My office shelves have been filling up with guides, brochures, fliers, magazines, and yes, actual paper maps. That such a strong print ecosystem still promotes travel in our digital age is a wonderful thing. Here are some short observations based on many of the materials I’ve looked at and what resonated with me.
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In my career, I’ve seen a lot of good-to-great direct mail. And I’ve also seen a lot that gets things wrong.
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Mail and print have seen a lot of changes over the years, so many that it’s not easy for printed resources to keep up with them all. But the fundamentals and background have a lot of value, as shown in these five books.
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There are all kinds of strategies you can pursue to achieve efficiencies and control your costs for your direct mail campaigns.
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So many great catalog titles have gone away in favor of e-commerce since the turn of the century, though some familiar names have made a bit of a comeback.
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The “mail moment” — the experience that they have when they hold a mailer in their hands and look at it — can be a powerful way to engage with them.
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Collecting postage stamps sparked my interest in the wide world of mail: first-class, business, airmail, you name it.
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