Home Improvement Businesses Benefit from Direct Mail 

Did you know that home improvement businesses benefit from using direct mail as part of their marketing strategy? Whether your business provides professional contracting for roofing, remodeling, flooring, carpentry, or painting, direct mail could help you reach more customers in your area.  

Economists are forecasting that home improvement businesses will continue to expand in the coming year. Estimates indicate about a 3.5% increase in growth across the United States—which amounts to about $600 billion. This growth is generated by a few factors including aging homes, those adopting a multigenerational set-up to accommodate adult children or aging parents and grandparents, and rising home equity.  

Why should home improvement businesses market with direct mail? 

Home improvement businesses looking to capitalize on growth should develop a robust marketing strategy that includes direct mail. While digital marketing and advertising are useful for building a brand, overlooking direct mail is unwise, particularly for home improvement businesses. Since home improvement companies and professional contractors operate on a hyper local level and within the confines of people’s homes, it is important to utilize the most trustworthy form of marketing: direct mail.  

Direct mail is appealing to all generations and demographics. According to a USPS study, direct mail offers the highest engagement rates across demographic groups while helping businesses establish relationships with consumers built on trust and legitimacy.  

What sets direct mail apart from other forms of marketing? 

One of the most noteworthy features of direct mail is that it is real and tangible. Unlike e-mail promotions and social media posts, direct mail involves a physical and tactile interaction for the consumer.  

Another wonderful benefit to sending direct mail campaigns is that there is no spam filter for a physical mailbox. Your business could send tens of thousands of emails that will be promptly moved to spam folders without the recipient ever seeing them. Direct mail, on the other hand, will reach your recipient right at home.  

Is direct mail expensive for business owners? 

When you consider the engagement rate and ROI associated with direct mail, this form of marketing is a surprisingly affordable option. Moreover, your direct mail campaigns can be scaled to meet your budget.  

There are ways to save money with your direct mail campaigns by sending mail pieces to neighborhoods rather than entire towns or counties. There are also USPS promotions that offer postage discounts. Currently, the USPS is running a promotion for direct mail campaigns that integrate tactile and sensory elements such as textured and scented mail pieces. There is also the Integrated Technology promotion, which offers 3-5% postage discounts for campaigns that use generative AI, video-in-print, or augmented reality.  

If you operate a home improvement business, contact Pel Hughes at (504) 486-8646 to learn more about your direct mail options. We serve small businesses throughout the United States.  

Generative AI & Direct Mail 

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Generative AI is transforming the way brands communicate with their audiences in digital and print formats. This useful technology can reduce labor costs, increase the ROI on marketing campaigns, and improve customer experience.  

What is generative AI in marketing? 

Generative AI involves the creation of original content such as music, images, computer code, and marketing copy. Content generated by AI has applications in both digital and print channels. Direct mail can utilize advertising/marketing copy as well as images generated by AI.  

This type of AI works by using LLMs (large language models), machine learning, and even adversarial networks that rely on two competing networks to generate copy, music, and images that mimic human creativity quite well.  

Consumers are exposed to AI more than one might think. From customer service chatbots to brand messaging on social media, generative AI has become a staple in most people’s everyday lives.  

How can generative AI be used with direct mail campaigns? 

In simple applications, AI can assist with creating mail copy and graphics or images on direct mail. In more advanced situations, AI is used to analyze data from previous campaigns and digital channels along with consumer information to develop highly personalized marketing campaigns with segmented audiences.  

In a nutshell, generative AI presents a lot of marketing possibilities for diverse enterprises. It can streamline the entire process of content creation while improving engagement with consumers.  

AI Discounts with the USPS 

Did you know that utilizing generative AI on your direct mail campaigns could yield significant savings on postage? The USPS is running a promotion where eligible direct mail is discounted up to 5%. The Integrated Technology Promotion is a great opportunity to embrace the latest technology with direct mail while protecting your bottom line.  

How does the Integrated Technology Promotion work? 

Generative AI falls under the Integrated Technology Promotion that incentivizes marketers who use QR codes, PURL, AI-generated content, and sensory stimuli in direct mail campaigns. Approved campaigns can earn up to a 5% postage discount for six consecutive months. You can learn more about this promotion and enroll by clicking here.  

Pel Hughes works with brands and organizations in diverse industries throughout the United States. We pair client-focused service with advanced technology. In addition to direct mail, we offer database management, campaign automation, graphic design, and cross media marketing. Call us at (504) 486-8646 to request a quote.  

Informed Delivery App and Promotion Helps Marketers 

Informed Delivery (ID) is a powerful tool for marketers, and the USPS just made it that much more helpful by launching a mobile app. The USPS is also running an Informed Delivery promotion to help businesses and organizations save a little money with their direct mail campaigns.  

Why Informed Delivery Matters 

It’s indisputable that ID matters to consumers. Over 77 million people in the United States have enrolled in ID with an almost 95% user satisfaction rate. Moreover, the e-mail click-through rates of ID are exceptional with about 60% open rates.  

Informed Delivery is a wonderful companion to any cross media marketing strategy because it integrates direct mail with digital copies of your content, which provides helpful metrics and an easy user experience for online shopping and digital engagement.  

The ID App 

The USPS recently rolled out the Informed Delivery app, which is available on Apple and Google Play. The ID app allows both consumers and marketers accurate and up-to-date package tracking, incoming mail management, and push notification options.  

Other app features include: 

  • Enhanced security features include biometric logins 
  • A user-friendly interface to interact with all incoming mail 
  • Up-to-date package tracking including delivery scans  
  • Ability to authorize deliveries with electronic signatures 

The 2026 USPS Informed Delivery Promotions 

The USPS is offering an ID promotion that can help save marketers money on postage. Marketers who use interactive ID for first-class or marketing mail enjoy a 1% discount on postage for 2025 and beyond. There’s also an additional .05% discount for campaigns sent to the USPS electronically. 

Below are key details about the ID promotion: 

  • The 2026 ID promotion is available from January 1st to December 31st of 2026.  
  • Eligible mail includes first-class flats, letters, and postcards along with marketing/nonprofit mail letters and flats  
  • Registration for this program is open throughout the year 

To register for this promotion, visit the USPS PostalPro website by clicking here. 

 

Pel Hughes helps businesses, higher education, and non-profit organizations develop direct mail and robust cross media marketing strategies. We provide an array of services including direct mail retargeting, database management, graphic design, and campaign automation. Call us at (504) 486-8646 to launch your next campaign.  

 

Distance-Based Pricing with the USPS is a Possibility 

Marketers may see some changes in postage prices in the next year or two. Currently, marketing mail is shipped across the United States at a flat rate, but this may change under the Delivering for America overhaul with the USPS. While there are no concrete details yet, the USPS will soon begin to explore zone-based or distance-based pricing with marketing mail. 

What will distance-based pricing entail? 

The implementation of distance-based pricing with marketing mail will increase costs for mail that travel across postal zones. Essentially, zone-based pricing for marketing mail could operate the same way that parcel shipping is priced today.  

When will the USPS decide to implement zone-based pricing? 

As of now, there are no definitive dates set for implementing distance-based pricing. What we do know, however, is that the Postal Regulatory Commission (PRC) is expected to revisit the topic of zone-based pricing for marketing mail at the beginning of 2026. Their main objective is to ensure that the post office maintains efficiency and financial sustainability with pricing that accurately affects the transportation and labor costs associated with their services. If the PRC deems that distance-based pricing is the best course of action, marketers could see this policy implemented as soon as late 2026 or the year after.  

Why is the USPS making changes? 

The USPS is undergoing big changes through its 10-year plan called the Delivering for America initiative. This bold plan focuses on modernizing the USPS, improving efficiency, and customer service while increasing revenue where necessary to ensure financial viability. You can learn more about Delivering for America by clicking here.  

The main objectives lined out in Delivering for America include: 

  • Avoid $160 billion in projected losses by developing a strategy to reach break-even status once the overhaul is complete 
  • Boost performance and service nationwide to residences and businesses by focusing on efficiency and implementing improved technology 
  • Make wise investments in modernizing vehicles, parcel sorting equipment, and IT systems to streamline services and delivery 

How can marketers respond to USPS changes wisely? 

Although changes to the USPS’ pricing can feel distressing to marketers, staying up to date with USPS changes and careful planning can help mitigate increased costs associated with postage prices.  

There may also be solutions available to certain types of organizations and businesses, such as campaign automation. Pel Hughes offers Storefront, an online platform for managing marketing collateral. This user-friendly platform is ideal for organizations and businesses with franchise-style organizations or numerous business locations. Rather than centralizing the printing and mailing of corporate/organizational materials, individual branches, franchises, and locations can access pre-approved marketing materials and mail their campaigns locally or regional to avoid zone-based pricing.  

Our team at Pel Hughes will keep a close eye on USPS changes so that we can help our clients adjust to new policies. Serving businesses and organizations nationwide, Pel Hughes offers direct mail, cross media marketing, campaign automation, database services, and graphic design. Give us a call at (504) 486-8646 to discuss your next project.  

Postage Rate Increase: How to Save Money on Campaigns 

On July 13th, 2025, the USPS increased postage rates, which will increase costs for First-Class Mail, Non-Profit Mail, and Marketing Mail. On average, rates have increased a little over 7%. While the USPS still maintains affordable services compared to worldwide rates, this postage rate increase could place some financial pressure on businesses and organizations that send large print campaigns. Fortunately, there are tactics available to mitigate the effects of increased postage rates.  

A Breakdown of the USPS Postage Rate Increase 

Mailer Type  Previous Rate  New Rate 
1-oz Letter/Forever Stamp  $0.73  $0.78  
Metered 1-oz Letter  $0.69  $0.74 
Postcards  $0.56  $0.61 

 

Marketing Mail will see an average increase of 7.4% while Non-Profit Mail will average 60% or less of the corresponding Marketing Mail rates.  

Why is the USPS raising Postage Rates? 

The USPS is raising postage rates to counteract rising operating costs and to maintain compliance with the 10-year transformation plan, Delivering for America, which prioritizes modernizing the USPS to better serve businesses and people throughout the United States.  

Money-Saving Tips for Mail Campaigns 

While postage rate increases are of some concern to businesses and non-profits, there are ways to implement cost-saving strategies to offset postage rate changes. Following are some helpful tips from the team at Pel Hughes.  

Utilize Campaign Automation 

Pel Hughes offers an online portal for businesses and non-profits called “Storefront”. This online platform makes it possible to automate campaigns, set limits for users to help stay within budgets, and manage orders for pre-approved campaigns. Campaign automation is a cost-saving strategy because it minimizes labor and streamlines the process of ordering new campaigns from your printer.  

Focus on Quality, Not Quantity 

In the past, sending bulk mailers indiscriminately was a common tactic for businesses. Fortunately, this tactic is nearly obsolete with database software. Pel Hughes offers database services to help ensure that your mailing list is in tip-top shape. Managing your mailing list helps eliminate mailers going to duplicate addresses or to inactive/inaccurate recipients. You can also pull data from reliable consumer indexes to ensure that your mailers are delivered to quality recipients.  

In addition to cleaning up your mailing list, it is wise to consider mailing to recipients most likely to engage with your brand. Consumer databases help marketers sort their mailing lists by demographics like gender, age, and income level.  

Take Advantage of USPS Promotions and Discounts 

The USPS runs promotions that help marketers save money on their campaigns. For the past couple of years, the USPS has incentivized the use of mailers that have tactile, visual, and audio sensory elements or those with integrated technology with significant discounts. You can learn more about USPS promotions by clicking here.  

Pel Hughes provides full-service printing services to businesses, educational institutions, and non-profits throughout the United States. We offer campaign automation, direct mail retargeting, graphic design, database services, and cross media marketing with a focus on utilizing the latest technology and delivering first-class client service. Give us a call at (504) 486-8646 to learn more or request a quote by filling out our online form.

Print Advertising and Direct Mail Calms Overwhelmed Consumers 

People are reeling from digital fatigue. From hours of screen time to endless work e-mails and non-stop notifications, everyday people are feeling burned out, frazzled, and foggy. Print advertising and direct mail offer a quiet, comforting, and effective alternative for businesses and organizations looking to foster authentic connections with their clientele. 

 While print advertising and direct mail have taken a backseat to digital communication in the last two decades, paper and ink is actually making a glorious comeback. Well-received across demographics, print offers advantages that the digital world simply cannot offer.  

Digital Overwhelm is Real and It’s Hurtng the Bottom Line 

Nearly 70% of consumers across all demographics and income levels reports feeling overwhelmed by brand communications on digital channels. Not only are people tuning digital ads and emails out as a method of self-preservation, they’re also actively installing ad- and pop-up blockers and utilizing private browsing to avoid feeling inundated. Many consumers create an e-mail address solely for signing up for brand communication and discounts to declutter their primary inbox as a defense mechanism for feeling overwhelmed.  

Feelings of overwhelm and digital fatigue are provoking a trend in consumers opting out of digital communication. In 2024, Optimove conducted a large survey, which revealed the following: 

  • E-mail is the most irritating channel for consumers, with 35% reporting that they felt bombarded by messaging. Text communication comes in at second with 26% of consumers blaming this method of messaging as a source for digital fatigue. 
  • Over 80% of survey respondents unsubscribe from brands who engage in excessive messaging. 
  • More than half of survey participants reported unsubscribing from three or more brands in a 3-month period. 
  • Almost 40% of consumers are less likely to trust a brand that only communicates digitally. 

Digital fatigue is only a portion of the great consumer tune-out. It turns out—and research confirms this notion—that incessant digital communication doesn’t align with how our brains function. Digital communications are less likely to be remembered than print. The University of Tokyo found that college students retain far more information when it’s contained to actual paper as opposed to digital content. Our brains simply process and retrieve information more efficiently when it is printed.  

Research conducted by Temple University and the USPS in 2015 found that consumers feel more to desire to purchase items when they’re advertised in print over digital formats, too.  

Print Advertising and Direct Mail is the Antidote to Digital Fatigue 

While the research points to a consumer backlash against digital communication, people have much more positive responses with print advertising and direct mail. More brands are looking to conventional advertising and marketing to connect with consumers. Patagonia and J. Crew, for example, have revitalized their outreach by bringing back print catalogs. Other organizations are implementing personalized direct mail and retargeting campaigns to work around digital overwhelm.  

Ample research conducted by well-known universities and the USPS has demonstrated that not only do consumers view print material more favorably, physical copies of brand messaging spark feelings of comfort, nostalgia, and trust. Consumers are far more likely to remember your businesses and its product/services when interacting with direct mail and catalogues than when viewing digital versions of the same content. Print doesn’t have to compete with digital fatigue, ad blockers, and spam folders either.  

If you’re looking to develop a print advertising strategy that works, contact our team at Pel Hughes at (504) 486-8646. We help businesses and organizations throughout the United States develop stunning direct mail campaigns, catalogues, and so much more.  

Do You Need UV Coating on Direct Mail? 

Our team at Pel Hughes utilizes a variety of advanced equipment that can enhance your direct mail campaigns with finishing touches like UV coating, foils, and raised varnishes. Ultraviolet coating is popular option to improve the appearance and durability of your mailers. This coating is also great for business cards. Read on to learn more about UV coating and whether it’s right for your next campaign.  

What is UV Coating? 

Chances are, you have received a piece of direct mail that is UV coated. Ultraviolet coating is a finishing service on direct mail that adds a high gloss sheen to mailers. This add-on makes mailers stand out from others, intensifies colors, and enhances existing graphics. UV coating is achieved by applying a varnish to printed pieces and curing them with an ultraviolet light.  

Three Reasons to Choose Ultraviolet Coating

#1 Postal Discount Eligibility for Tactile Mailers 

In an effort to promote direct mail that provides a sensory experience, the USPS runs promotional discounts on mailers that stimulate the senses including touch. UV coating can qualify mailers for tactile discounts if submitted before deadlines. You can learn more about these USPS discounts by clicking here.  

#2 Additional Protection for Mailers 

Your direct mail campaigns will ultimately go through industrial sorting equipment at the USPS. This can lead to bends and tears on your pieces. Ultraviolet coating, fortunately, offers a layer of protection for your mailers to ensure that they arrive to your recipients in pristine condition. Furthermore, UV coating is scratch and smudge resistant, too.  

#3 Produces a More Memorable Experience for Recipients 

The high sheen associated with UV coating provides a memorable and elegant tactile experience for your customers. By tapping into the sense of touch, your mailers can activate more brain activity among consumers, which can lead to developing positive associations with your brand, increased brand recognition, and a sense of trust with your product or services.  

Pel Hughes is proud to offer the latest printing technology to businesses, organizations, and educational institutions throughout New Orleans and beyond. You can learn more about our services by checking out our blog or by calling our team (504) 486-8646 to discuss your next project.  

Every Door Direct Mail: 5 Benefits to Consider

Every Door Direct Mail (EDDM) is an invaluable service provided by the USPS. This service makes it easy and affordable to send bulk mailings to every residence in a zip code or specific neighborhood. EDDM offers unique advantages to businesses, non-profit organizations, educational institutions, and political campaigns.  

A Brief Overview of Every Door Direct Mail  

The USPS aggregates data from the Census Bureau for the EDDM program. EDDM is one of the most affordable options for sending out bulk mailings to targeted neighborhoods or businesses within a city or town. This service accepts different types and sizes of mailings so that businesses and organizations have diverse options for their marketing campaigns.  

Five Benefits to Using EDDM 

#1 No Mailing Lists are Needed 

With Every Door Direct Mail, mailing lists are not necessary. This is ideal for businesses operating within neighborhoods such as dry cleaners, car washes, cafes, dental practices, grocers, and local retailers. While mailing lists can contribute to effective direct mail campaigns, they aren’t always necessary to reach new clientele. 

#2 Affordable Mail Campaigns 

Although direct mail boasts a better ROI than digital advertising, businesses and organizations must be mindful of costs in today’s economy. EDDM is an affordable option for campaigns because the USPS offers discounts for large mailings. Since mailing lists were not necessary to purchase, businesses and organizations can enjoy lower costs associated with their campaigns.  

#3 Using EDDM is Easy 

The Every Door Direct Mail interface online is very user-friendly. Not only can marketers select zip codes and neighborhoods within them for mailings, they can also filter and sort recipients by age, household size, and income. Once these selections are made, marketers can specify how many mail pieces will be sent out for their campaigns and receive a cost estimate. The last step to the EDDM process is to take printed collateral to your post office for delivery. Using EDDM is efficient and easy from start to finish.  

#4 EDDM Offers Customizable Options 

The USPS accepts various types of mailers for its EDDM program. This means that businesses and organizations can send postcards and letters of various sizes so long as they meet certain requirements.  

#5 EDDM is Available to Retail and Bulk Marketers 

The USPS offers EDDM to both lower volume enterprises and organizations that market with bulk mailings. EDDM Retail is ideal for smaller businesses and no mailing permits are required. Those using EDDM retail can send between 200 and 5,000 mailers a day and can drop their print collateral off at any post office. Larger campaigns can use EDDM at Business Mail Entry Units. This is ideal for more ambitious campaigns and there are no limits to the amount of mail that can be sent daily. Large volume campaigns require bulk mailing permits.  

Based in New Orleans, Pel Hughes is a full-service printer that serves businesses, organizations, and educational institutions throughout the United States. We offer a suite of services to enhance direct mail campaigns including retargeting, customization, campaign automation, database management, graphic design, and cross media marketing. Call our team at (504) 486-8646 to learn more.  

The Powerful Effects of Direct Mail on Consumers 

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Did you know that direct mail has physiological, mental, and emotional effects on its recipients? It’s true. The powerful effects of direct mail have been well documented by researchers. While digital marketing has dominated the conversation in recent years, it’s wise to not overlook the positive effects of direct mail on consumers.  

The Neurological Effects of Direct Mail 

The Centre for Experimental Consumer Psychology conducted research on the effects of direct mail for the United Kingdom’s Royal Mail service. This study involved taking MRI images of consumers reactions to printed advertising and comparing them with MRI images of viewing that same ad on a computer monitor. The result was clear: printed mailers produced significantly more brain activity and emotional response than the digital versions of the same ad.  

Researchers attribute increased brain activity and emotional connection with direct mail to the tactile (haptic) stimulation print materials provide. When interacting with tactile items, the right retrosplenial cortex of the brain is involved, which is the source of memory storage and retrieval. This part of the brain is also the area responsible for emotional processing. Essentially, the haptic nature of direct mail makes stronger impressions on consumers and specifically boosts brand recognition while also generating positive emotional connections with organizations and brands. 

Positive Emotional and Mental Responses to Direct Mail  

When it comes to consumer trust, the only thing more powerful than direct mail is the recommendations of close friends and family. Direct mail’s stimulation of the emotional processing centers in the brain as well as its tactile nature tends to invoke trust among consumers. According to a 2009 study, about 82% of consumers in the United States trust direct mail more than any other form of advertising. Compare this figure to the fact that only 16% of consumers trust digital advertising and you have a pretty compelling case to incorporate direct mail into your marketing strategy.  

One element to the feelings of trust associated with direct mail is the nostalgia factor. Print materials connect people to their lives before digital media existed. Digital fatigue among consumers is a real phenomenon that causes concerning challenges for marketers. Consumers are inundated with so much messaging on a daily basis that they feel overwhelmed. As a response to this, human brains have developed methods for ignoring digital messaging. Moreover, digital communication can be blocked by various applications like pop-up blockers and spam filters.  

How to Leverage Direct Mail for Optimal Results  

When used in a robust cross media marketing strategy, direct mail can help reach consumers without fatiguing them or annoying them. Modern technology like direct mail retargeting, variable data printing (customization), campaign automation, QR codes, and PURLs (personalized URLs) can be used to increase consumer engagement and provide reliable metrics for assessing the effectiveness of direct mail campaigns.  

Pel Hughes serves organizations, educational institutions, and businesses of all sizes. Give us a call at (504) 486-8646 to develop your next direct mail campaign.  

Retargeting & The Customer Journey 

Direct mail retargeting is a powerful tool for fostering thoughtful and meaningful communication with your customers. When used throughout the customer journey, retargeting campaigns can build a loyal consumer base, increase engagement on your digital properties, and boost revenue.  

Using sophisticated technology, direct mail retargeting sends physical mail pieces to consumers after they have interacted with your brand online. Retargeting campaigns are only sent when a customer, at some point, expresses interest in a product or service through visiting your website, adding items to a digital shopping cart, or signing up for e-mail/push notifications. Pel Hughes offers direct mail retargeting services to help your brand thrive in a hyper competitive business climate.  

Below, our team breaks down the customer journey and offers tips on how direct mail retargeting can best be applied for each.  

Understanding the Stages of the Customer Journey 

#1 The Awareness Stage 

The first stage of the customer journey involves a consumer first interacting with your brand online. This could involve being directed to your website from a social media post or ad or viewing specific products or services within your website for the first time.  

When to Retarget: The awareness stage is a great opportunity to send a direct mail retargeting campaign based on a person’s specific activity on your website. If a potential customer viewed certain products, offering a one-time discount code to a new customer is a great incentive. Sending campaigns that highlight what makes your organization unique, such as social or environmental initiatives and consumer testimonials are helpful, too.  

 

#2 The Consideration Stage 

The consideration stage is quite different from the awareness stage in the customer journey. During the consideration stage, consumer behavior can involve viewing a specific product or service on several occasions, signing up for e-mail communications, or alerts for restocks of specific products.  

When to Retarget: Let’s say you offer women’s clothing, and a particular user viewed several product pages for cardigans. Your retargeting campaign could showcase a handful of fashionable cardigans that highlight the latest seasonal trends. When retargeting campaigns are sent in this manner, they are perceived as thoughtful and helpful by consumers. 

#3 The Purchase Stage 

The purchase stage doesn’t always involve an actual purchase. In fact, it can involve consumer behavior that signals a strong desire to make a purchase in the near future. Common consumer behaviors of this stage in the customer journey include placing items in a shopping cart but abandoning it or attempting to use coupon codes on specific products.  

When to Retarget: The purchase stage is a great time to retarget with campaigns reminding a consumer about the contents of their shopping cart, offering discounts on their next purchase, or sending a campaign with customer testimonials on the specific product(s) he or she was interested in.  

#4 The Loyalty Stage 

Keeping your existing customers is wonderful for your bottom line. The loyalty stage of the customer journey is one of the most important stages that a business can initiate thoughtful contact.  

When to Retarget: Repeat customers are excellent candidates for receiving retargeting campaigns that upsell recent purchases, celebrate their birthdays, or offer membership into rewards programs.  

Pel Hughes offers a suite of direct mail services including retargeting for businesses and organizations throughout the United States. We also provide graphic design, campaign automation, and database services. Give us a call at (504) 486-8646 to launch your next campaign.