Direct Mail on the Move

1. Timing:
   With a short presence at each location—sometimes less than a full day—perfectly timed communication was critical. Too early, and people might forget. Too late, and the opportunity was already missed. The messaging needed to be timely, accurate, and repeatable across dozens of stops.
2. Coordination:
   The mobile market’s team was small, and managing multiple mail drops aligned to specific dates and locations was complex. They needed a partner to help handle the logistics—ensuring every mailing reached the right place at the right time without overloading internal bandwidth. The brand operated lean, but the campaign needed enterprise-level coordination.
3. Impact:
   In a space where they’re not the only option, the client wanted to stand out. Many competitors rely on word-of-mouth or limited digital promotion. This brand aimed to earn trust and attention with a polished, well-timed presence—delivering a consistent brand experience, at speed.

We partnered with the mobile market team to create a multi-touch strategy timed to each stop. The campaign centered around two direct mail pieces, with signage to reinforce the brand on site.

• Catalog Printing & Mailing: A beautifully printed catalog launched the campaign, introducing the full range of seasonal products. It was mailed broadly across the Midwest to build awareness and anticipation—along with info about online shopping for those who couldn’t attend in person.
  
• Just-in-Time Postcards: As the route firmed up, ZIP Code-specific postcards were mailed days before each stop. These saturation mailings reached every address in the area—boosting turnout and keeping postage costs low. Like the catalog, they included a call to action to shop online if needed.
  
• Data & List Management: We sourced and segmented mailing lists by community, ensuring each drop reached the right neighborhoods at the right time.
  
• Efficient Production: Materials were printed in a single run, then staged for regional delivery. This eliminated production delays and gave the client more control over timing.

Signage for the Finish Line: On-site signage and event graphics reinforced the brand and improved flow once visitors arrived.

The mobile market’s seasonal roadshows have now spanned multiple years of collaboration with us—proving the model works and scales reliably. Each season, the print and mail strategy has evolved to support more stops and households, without adding complexity for the client.

The two-touch approach (catalog + postcard) drove measurable results:

• Targeted reach: Residents received mailings specific to their location and timing.
  
• Improved turnout: Postcards arriving just before the stop consistently boosted attendance.
  
• Simplified logistics: We handled printing, staging, and mail coordination—removing the guesswork.
  

This campaign showed how direct mail can outperform digital-only strategies when timing is critical. With near-universal delivery and a format that’s hard to ignore, postcards reach up to 95% of your audience—far exceeding the visibility of most digital ads.

The campaign was also cost-effective. We used saturation mailing for postcards—a USPS method that delivers to every address in a geographic area at discounted rates. Combined with batch printing and regional staging, it provided speed, control, and savings.

This campaign is a blueprint for any brand that needs to reach multiple locations with precision. Whether you're a retailer, a nonprofit hosting regional events, or a team hitting the road for conferences, direct mail can be timed and localized to your schedule—with more reliability than digital alone.

Compared to emails and social posts—often overlooked or limited by algorithms—print delivers consistently. While digital open rates hover around 20%, well-executed direct mail reaches up to 95% and stays visible longer. That means better awareness, stronger recall, and higher ROI.

• Announcing a store opening? Send a ZIP-targeted mailer.
  
• Hosting an event series? Use staggered campaigns to follow your calendar.
  

Want to stay top of mind? Combine catalogs and postcards for multi-layered engagement.

From concept to delivery, we help businesses connect with the right people, at the right time, in the right way. Our 360º direct mail services are built for brands that need both creativity and precision—and the volume to scale. In 2024 alone, we produced and mailed over 60 million pieces of direct mail for clients across industries. That kind of output isn’t just a number—it’s a sign that businesses trust us to deliver on speed, scale, and quality.

Explore more at: thysse.com/direct-mail