Targeted Mailing Lists & Direct Mail 

Targeted mailing lists are the engines behind compelling and effective direct mail. A targeted mailing list makes it possible to improve personalization, segment your audience, and keep your brand messaging relevant for your recipients.  

With AI and machine learning, mailing lists are carefully curated, which makes them more effective than ever before. 

Top Benefits of Targeted Mailing Lists 

Improved Personalization 

Personalization has been a mainstay in marketing for several years now. Modern consumers are not only receptive to personalization, they expect it. In fact, over 50% of consumers feel that their direct mail should be tailored to their spending habits and demographic behavior.  

Targeted mailing lists make personalization easier. First, targeted mailing lists are highly curated for accuracy and routinely updated with the latest data on consumer purchasing habits and trends. These mailing lists can be segmented into specific demographics like gender, age group, income level, and neighborhood. Sorting data into segmented lists means that a business can launch multiple direct mail campaigns with messaging aligned to very specific groups.  

Integration with Cross Media Marketing 

Integrating direct mail with online brand messaging drastically increases engagement with your business. By creating a thoughtful consumer journey across multiple marketing channels, you can build a loyal consumer base, a strong brand identity, and boost revenue. 

Targeted mailing lists can contain data on the online activity of your direct mail recipients. For example, how often consumers click on promotional sales within e-mail blasts or how often they make online purchases. All of this data can be used to segment your audience into groups for future direct mail campaigns.  

Mailing Lists Have Applications in Non-Profit Marketing & Educational Institutions 

While targeted mailing lists are beneficial to for-profit businesses, this technology is useful for non-profit organizations and educational institutions, too. For example, segmenting a non-profit’s recipients by donation values, those who attend events, and those who volunteer can help craft messaging that produces higher engagement that helps your organization thrive. Similarly, targeted mailing lists by major and demographic data and tailoring messaging for those audiences can drive enrollments and showcase specific programs at educational institutions.  

Targeted lists are likely here to stay. Advancements in AI and machine learning along with data collection can be valuable additions to marketing for businesses and organizations alike.  

Pel Hughes offers database services, direct mail, and campaign automation to businesses, organizations, and educational institutions throughout the United States. Call us at (504) 486-8646 to request a quote.  

Content Marketing Tips for Higher Ed 

Higher ed content marketing is no easy feat. Attracting students to your college or university is challenging because the competition is steeper than ever. Developing a robust marketing strategy that marries modern digital platforms with traditional channels can help generate interest in your institution. When it comes to engaging with prospective students, content marketing is king. Following are helpful tips for developing dynamic content for higher ed marketing.  

Four Content Marketing Tips for Colleges and Universities 

#1 Understand the Need for Great SEO 

Today’s students rely heavily on search engines—especially when they investigate higher ed institutions and degree programs. Ranking well on search engines is particularly important when attracting prospective students from Gen Z and Gen Alpha. All of your institution’s web pages should be optimized, have relevant tags and keywords, and contain original content. Additionally, maintaining a regularly updated blog is critical for ranking well among leading search engines like Google, Duck Duck Go, and Yahoo.  

#2 Know Your Audience 

Your institution’s ideal audience is going to be diverse. Not only are you trying to attract students for different academic majors and degree programs, your students will also belong to a mixture of age groups. It is critical to understand the personas of people who will peruse your website, read direct mail pieces, and view social media content. Incoming undergrads will belong to diverse ethnic, religious, and regional communities while returning students and graduate level scholars will belong to older demographics. These personas can also be further segmented to special interests and sociological ideologies.  

Developing a thorough understanding of your audience and its various personas will help guide your content marketing in the future. Advanced technology can also make it possible to personalize your content to specific segments of your audience both digitally and in print. For example, direct mail campaigns and e-mail blasts can be tailored to audiences segmented by area of study, age groups, genders, and so much more.  

#3 Develop A Content Marketing Plan 

Effective content marketing involves careful planning and research. From delving into what topics actually pique the interests of students to producing a content calendar that ensures you have regular content for prospective students to engage with; planning is the backbone of any great content strategy.  

#4 Emphasize Storytelling 

One of the most compelling forms of content is storytelling. This content form resonates with diverse audiences because it is authentic and engaging. Storytelling can involve testimonials from current and former students, narratives on research breakthroughs, and faculty profiles. Emphasizing storytelling can also help sell the experience your institution offers. Experiences are compelling to Gen Z and Gen Alpha who are looking for ways to explore interpersonal growth, develop social skills, network, and align with like-minded individuals over shared interests and passions.  

What makes storytelling especially beneficial to your content strategy is that it is powerful across many mediums including direct mail campaigns, blogs, course catalogs, podcasts, social media posts, and videos. 

Pel Hughes is a family-owned full-service printing company that offers direct mail, cross media marketing, database services, and campaign automation. We work with universities and colleges throughout the United States. Check out our website and blog to learn more about how we can help you produce an enticing content marketing strategy.  

Direct Mail For Banks: Content Tips for Your Next Campaign 

 Direct mail for banks is a wonderful tool for consumer outreach and boosting revenue. As one of the most well-received forms of advertising, direct mail can make a big impact on your brand identity. While direct mail for banks is a good thing, it is important to be aware that the quality of your content matters. Following are some helpful tips for making the most of your next campaign.  

Content Tips for Banking Direct Mail 

#1 Provide Helpful Information 

Effective direct mail for banks contains helpful copy for potential customers. Your campaigns are a great time to introduce new clientele to your services. If your bank offers free checking, mobile apps, automatic bill pay, and other useful tools or services, mentioning them in your direct mail copy is wise. Helpful content helps establish lasting relationships with consumers.  

#2 Build Trust 

Successful banks build trust with their consumers. Afterall, consumers are entrusting your institution with a very precious resource: their money. In addition to producing helpful direct mail content, including testimonials from existing customers is a great way to develop trust with new clientele. Including testimonials is one of the most compelling ways to grab attention and legitimize your brand.  

#3 Be Concise with Easy-to-Understand Language 

Using too much industry-related jargon can be off putting to consumers. It’s important to use copy that is easy to understand for people unfamiliar with banking and finance. People are also living very hectic and busy lives so the more concise your content is, the better it will be received.  

#4 Offer Resources for Additional Information 

Since space is limited on direct mail, you can always direct your recipients to sign up for e-mail newsletters, follow your bank on social media, and to links that offer more resources and information on your programs and services. Implementing QR codes and personalized URLs is a great way to provide additional information.  

Routing mail recipients to e-mail, social media, and your website is smart because you can track the response rates of your direct mail while creating more avenues for communication with potential customers later.  

Pel Hughes Offers Direct Mail for Banks 

Pel Hughes is a family-owned, full-service printer that works with banking institutions throughout the United States. We offer an array of tools and services to help banks thrive including direct mail retargeting, cross media marketing, graphic design, database services, and campaign automation. Give our team a call at (504) 486-8646 to get started.  

Save Money on Marketing with Pel Hughes 

Did you know that you can save money on marketing by working with Pel Hughes? It’s true. Pel Hughes offers cost-saving marketing options with direct mail, cross media marketing, and much more. During times of uncertainty or downturn, businesses take a hard look at their budgets. Often times, sizeable savings can be found by adjusting a brand’s marketing strategy. Below are some helpful tips to save money on marketing.  

How to Save Money on Marketing 

#1 Focus on Quality not Quantity with Direct Mail 

Sometimes it can be tempting to send out high volumes of mailers. When it comes to looking to save money on marketing, focusing on quality over quantity of mailers is a wise move. Rather than sending mailers to every household in a neighborhood, you can refine your audience to demographics that tend to align with your ideal customer. This can involve only sending mailers to certain age groups, genders, or income levels. It’s also important to utilize database services such as those offered by Pel Hughes that remove duplicates and cross reference recipient information with reliable consumer databases. 

#2 Take Advantage of USPS Discounts and Promotions 

The USPS offers a few discount programs every year. In recent years, the USPS has rewarded businesses that deploy sophisiticated direct mail campaigns—particularly those that offer sensory elements like scents, textured paper, and sound. You can learn more about USPS discounts and promotions by clicking here.  

#3 Utilize Campaign Automation  

Not only can campaign automation reduce labor costs, it’s a helpful tool for setting (and sticking to) budgets. Pel Hughes offers Storefront, a campaign automation platform that can store digital copies of signage, campaign templates, and other corporate materials. Storefront allows businesses to set specific permissions for staff members to ensure that team members do not exceed their allocated budgets for marketing/advertising materials.  

#4 Consider Using Advanced Technology to Increase Revenue 

Advanced technology like direct mail retargeting can improve sales by making direct mail more effective. Direct mail retargeting involves sending physical mail to users who engage with your brand or business online. For instance, a consumer adds items to a shopping cart but doesn’t complete their purchase. A retargeting campaign can be generated in minutes and mailed to their physical address offering a discount on the items left behind in their shopping cart to close the sale.  

Taking steps to save money on marketing is a great way to shore up resources in harder times. Our team at Pel Hughes is here to help. From database services to campaign automation and smarter direct mail strategies, our company offers several cost-saving measures. Call us at (504) 486-8646 to discuss your next direct mail campaign.  

Marketing for Banks: New Mover Mail Campaigns 

New mover mail campaigns are great tools that improve marketing for banks. One of the best times to attract new customers is just after they relocate. To help illustrate this point, consider the following statistics and facts:

  • On average, 60,000 people move a day in the United States.
  • When consumers relocate, they will make about 70 decisions on where to conduct business within the first 90 days of moving.
  • The average cost associated with moving is about $9,000.

Moving is an overwhelming experience, but it is also a wonderful opportunity for businesses and consumers to connect. Sending new mover mailing campaigns is a helpful way to reach out to consumers in search of banking services.

What Makes a Great New Mover Mail Campaign

When it comes to marketing for banks looking to connect with new movers, the best approach is to be welcoming and helpful in your brand messaging. New mover mailers should implement personalized messaging by using technology such as VDP (variable data printing) so that their mail is addressed to their legal name.

Based on demographic data, your mail can also include messaging that is helpful for specific income levels and age groups. For example, new movers in older age groups would benefit from mailers that offer financial planning services and investments while younger demographics are more likely to respond to affordability and convenience with services like mobile depositing, automatic bill pay, and banking apps for their devices. By segmenting your audience by their needs, your bank can showcase the services most likely to benefit recipients.  

Tips for Marketing to New Movers with Mail Campaigns

Below are some helpful tips for increasing the effectiveness of your new mover campaigns:

  • Act quickly. Send your mailers to new movers shortly after their relocation. New residents of your community will be making several decisions within their first couple of weeks after moving.
  • Offer a welcome package such as a discount on services, free consultations with financial professionals, or coupons to other local businesses such as cafes or dry cleaners.
  • Lend helpful advice about your services and programs such as overdraft protection, free checking, or higher interest savings accounts.
  • Provide your website URL, a point of contact for e-mail, and/or a QR code for consumers to learn more about your services and programs.

How Pel Hughes Can Help

Pel Hughes provides marketing for banks and financial institutions throughout Louisiana and beyond. Our suite of services, including direct mail, cross media marketing, campaign automation, and graphic design can help you put your best foot forward with new movers. Give us a call at (504) 486-8646 to speak with a member of our team.

Direct Mail Retargeting for Banks and Financial Institutions 

As with many other industries, direct mail retargeting for banks shows great promise. According to the USPS, direct mail retargeting boosts conversions by 20% when compared to conventional direct mail campaigns. If you’re curious about how direct mail retargeting for banks works, read on for a helpful breakdown from Pel Hughes.

How Direct Mail Retargeting Works for Banks

Direct mail retargeting is a sophisticated form of print advertising that merges your digital presence with your physical one to consumers. Using advanced software, retargeting involves sending automated mail to consumers who interact with your bank via your website. Retargeting can be triggered by consumers signing up for e-mail notifications, inquiring about your services through digital customer service platforms, or when they create an account with your financial institution. Essentially, a potential customer will receive a thoughtful follow-up to digital communication/user action by mail within a few days of engaging with your bank online.

Retargeting campaigns are especially useful for new customer outreach, consumer education about your programs and services, and for setting your institution apart from your competition.

Benefits of Direct Mail Retargeting

Retargeting offers unique advantages to banks and financial institutions. First, retargeting fosters a real-life connection with consumers. Receiving mail is a markedly different experience when compared to digital communications. In fact, mail has a powerful effect on consumers because it produces a sensory experience that digital interactions cannot compete with. Touching and reading physical pieces of paper activates parts of the brain related to memory, positive emotions, and trust. Simply put, retargeting campaigns can help you establish a memorable and positive experience with consumers.

Another great advantage to direct mail is the fact that physical mail doesn’t encounter spam filters and pop-up blockers. Consumers are inundated with brand messaging on the web, social media, and e-mail, which leads to a new phenomenon called “digital fatigue”. Fortunately, direct mail retargeting is the perfect workaround to reach consumers in a less overwhelming way.

Other benefits of direct mail retargeting for banks include: 

  • Higher ROIs than conventional direct mail and e-mail
  • Improved open rates because direct mail is viewed as more trustworthy than digital communication
  • Merge the physical and digital presences of your bank or financial institution
  • Tailored messaging based on a consumer’s digital activity, specific needs, and unique interests

How to Implement Direct Mail Retargeting for Your Bank

If direct mail retargeting piques your interest, give our team at Pel Hughes a call. We are a full-service printing company that provides direct mail retargeting services to businesses throughout the United States, including banks and financial institutions. We utilize advanced technology such as campaign automation and database services to help you hit your marketing and advertising goals. To learn more about direct mail retargeting, click here or call (504) 486-9646.

Graphic Design Trends for 2025 

Thought leaders in the graphic design industry have forecasted upcoming digital and print design trends for the next year and beyond. These trend forecasts show a shift away from monochromatic and minimalist designs with an emphasis on designers utilizing AI to produce intriguing color stories, graphics, and emotional connection to art in advertising. Following are some graphic design trends to expect in 2025.  

Striking Graphic Design Trends for The Next Year 

The Dark-to-Light Aesthetic 

While moody elements like deep, jewel-toned hues were popular in recent years, the dark-to-light aesthetic is a bit different. Utilizing a spectrum of black, gray, and white colors in fonts, graphics, and photographs produces an impactful contrast that evokes feelings of resilience and triumph among consumers. The dark-to-light aesthetic evokes gothic and grunge elements to convey powerful brand messaging.  

Aerial and Elevated Perspectives 

Graphic design thought leaders forecast that both AI-generated artwork and photography will emphasize elevated perspectives in digital and print brand messaging. This could involve showcasing art and photographs from heightened perspectives like mountain tops or space. Drone photography will likely be heavily used to provide this heightened perspective, too. Focusing on elevated perspectives in photography and art conveys a dedication to transparency and forward-thinking while producing imagery that attracts attention. 

AI-Generated Art 

Artificial intelligence (AI) is all the rage. With a massive uptick in AI use, marketing professionals should expect to see a lot more AI-generated content in both digital and print. AI-based artwork can create futuristic and dreamy scenery that would be useful for brands in the tech space. This form of art can also produce surrealist imagery that will likely grace album covers, book jackets, and much more. AI also offers promise for cost-effective artwork that can be produced quickly with minimal labor.  

Japanese-Inspired Coziness  

In recent years, Scandinavian minimalism was all the rage. This year’s minimalist inspiration comes from Wabi-Sabi, a Japanese philosophy and aesthetic that celebrates natural tones and elements, impermanence, thoughtful minimalism, and contentment. Wabi-Sabi aesthetics involve hues and colors such as soft and light earth tones, wood, and muted greenery. This form of thoughtful minimalism produces harmonious images and evokes Zen-like emotions, which is ideal for brands offering consumer goods like home decor and clothing as well as service-based businesses like spas and salons.  

These trend forecasts offer something for every brand. From the striking juxtaposition of black and white aesthetics to the cozy harmony of Wabi-Sabi, it appears that brands have plenty of inspiration to pool from when developing this year’s print and digital marketing content. The various trends offer unique aesthetics that can help produce content that resonates with consumers and offers a competitive edge to brands.  

Pel Hughes is a full-service printing company that serves businesses, non-profit organizations, and educational institutions throughout the United States. We offer direct mail, campaign automation, database services, graphic design, and cross media marketing. Click here to request a quote or call (504) 486-8646 to speak with a member of our team.  

Data Driven Direct Mail 

It seems every industry is leveraging data these days and print advertising is no different. Data has the power to invigorate commerce, broaden reach to customers, and forge a consistent brand message across various channels. Data driven direct mail helps make your print and digital marketing campaigns more cohesive while ensuring that thoughtful messaging reaches your consumer base.  

Is direct mail relevant in 2025? 

With the rise of digital marketing and advertising, direct mail took a backseat. In the last few years, though, direct mail is seeing quite a resurgence. Direct mail campaigns offer unique advantages where digital messaging falls short. Following are some key takeaways from a well-researched direct mail marketing report: 

  • Direct mail conversion and response rates are stellar at 84% and 85% respectively. 
  • Over 80% of brands across all industries are beefing up investments in direct mail. 
  • An overwhelming majority of marketers believe that direct mail offers the highest ROI over any other type of messaging. 

Retargeting with Data Driven Direct Mail 

Direct mail retargeting is a great use for data that makes your messaging more relevant to existing customers. Retargeting software sends targeted direct mail after a user interacts with your website. For instance, a customer can place an item in their digital shopping cart but stop short of actually purchasing. Retargeting software can then trigger a direct mail piece that offers a small discount for the very item of interest to close the sale. Direct mail retargeting is a powerful tool that makes digital interactions with your brand more compelling to consumers.  

Using Data to Find New Customers  

Leveraging data can involve so much more than direct mail retargeting. Data can be used in a variety of ways to enhance the response and conversion rates of direct mail. One powerful application of data is for finding new customers that can enjoy the services or goods your business has to offer. Powerful algorithms can sort through consumer databases and cross reference data points from your website and social media channels to efficiently curate an excellent mailing list for your business. Mailing lists can be further curated to segment your audience so that your brand messaging is highly attuned to their unique needs and purchasing habits.  

Pel Hughes offers direct mail, cross media marketing, campaign automation, and database services to businesses, organizations, and educational institutions throughout the United States. To learn more about how data-driven direct mail can help you achieve your business goals, give our team a call at (504) 486-8646.  

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.  

Holiday Marketing Tips from Pel Hughes 

The Holiday Season is an important time for marketers. Just retail sales alone account for nearly $960 billion each year. Companies of all sizes spend about $67 billion on digital and print ads during this time, too. Holiday marketing is important for both B2B- and retail-oriented enterprises. Our team at Pel Hughes encourages clients to deploy cross media marketing campaigns during the Holidays to ensure meaningful connections with clients and customers

To help demonstrate the power of holiday marketing, we will discuss Pel Hughes’ holiday campaigns from 2023 along with metrics on our results below.  

The 2023 Pel Hughes Holiday Marketing Campaign 

Last year, we deployed a print holiday marketing campaign along with e-mail versions to our clients. To show our appreciation for their patronage, we gifted a cookbook comprised of unique recipes from our team. We provided print and digital copies of the Pel Hughes cookbook that were redeemed via QR codes.  

Pel Hughes Holiday Campaign 2023

This is the opened double-gate fold mailer.

The closed, back side of our campaign listing our services.

The digital version of our Holiday campaign.

The direct mail campaign was a double-gate fold card that contained a personalized URL (PURL) and a QR code to redeem the complimentary cookbook. Our campaign was New Orleans-themed to showcase our pride for our city’s rich culture, history, architecture, and unique cuisine.

Our New Orleans-inspired cookbook.

Our cookbooks were customized with variable data printing.

Our team contributed New Orleans-themed recipes including appetizers.

 

In addition to images of iconic buildings in New Orleans, our graphics included maps of the city with our office location highlighted. The backside of the campaign listed our services such as direct mail, promotional products/apparel, cross media marketing, and more. This section of our mailer contained a separate QR code for recipients to scan to learn more about our services and technology.  

The campaign’s envelope was holiday-themed and featured copy stating that the contents of this campaign included a complimentary gift from Pel Hughes.

The customizable envelope for our Holiday campaign.

The customizable envelope for our campaign.

Results of Our Cross Media Holiday Campaign 

Our team was pleased with the results of our cross media holiday marketing campaign. We were able to review metrics from the digital campaign, e-mails, and even our direct mail pieces. By embedding QR codes for the gift redemption and PURLs along with QR codes that provided more information about our services, we were able to analyze reliable information on response rates to our mailers.  

Below are some screenshots of the results from our holiday marketing campaign. Some highlights include: 

  • Over 300 unique visits to web pages, more than 250 interactions, and 319 clicks on those pages from PURLs and QR codes. 
  •  A 54% open rate on the first e-mail campaign and a 68% open rate on the second.  
  • E-mail campaigns generated a 34% increase in website traffic and almost 74% in website conversions. 

Engagement results from our campaign.

More results from our Holiday campaign.

Taking a cross media approach to our holiday marketing generated great results while also utilizing gifts to convey our deep appreciation for our clients. We serve businesses, non-profits, and educational institutions throughout the United States. In addition to direct mail and cross media marketing, we offer graphic design, campaign automation, database services, lab logistics, and promotional apparel/products. Call us today at (504) 486-8646 to get started on your next campaign.