign or sending out a national fundraising appeal, our team can streamline the process and save you money.

Have questions about your next mailing project? Contact us today and let’s make it easy.

Contact us with any of your printing 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 it comes to promoting your business or organization through printed materials, brochures and flyers are two of the most commonly used tools. Each has unique strengths and best-use scenarios. Understanding the differences between them can help you choose the right format for your message and make the most of your investment in printing services.

At Inkwell Printing Company, we specialize in helping small businesses and nonprofits communicate effectively through high-quality printed materials. Whether you’re preparing for a product launch, fundraiser, or local event, knowing when to use a brochure versus a flyer can make a big difference in your outreach results.

What Are Brochures?

Brochures are folded print pieces designed to convey more in-depth information. They often include multiple panels and are ideal for telling a story, explaining a service, or showcasing a range of offerings. Brochures are commonly used for:

• Company overviews
• Program or service details
• Educational content
• Product catalogs
• Event itineraries

With brochure printing, you have more space to guide your audience through your message. You can organize content into sections, include images and charts, and end with a strong call to action.

Brochures are often printed on higher-quality paper stock and may have finishes like gloss or matte coating to give them a polished, professional look. They are a smart choice when you want to leave a lasting impression or provide materials that your audience can refer back to over time.

What Are Flyers?

Flyers are single-sheet print pieces used to grab attention and deliver a quick message. They are ideal for short-term promotions, announcements, and events. Common uses for flyers include:

• Sale or promotion announcements
• Grand openings
• Community events
• Fundraisers
• Handouts at tradeshows or expos

Flyer printing is usually faster and more cost-effective than brochure printing, especially for high-volume needs. Flyers are often printed on standard paper and can be distributed in bulk. While they don’t provide as much space as brochures, they are great for high-impact visuals and clear calls to action.

If you’re working with a tight budget or timeline, flyers are often the go-to option. They are easy to hand out, post on bulletin boards, or include in direct mail campaigns.

How to Choose Between a Brochure and a Flyer

Your decision should be based on the type of message you’re trying to deliver, the level of detail required, and how you plan to distribute your material.

Choose a brochure if:

• You need to provide detailed information
• You want to create a polished, long-lasting impression
• You are targeting a professional audience
• You have multiple services, programs, or products to highlight

Choose a flyer if:

• You are promoting a single event or offer
• You want to produce a large quantity quickly and affordably
• Your message can be communicated in a sentence or two
• You are handing materials out at events or placing them in public spaces

In some cases, using both formats can be effective. For example, a flyer can promote an upcoming event while a brochure handed out at the event provides attendees with more details about your organization.

Get Expert Help With Your Print Marketing

At Inkwell Printing Company, we offer custom brochure printing and flyer printing services tailored to your needs. Our team works closely with small businesses and nonprofits to ensure every piece is designed and printed with purpose. From helping you choose paper stock to finalizing layouts, we provide full-service printing services that bring your message to life.

Not sure which option is right for your next campaign? We’re happy to help you decide. Contact us today to learn more about our brochure and flyer printing options.

Contact us with any of your printing 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 marketing campaign, the decision between print and digital doesn’t have to be an either-or situation. In fact, some of the most effective strategies today blend the two. Print adds credibility and grabs attention, while digital offers trackability and quick interaction. Used together, they create a multichannel experience that increases engagement and response rates.  Let’s look at how to combine both for your next mail campaign.

At Inkwell Printing Company, we’ve seen firsthand how businesses and nonprofits benefit when they combine direct mail marketing with digital tools. Whether you’re promoting a sale, raising funds, or building brand awareness, this hybrid approach helps deliver better results.

Why Combining Print and Digital Works

People respond to physical mail. Studies show that direct mail has a higher response rate than email, especially when it comes to consumer engagement. Tangible pieces are easier to remember and often feel more personal. However, digital marketing offers speed, analytics, and convenience that can’t be matched by print alone.

When these two channels work together, they reinforce your message. A printed postcard followed by a digital ad, or vice versa, creates multiple touchpoints that keep your brand top of mind. And when the messaging is consistent, it builds trust with your audience.

Ways to Blend Print with Digital Tools

Here are a few smart, effective ways to combine print and digital for your next mailing campaign:

1. Use QR Codes for Easy Action

Adding a QR code to your postcard or brochure is one of the simplest ways to bridge the gap between print and online content. You can direct customers to a website, landing page, donation form, or event registration with a single scan. It’s fast and trackable. Plus, QR codes now feel familiar to most audiences.

2. Create Personalized URLs (PURLs)

PURLs are unique web addresses that bring users to a custom landing page. They make your message feel personal and give you useful data about how recipients interact with your campaign. For nonprofits or service businesses, PURLs help build a one-to-one connection.

3. Retarget Your Direct Mail Audience Online

If you can collect email addresses with your mailing list you can upload them to platforms like Facebook or Google to serve ads to the same people who received your postcard. This kind of repetition across channels boosts response rates and reinforces your call to action. It’s especially helpful when your offer has a time limit.

4. Track Responses with Unique Promo Codes

Another simple tactic is to add unique codes to your printed pieces. Whether it’s a discount code, donation tracking number, or a referral offer, these codes help you see exactly which part of your audience responded.

Examples of Smart Integration

Let’s say you’re a nonprofit launching a summer fundraising campaign. You send a postcard with a QR code linking to a mobile-friendly donation page. The mailer includes a heartfelt message, a suggested giving amount, and a unique donor code. Then, a few days later, the same recipient sees a follow-up reminder on Instagram with the same branding and message. You’ve now connected on multiple levels, visually, emotionally, and digitally.

Or maybe you run a local fitness center offering a free trial. You mail EDDM postcards to nearby zip codes. The piece includes a PURL that tracks interest, and those who visit the site get retargeted with online ads. This extends the life of the campaign and drives more conversions.

Final Thoughts

Combining print and digital marketing isn’t just a trend, it’s a proven method to increase engagement and improve your return on investment. It allows you to reach people in multiple ways, each one reinforcing your message. And with tools like QR codes, PURLs, and retargeting, it’s easier than ever to bring these two worlds together.

If you’re ready to take your direct mail marketing to the next level, Inkwell Printing Company can help. We’ll guide you through design, print, mailing services, and digital integration strategies that fit your goals. Let’s make your next campaign smarter and more successful.

Contact us with any of your printing 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

Every Door Direct Mail (EDDM) is one of the most accessible options for businesses that want to reach local audiences without needing a detailed mailing list. Offered by the U.S. Postal Service, EDDM allows you to blanket specific neighborhoods with printed marketing pieces. It’s a popular choice for small and medium-sized businesses, but like any tool, it works best in the right context.

If you’re wondering whether EDDM is the right fit for your next campaign, this article breaks down the benefits, potential limitations, and best use cases to help you decide.

What Is EDDM?

EDDM is a mailing service that allows businesses to send promotional materials to every household on a specific mail route. You don’t need to purchase or maintain a mailing list. Instead, you choose the ZIP codes and carrier routes that match your target area, and your materials are delivered to every address along that route.

It’s designed to make direct mail marketing more affordable and less complex, especially for businesses trying to reach customers in a defined geographic area.

The Pros of Using EDDM

1. No Mailing List Required
   One of the biggest benefits of EDDM is that you don’t need to buy, rent, or manage a mailing list. This is especially helpful for new businesses that don’t yet have a large customer database.
2. Cost-Effective Delivery
   Because you’re mailing to entire carrier routes, USPS offers a lower postage rate for EDDM compared to traditional first-class or standard bulk mail. This makes EDDM a budget-friendly option for businesses with limited marketing funds.
3. Simple Targeting by Location
   If your business depends on local foot traffic like restaurants, salons, or retail stores; EDDM lets you target by ZIP code or even by individual carrier route. You can focus your message right where your potential customers live.
4. Larger Formats Allowed
   EDDM supports oversized postcards and flyers, which tend to grab more attention in a stack of regular mail. With more space to work with, you can feature bold visuals, coupons, menus, or event announcements.

The Cons to Consider

1. Lack of Specific Targeting
   Since EDDM delivers to every address in a route, you can’t segment your audience by age, income, or interests. That makes it less effective for campaigns that require precision targeting.
2. Residential and Business Limits
   Depending on the area, some routes may include a mix of residential and business addresses. If you’re only trying to reach homeowners, or only commercial spaces, you’ll need to review each route carefully.
3. Manual Preparation
   EDDM campaigns require bundling, labeling, and specific paperwork that must be submitted with your mail pieces. Working with a printing company that also offers mailing services can help streamline this process.

When EDDM Makes Sense

EDDM is ideal for:

• Grand openings or store launches
• Local promotions, discounts, or sales events
• Restaurants sharing menus or coupons
• Home service providers (roofers, landscapers, plumbers)
• Seasonal promotions targeted to neighborhoods

If your goal is brand visibility or attracting a general audience in a specific area, EDDM is a smart choice. It’s also a great way to test direct mail marketing without investing heavily in mailing lists or advanced targeting.

When to Consider Other Mailing Services

If your campaign relies on personalization or reaching a niche group, EDDM may fall short. For example, a nonprofit organization targeting past donors, or a B2B company focused on decision-makers, would be better served by traditional mailing services that allow for tailored messaging and audience segmentation.

How Inkwell Printing Can Help

At Inkwell Printing Company, we help businesses navigate the world of direct mail marketing, including full support for EDDM campaigns. From postcard design and print production to bundling and USPS drop-off, we make it simple to get your message into the right hands.

If you’re not sure whether EDDM or another mailing option is right for you, our team can walk you through the details and recommend the most effective route.

 

Contact us with any of your nonprofit printing 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

If you’re investing in direct mail marketing, your mailing list isn’t just important, it’s everything. The most compelling design and message won’t produce results if they land in the wrong hands. Whether you’re a nonprofit trying to reach donors or a small business looking to grow your customer base, building a strong mailing list can dramatically increase your return on investment.

Here’s how to build a mailing list that turns mailboxes into opportunities.

1. Start with Your Goals

Before you start gathering names and addresses, clarify your campaign’s purpose. Are you promoting a sale, launching a new location, or seeking donations? Your goal will shape the kind of people you want to reach.

For example:

• A neighborhood restaurant might want to target households within a 5-mile radius.
• A nonprofit organization might focus on past donors or people with shared values.
• A service-based business might look for high-income homeowners.

Understanding your goals helps define the right audience for your mailing list.

2. Use Your Existing Data

If you’ve been in business for a while, you may already have a valuable database of customers, donors, or contacts. Start there. Segment your list based on behavior, like who has responded to past mailings or who hasn’t donated in a year.

Consider organizing contacts by:

• Geographic location
• Purchase or donation history
• Age or household income
• Engagement level (new, lapsed, loyal)

Segmented lists allow for more personalized and effective mailings.

3. Supplement with Purchased Lists

Don’t have a list or need to grow it? Purchasing a targeted list can be a smart move. A reputable printing company that offers mailing services can help you acquire a list based on demographics, buying habits, or location.

When you purchase a list, be sure to:

• Verify the list is up to date (preferably updated within the last six months)
• Choose a source that complies with privacy and data regulations
• Avoid lists that have been sold repeatedly or widely distributed

4. Explore Every Door Direct Mail (EDDM)

If you don’t need to target individuals by name, EDDM is a cost-effective way to reach every household in a specific area. It’s ideal for businesses that serve local neighborhoods like salons, auto shops, or restaurants.

With EDDM, you can choose carrier routes by ZIP code and send to entire blocks or communities. There’s no need to buy or manage a traditional mailing list, and postage rates are lower than standard direct mail.

This option works best when your message is relevant to most people in a given area and doesn’t require personalization.

5. Clean and Update Your Mailing List Regularly

A mailing list isn’t a one-time setup. It’s a living asset that should be maintained. Sending to old or incorrect addresses leads to wasted money, higher postage, and returned mail.

Make sure to:

• Remove duplicates
• Correct formatting issues
• Eliminate undeliverable addresses
• Update contact info as needed

Using mailing services from a commercial printer can help automate this process. At Inkwell Printing Company, for example, we run address verification and presort mailing to save time and lower postage costs.

6. Track Results and Refine Your List

Once your campaign is sent, track what happens next. Which segments responded? Which didn’t? This feedback can guide how you update or improve your mailing list for future campaigns.

Consider using tools like:

• Personalized QR codes or URLs to track response
• Coupon codes unique to each segment
• Phone numbers assigned to specific offers

By reviewing results, you’ll gradually build a smarter, more profitable mailing list.

Final Thoughts

A well-crafted mailing list can be the difference between wasted postage and measurable results. Whether you’re managing your own data or working with a printing company that offers mailing services, taking the time to build and maintain your list will pay off.

If you’re unsure where to start or need help selecting between EDDM and targeted direct mail, the team at Inkwell Printing Company can guide you. From design to delivery, our mailing services are built to make campaigns easier, faster, and more effective.

 

Contact us with any of your nonprofit printing 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