Early Express Latest News

Choosing The Right Paper For Your Marketing Materials

Thu, 16 Apr 2026 13:20:36 GMT

Why Paper Quality Matters More Than You Think

When your direct mail piece lands in a prospect's hands, they form an immediate impression within seconds. The paper you've chosen communicates volumes about your brand before a single word is read. Thick, quality paper signals professionalism and credibility, while flimsy stock suggests corner-cutting that prospects may associate with your entire business. In today's digital-first world, physical marketing materials have become even more impactful precisely because they're tangible—but only when they're done right.

Research consistently shows that paper quality directly affects response rates and customer engagement. Recipients are more likely to hold onto, read thoroughly, and act on marketing materials printed on premium paper. The tactile experience matters: a substantial postcard or brochure feels valuable, while thin paper often gets discarded without a second glance. For small business owners investing in direct mail campaigns, this means paper selection isn't just an aesthetic choice—it's a strategic decision that impacts your bottom line.

Beyond immediate impressions, paper quality affects the longevity of your marketing message. Quality stock withstands handling, remains readable longer, and is more likely to be saved or passed along to others. When you're competing for attention in a mailbox full of offers and promotions, the physical presence of your piece can be the differentiator that keeps your message front and center. This is particularly important for high-value offers, real estate listings, fundraising appeals, or any campaign where you need your message to have staying power.

Understanding Paper Weight and Its Impact on Your Brand

Paper weight, measured in pounds or GSM (grams per square meter), determines how your marketing material feels in hand and performs during printing and mailing. Standard postcard stock typically ranges from 14pt to 16pt (around 100-130 lb cover weight), while brochures might use 80-100 lb text weight for interior pages and heavier cover stock for the exterior. Understanding these measurements helps you make informed decisions that balance quality perception with budget and postage considerations.

Heavier paper stock conveys premium quality and durability. A 16pt postcard stock feels substantial and professional, perfect for real estate agents showcasing luxury properties or restaurants promoting upscale dining experiences. However, weight affects postage costs—the difference between light and heavy stock can push your mail piece into a higher postage tier. This is where working with an experienced direct mail partner becomes invaluable. We help clients find the sweet spot where paper weight enhances brand perception while keeping campaigns cost-effective and within USPS weight thresholds.

For multi-page materials like brochures and catalogs, paper weight affects functionality as well as perception. Text weight paper (typically 60-100 lb) allows for easy folding and reading, while cover stock (80-130 lb) provides structure and protection. Variable data printing capabilities allow you to personalize even heavy-stock pieces, combining the quality of premium paper with the effectiveness of targeted, customized messaging. The key is matching paper weight to your campaign goals—an Every Door Direct Mail piece might use lighter stock for cost efficiency, while a targeted list mailing to high-value prospects warrants heavier, more impressive paper.

Glossy vs Matte vs Uncoated: Matching Finish to Purpose

Paper finish dramatically affects both the visual impact and functionality of your marketing materials. Glossy finishes create vibrant, eye-catching colors that pop off the page, making them ideal for image-heavy materials like restaurant menus, retail promotions, and real estate listings with professional photography. The reflective surface enhances color saturation and provides a polished, modern look that communicates quality and attention to detail. However, glossy finishes can create glare under certain lighting and are more difficult to write on, which matters if you want recipients to jot notes or fill out response forms.

Matte finishes offer a sophisticated, understated elegance that's increasingly popular for professional service providers, nonprofit organizations, and B2B marketing. The non-reflective surface is easier to read in various lighting conditions and provides an excellent writing surface for handwritten notes or additions. Matte finishes also tend to feel more substantial and luxurious to the touch, making them perfect for fundraising appeals, high-end product catalogs, and materials where you want to convey thoughtfulness and quality over flashy appeal. The colors are slightly more muted than glossy, but many marketers prefer this refined aesthetic.

Uncoated paper provides the most natural, tactile experience and is the go-to choice when you want a personal, authentic feel. This finish works beautifully for handwritten direct mail services, wedding invitations, artisanal brand materials, and any campaign where warmth and approachability are priorities. Uncoated stock absorbs ink differently, creating a softer appearance that can be perfect for earth-tone color schemes and vintage or rustic designs. It's also the most environmentally conscious option, as the lack of coating makes it easier to recycle. Consider uncoated paper for nonprofit donor communications, community event promotions, or any message where you want to emphasize genuine connection over polish.

Cost-Effective Paper Choices That Don't Sacrifice Quality

Smart paper selection doesn't mean choosing the cheapest option—it means finding the right balance between quality, purpose, and budget. For high-volume campaigns like Every Door Direct Mail, using a slightly lighter weight stock (13pt-14pt instead of 16pt) can significantly reduce costs without noticeably compromising quality. The savings multiply across thousands of pieces, allowing you to reach more households or allocate budget to better design and targeting. Similarly, choosing standard sizes that maximize sheet usage reduces waste and printing costs while still delivering professional results.

Strategic paper selection varies by campaign type and audience. A postcard announcing a limited-time retail sale can effectively use moderate-weight glossy stock to catch attention without premium pricing. Meanwhile, a personalized direct mail piece targeting high-value prospects—like our SiteChaser retargeting solution sends—warrants heavier, higher-quality paper because the audience is pre-qualified and the conversion potential justifies the investment. This tiered approach to paper quality ensures you're not over-investing in broad awareness campaigns or under-investing in critical conversion opportunities.

Working with a full-service direct mail provider helps you maximize paper budget efficiency. We offer volume discounts, efficient mailing list management and presorting services that lower postage costs, and can recommend paper alternatives that meet your quality standards at better price points. Our data processing and CASS/NCOA certification services ensure your mailings reach the right addresses, so you're not wasting premium paper on undeliverable mail. Additionally, our in-house design team with over 20 years of direct mail experience knows how to optimize designs for different paper stocks, ensuring your chosen paper enhances rather than limits your creative vision—all while keeping your campaign profitable and effective.

Matching Paper to Your Direct Mail Campaign Goals

Different campaign objectives demand different paper strategies. Brand awareness campaigns that need to reach broad audiences benefit from cost-effective paper choices that allow maximum distribution—think lighter weight stock with eye-catching glossy finish for retail promotions or event announcements. Conversely, lead generation campaigns targeting qualified prospects should invest in heavier, premium paper that signals value and encourages recipients to take action. Real estate professionals mailing to specific neighborhoods, for example, achieve better results with substantial, high-quality postcards that reflect the professionalism prospects expect when making major purchasing decisions.

Personalization and automation strategies also influence paper selection. Our automated direct mail marketing solutions integrate with your CRM and marketing platforms to send triggered mailings based on customer journey events. For these highly targeted, timely pieces, quality paper reinforces the personalized nature of the message. Variable data printing on premium stock creates a one-to-one marketing experience that drives engagement and conversion. Similarly, our handwritten and pen-to-paper services achieve maximum impact on quality stock that enhances the personal, authentic feel recipients value in handwritten communications.

Omni-channel campaigns that combine direct mail with digital advertising benefit from consistent quality across touchpoints. When your IP targeting and digital ads present a polished brand image, your direct mail pieces need to match that quality level to maintain credibility and reinforce your message. We help businesses create integrated campaigns where paper selection aligns with overall brand positioning and campaign strategy. Whether you're running a New Movers program, retargeting website visitors through SiteChaser, or executing a comprehensive political or nonprofit campaign, the right paper choice strengthens your multi-channel approach and improves overall campaign effectiveness. Our team is here to guide you through these decisions, ensuring every element of your direct mail campaign—from paper to design to targeting—works together to achieve your specific marketing goals.

Digital Printing Vs Offset Printing: What's The Difference?

Thu, 09 Apr 2026 19:59:05 GMT

Understanding How Digital And Offset Printing Technologies Work

When you're planning your next direct mail campaign or marketing materials, understanding the fundamental differences between digital and offset printing technologies can help you make smarter decisions. These two printing methods operate on completely different principles, each offering unique advantages depending on your specific project needs.

Digital printing works much like your office printer, but on a professional scale. It transfers digital files directly onto paper or other materials using toner or inkjet technology. There are no printing plates involved—the image goes straight from your computer file to the printed page. This direct-to-print process eliminates several traditional setup steps, making it ideal for projects that need quick turnaround or frequent content changes. Variable data printing, which allows you to personalize each piece with different names, addresses, or images, is a standout capability of digital printing that's revolutionized direct mail marketing.

Offset printing, on the other hand, is a traditional method that's been refined over more than a century. It uses metal plates (typically aluminum) that are chemically treated to attract ink in specific areas. The inked image transfers—or 'offsets'—from the plate to a rubber blanket, then finally to the printing surface. This indirect printing process produces exceptionally consistent results across large print runs. While offset requires more upfront setup, including plate creation and press calibration, it delivers unmatched quality and cost-efficiency when printing thousands of pieces.

The choice between these technologies isn't just technical—it impacts your timeline, budget, and the final impression your marketing materials make. At Early Express, we maintain both digital and offset printing capabilities in-house, which means we can recommend the best method for your specific campaign goals, whether you're launching a targeted postcard series or producing thousands of brochures for a major promotion.

Cost Comparison: When Each Method Makes Financial Sense

Understanding the cost structure of digital versus offset printing is essential for maximizing your marketing budget. The financial equation changes dramatically based on your print volume, and choosing the wrong method can unnecessarily inflate your costs or compromise quality.

Digital printing shines for short runs and projects under 500-1,000 pieces. Because there are no plates to create or lengthy press setups required, you avoid substantial upfront costs. You're essentially paying per piece printed, making the cost structure straightforward and predictable. This makes digital printing perfect for testing new direct mail campaigns, producing materials for small events, or creating personalized mailers where each piece differs. For small business owners and nonprofits with limited budgets, digital printing provides access to professional-quality materials without minimum order requirements that strain resources.

Offset printing reverses this cost equation. The setup costs are higher—creating plates and calibrating the press represents a fixed investment regardless of quantity. However, once the press is running, each additional piece becomes remarkably inexpensive. The per-unit cost drops significantly as volume increases, making offset the clear winner for runs exceeding 1,000-2,000 pieces. For large-scale Every Door Direct Mail campaigns, bulk postcards, or catalogs distributed to extensive mailing lists, offset printing delivers superior value. The breakeven point where offset becomes more economical than digital typically occurs between 500-2,000 pieces, depending on the specific project details.

Smart marketers often use both methods strategically. You might test a new direct mail design with a small digital print run to measure response rates, then scale up with offset printing once you've validated the campaign's effectiveness. At Early Express, our in-house capabilities for both methods mean we can guide you to the most cost-effective solution for each stage of your marketing strategy, helping you stretch your budget further while maintaining the quality that drives results.

Quality, Color Accuracy, And Material Capabilities

The quality differences between digital and offset printing have narrowed considerably in recent years, but important distinctions remain that can impact how your brand appears in customers' hands. Understanding these nuances helps ensure your marketing materials create the professional impression you're aiming for.

Offset printing is still considered the gold standard for color consistency and accuracy, especially for large runs where every piece must match perfectly. The ink-on-paper application creates rich, vibrant colors with exceptional detail reproduction. Offset excels with Pantone color matching, making it the preferred choice when brand colors must be exact across thousands of pieces. The ink sits uniformly on the paper surface, producing professional results that work beautifully for high-end brochures, annual reports, and marketing materials where premium appearance matters. Offset also handles specialty inks like metallics and special finishes more effectively than digital.

Digital printing has made remarkable quality advances and now produces excellent results for most applications. Modern digital presses deliver sharp text, clean images, and good color reproduction that satisfies the vast majority of business printing needs. Where digital truly excels is in variable data printing—the ability to personalize each piece with different images, text, or offers without any quality degradation. This capability has transformed direct mail effectiveness, allowing you to create highly targeted campaigns that speak directly to each recipient. For business cards, flyers, postcards, and most direct mail pieces, digital quality meets professional standards while offering personalization advantages offset can't match.

Material versatility is another consideration. Offset printing works with an exceptionally wide range of paper stocks, weights, and specialty materials, giving you maximum creative flexibility. Digital printing has become increasingly versatile but may have some limitations with extremely thick stocks or specialty materials. However, for the standard materials used in most direct mail and marketing campaigns—from postcards to brochures—both methods produce professional results. At Early Express, our experienced design team can help you select the printing method and materials that best showcase your message while staying within budget, ensuring your marketing materials make the impact you need.

Turnaround Time And Project Volume Considerations

Timing can make or break a marketing campaign. Whether you're responding to a seasonal opportunity, supporting a time-sensitive promotion, or coordinating with an event, understanding how printing method affects your timeline is crucial for campaign success.

Digital printing offers unmatched speed for quick-turnaround projects. Without plates to create or extensive press setup, digital jobs can often be printed the same day or within 24-48 hours. This rapid turnaround makes digital the go-to choice for last-minute needs, event materials, trade show handouts, or responsive marketing campaigns that capitalize on current trends or opportunities. If you're a real estate agent who just won a new listing and wants to mail postcards to the neighborhood immediately, or a restaurant owner promoting a weekend special, digital printing gets your message into customers' hands fast. The ability to print on-demand also eliminates the need to store large quantities of materials that might become outdated.

Offset printing requires more time due to the setup process—creating plates, mixing custom inks, calibrating the press, and conducting quality checks before the full run begins. Typical turnaround times for offset projects range from several days to two weeks, depending on complexity and current production schedules. However, this time investment pays dividends for large-volume projects. Once set up, offset presses run efficiently, producing thousands of pieces per hour. For planned campaigns with adequate lead time—seasonal direct mail programs, annual fundraising appeals, or regular promotional mailings—offset printing delivers superior value without timeline constraints.

Volume considerations extend beyond just cost. Very small quantities (under 100 pieces) are almost always better suited for digital, while runs exceeding several thousand pieces favor offset. Mid-range volumes between 500-2,000 pieces occupy a sweet spot where either method might work, and the decision depends on other factors like personalization needs, color requirements, and timeline. At Early Express, we help businesses and nonprofits plan their marketing calendars to optimize both printing methods—using digital for responsive, personalized campaigns and offset for planned, high-volume mailings. This strategic approach ensures you're never choosing between speed and value, but rather selecting the right tool for each specific marketing objective.

Making The Right Choice For Your Direct Mail And Marketing Materials

Choosing between digital and offset printing doesn't have to be complicated when you understand your campaign goals and project requirements. The right decision balances quality, budget, timeline, and marketing objectives to maximize your return on investment.

Start by evaluating your specific project needs. Ask yourself: How many pieces do I need? What's my timeline? Does my mailing list require personalization, or will every piece be identical? What's my budget per piece? Do I need exact color matching for brand standards? For a targeted direct mail campaign to 300 real estate prospects with personalized property recommendations, digital printing is your best choice. For 5,000 identical postcards announcing your store's grand opening through Every Door Direct Mail, offset printing offers better value and quality. For fundraising appeals where each donor sees their name and personalized giving history, digital's variable data capabilities make it the clear winner regardless of quantity.

Consider your overall marketing strategy, not just individual projects. Many successful businesses use digital printing for testing new concepts, personalized outreach, and quick-response campaigns, while reserving offset printing for proven campaigns they're scaling up, seasonal promotions planned months in advance, and brand materials that need premium quality. This hybrid approach optimizes your marketing budget by matching method to purpose. The data from your digital test campaigns can inform larger offset runs, reducing risk while maintaining flexibility.

Integration with broader omni-channel marketing matters too. If you're running programmatic direct mail campaigns like SiteChaser that retarget website visitors, digital printing's quick turnaround ensures your mailers reach prospects while your brand is still top-of-mind. For coordinated campaigns combining direct mail with IP targeting digital ads, the timing and personalization flexibility of digital printing often proves invaluable. However, for broad awareness campaigns reaching entire postal routes or large mailing lists, offset printing's cost-efficiency allows you to reach more prospects with your budget.

At Early Express, we've been helping Dayton-area businesses and organizations navigate these decisions since 1977. Our in-house capabilities for both digital and offset printing mean we're never locked into recommending one method over another—we genuinely guide you to the solution that best serves your goals. Our experienced design team can optimize your artwork for either printing method, our data processing services ensure your mailing lists are accurate and targeted, and our automated direct mail solutions integrate seamlessly with both printing technologies. Whether you're a small business owner printing your first batch of business cards or a marketing director coordinating a multi-channel campaign, we provide the expertise and capabilities to make your marketing materials work harder for your business. The right printing choice isn't about which technology is 'better'—it's about which method delivers the best results for your specific needs, timeline, and budget.

How to Target Direct Mail for Maximum ROI

Thu, 19 Mar 2026 14:14:48 GMT

Understanding Your Ideal Customer for Precise Direct Mail Targeting

The foundation of any successful direct mail campaign starts with knowing exactly who you're trying to reach. Before you print a single postcard or mail a flyer, you need to develop a detailed profile of your ideal customer. This means going beyond basic demographics like age and income to understand their behaviors, pain points, and purchasing patterns. For small business owners and marketers, this level of insight transforms direct mail from a scattershot approach into a precision marketing tool that delivers measurable results.

Start by analyzing your existing customer base to identify common characteristics among your best customers. Look at purchase history, frequency of engagement, average transaction value, and customer lifetime value. Are your most profitable customers homeowners in specific neighborhoods? Do they fall within certain age ranges or household income brackets? Understanding these patterns allows you to create lookalike audiences and target prospects who share similar characteristics, dramatically increasing your response rates and return on investment.

Don't overlook the importance of timing and life events in your customer profiling. New movers, for example, represent a prime audience for many businesses because they're actively seeking local services and establishing new shopping habits. Similarly, businesses can target households based on recent life changes like new homeownership, retirement, or growing families. By aligning your direct mail campaigns with these pivotal moments, you reach customers when they're most receptive to your message, maximizing the effectiveness of every piece you send.

Leveraging Data and Mailing Lists to Reach Qualified Prospects

The quality of your mailing list directly determines the success of your direct mail campaign. Working with accurate, up-to-date data ensures your carefully crafted message reaches the right people rather than getting lost in the mail or delivered to outdated addresses. Professional data processing services can clean your existing customer lists, removing duplicates, correcting addresses, and verifying deliverability through CASS (Coding Accuracy Support System) and NCOA (National Change of Address) certification. These data hygiene practices not only improve delivery rates but also reduce wasted printing and postage costs.

Beyond maintaining your existing lists, strategic list sourcing opens doors to new prospect audiences that match your ideal customer profile. Whether you're targeting specific geographic areas, demographic segments, or behavioral characteristics, targeted mailing lists allow you to reach qualified prospects who are most likely to respond to your offer. For real estate professionals, this might mean targeting lists of homeowners with high equity or households in specific price ranges. For restaurants and retail businesses, it could involve targeting neighborhoods within a certain radius of your location based on household income and lifestyle indicators.

Data segmentation takes your targeting to the next level by allowing you to customize your message for different audience segments. Instead of sending the same generic postcard to everyone, you can create tailored versions that speak directly to the specific needs and interests of each segment. A home services company might send one message to recent movers emphasizing introductory offers, while sending a different message to long-term residents focusing on seasonal maintenance reminders. This level of personalization, made possible through proper data management and variable data printing, significantly boosts engagement and response rates compared to one-size-fits-all approaches.

Combining Direct Mail with Digital Strategies for Omni-Channel Impact

Today's most effective marketing campaigns don't rely on a single channel—they create touchpoints across multiple platforms to reinforce your message and increase conversion rates. Combining direct mail with digital advertising creates a powerful omni-channel strategy that reaches customers both online and offline. When someone receives a personalized postcard in their mailbox and then sees your display ad on their favorite website, the reinforcement creates stronger brand recognition and higher response rates than either channel alone could achieve.

IP targeting represents a breakthrough in connecting physical and digital marketing. This technology allows you to serve digital display ads to specific households at the router level, without relying on cookies that are increasingly blocked or restricted. When paired with direct mail, IP targeting creates multiple impressions that compound effectiveness. For example, a new movers program can identify households that have recently relocated, send them a targeted direct mail piece, and simultaneously serve them digital ads across all their connected devices. This coordinated approach ensures your message reaches them through multiple channels during a critical window when they're actively seeking local businesses and services.

Programmatic direct mail retargeting takes omni-channel marketing even further by bridging the gap between website visitors and physical mail. Solutions like SiteChaser capture anonymous website visitors through IP addresses or tracking pixels, match them to their home addresses, and automatically send personalized direct mail within 24 to 48 hours. This technology is particularly valuable for recovering abandoned carts and converting interested prospects who visited your site but didn't complete a purchase. By following up digital browsing behavior with tangible, personalized mail, you re-engage potential customers with a memorable touchpoint that email alone can't match, especially as email open rates continue to decline due to spam filters and inbox fatigue.

Personalization and Variable Data Techniques That Boost Response Rates

Generic, mass-produced mail pieces get noticed about as much as white noise—they're easy to ignore and quick to discard. Personalization transforms direct mail from impersonal advertising into relevant communication that commands attention and drives action. Variable data printing technology enables you to customize individual mail pieces with recipient-specific information like names, addresses, personalized offers, and even customized images or maps. This level of personalization demonstrates that you understand your recipient as an individual, not just another name on a list, which significantly increases engagement and response rates.

The key to effective personalization goes beyond simply inserting someone's name in the greeting. Strategic personalization uses data insights to customize the entire offer based on the recipient's specific situation, preferences, or behavior. A real estate agent might send postcards featuring recently sold homes in the recipient's immediate neighborhood with comparable home values. A retail business could reference the recipient's past purchase history or browse behavior to recommend relevant products. An automotive service center might time maintenance reminders based on the recipient's vehicle make, model, and typical service intervals. This type of thoughtful, data-driven personalization makes your message feel timely, relevant, and valuable rather than intrusive.

For the ultimate in personalization, handwritten and pen-to-paper services add a human touch that stands out in a world of printed marketing. Hand-addressed envelopes and handwritten notes achieve dramatically higher open rates because they look like personal correspondence rather than mass marketing. While truly handwritten pieces require more investment per unit, they're particularly effective for high-value prospects, donor outreach for nonprofits, luxury goods and services, and relationship-building campaigns where the personal connection justifies the additional cost. Even incorporating handwritten fonts or personalized signatures can enhance the perceived authenticity and personal attention of your direct mail pieces.

Measuring and Optimizing Your Direct Mail Campaign Performance

One of the biggest misconceptions about direct mail is that it's impossible to measure accurately. In reality, modern direct mail campaigns can be tracked and measured just as precisely as digital advertising when you implement the right tracking mechanisms. Start by establishing clear key performance indicators (KPIs) before your campaign launches. Are you measuring response rate, conversion rate, cost per acquisition, return on ad spend, or customer lifetime value? Different campaign objectives require different metrics, and knowing what success looks like upfront allows you to structure your campaign for measurable results.

Implement tracking mechanisms that connect mail recipients to specific actions. Unique phone numbers, personalized URLs (PURLs), QR codes, and promotional codes all provide direct attribution when recipients respond to your mail piece. These tracking tools tell you not just how many people responded, but which specific mail segments, offers, and creative approaches generated the best results. When combined with omni-channel strategies, you can also track assisted conversions where direct mail influenced a customer who ultimately converted through another channel like your website or phone call. This comprehensive view reveals the true impact of your direct mail investment.

Campaign optimization is an ongoing process, not a one-time event. Analyze results from each mailing to identify what worked and what didn't, then apply those insights to your next campaign. Test different variables systematically—try different offers, headlines, designs, or audience segments—to continuously improve performance. A/B testing in direct mail works the same way it does in digital marketing: send two variations to similar audience segments and measure which performs better. Over time, this iterative approach compounds your results, turning good campaigns into great ones. Many successful marketers find that direct mail, when properly targeted and measured, delivers better ROI than digital channels alone, particularly for reaching customers who are overwhelmed by email and digital ads but still appreciate tangible, physical communication.

Automated Direct Mail for Marketing and Advertising

coreyjswann@gmail.com (Corey Swann) — Fri, 09 Jun 2023 19:17:34 GMT

Automated Direct Mail Marketing in 2026: How Personalization and Automation Drive Real Results

Digital marketing dominates most conversations today, but one channel continues to deliver powerful results when used strategically: direct mail . When combined with automation, data, and personalization, direct mail becomes one of the most effective tools available for customer engagement.

Automated direct mail marketing blends the proven impact of physical mail with modern marketing automation technology. The result is a scalable, personalized outreach strategy that helps businesses convert more prospects, generate qualified leads, and improve overall marketing performance.

In this article, we’ll explore what automated direct mail marketing is, why it’s so effective in 2026, and how businesses can use it to strengthen their marketing strategy.

What Is Automated Direct Mail Marketing?

Automated direct mail marketing is the process of using data and marketing automation tools to trigger personalized physical mail pieces based on customer behavior, demographics, or specific events.

Instead of manually creating and sending mail campaigns, automation platforms connect with your marketing systems—such as CRMs, website tracking tools, or customer databases—to trigger mail at the perfect moment in a customer’s journey.

For example, automated direct mail can be triggered when:

Someone visits your website but doesn’t convert
A customer abandons an online cart
A prospect enters a specific sales pipeline stage
A previous customer hasn’t engaged in months
A new lead signs up for information

This allows businesses to deliver highly relevant mail pieces exactly when they are most likely to generate a response .

At Early Express, tools like SiteChaser and SiteChaser Small Business allow companies to automatically convert website visitors into tangible leads through targeted direct mail campaigns.

Why Personalization Matters More Than Ever

Consumers today are overwhelmed by digital advertising. Email inboxes are crowded, social feeds are saturated with ads, and privacy updates have made targeting more difficult.

That’s why personalized physical mail stands out.

When someone receives a mail piece that speaks directly to their needs or interests, it creates a stronger emotional response than most digital marketing channels.

Personalization allows businesses to:

Increase engagement
Improve response rates
Build stronger brand trust
Deliver more relevant offers

Automation makes personalization possible at scale by using customer data to dynamically generate mail pieces tailored to each recipient.

Key Benefits of Automated Direct Mail Marketing

Higher Engagement and Response Rates

Physical mail naturally commands attention. Unlike digital ads that can be ignored or blocked, direct mail is tangible and harder to overlook.

When personalized and timed correctly, automated mail campaigns often generate higher engagement rates than many digital channels .

Recipients are more likely to:

Visit a website
Scan a QR code
Call a business
Redeem an offer
Request more information

Highly Targeted Campaigns

Automation allows businesses to segment audiences based on:

Demographics
Purchase behavior
Website activity
Customer lifecycle stage
Geographic location

This targeting ensures each recipient receives messaging that is relevant to them, increasing the chances of conversion.

Seamless Omnichannel Integration

In 2026, the most effective marketing strategies are omnichannel .

Automated direct mail integrates with digital marketing channels such as:

Email campaigns
Retargeting ads
CRM workflows
Website behavior tracking
Marketing automation platforms

For example, a website visitor who leaves without converting can automatically receive a personalized postcard days later. This creates a coordinated marketing experience across both digital and physical channels .

How to Implement Automated Direct Mail

Successful automated direct mail campaigns rely on several core components.

Build a High-Quality Mailing List

A strong mailing list is the foundation of any direct mail campaign. Data accuracy and segmentation determine how effective your personalization will be.

Businesses can build lists by:

Using CRM data
Tracking website visitors
Purchasing targeted prospect lists
Updating existing customer databases

Early Express helps businesses source new mailing lists, clean existing data, and prepare targeted segments for campaigns.

Design Mail That Captures Attention

Even the best targeting won’t work if the mail piece fails to stand out.

Effective direct mail includes:

Strong visual design
Clear messaging
Personalized elements
A compelling offer
A strong call-to-action

Our in-house design team at Early Express brings over 20 years of direct mail experience , helping brands create mail pieces that maximize engagement and response.

Automate Print and Mail Fulfillment

Automation allows companies to streamline production and reduce operational complexity.

Modern automated mail systems handle:

Variable data printing
Address verification
Envelope insertion
Postage processing
Mail tracking

At Early Express, we’ve built our entire operation around efficient automation and in-house production , allowing us to reduce costs and simplify the vendor process for our clients.

Best Practices for Automated Direct Mail Campaigns

Segment Your Audience

Segmentation ensures each recipient receives messaging relevant to their situation.

Examples of segmentation strategies include:

First-time website visitors
Repeat visitors
High-value prospects
Past customers
Geographic targeting

Early Express can assist with building these segments or implementing existing ones.

Focus on Value-Driven Content

Successful mail pieces clearly communicate value.

Great direct mail content should:

Address a specific customer pain point
Highlight clear benefits
Include a compelling offer
Tell a simple and persuasive story

When recipients immediately understand the value, they are far more likely to respond.

Track Campaign Performance

Data is essential for optimizing future campaigns.

Key performance metrics include:

Response rates
Conversion rates
Cost per acquisition
Return on investment (ROI)

Tracking allows marketers to continuously improve campaign targeting, messaging, and timing.

Common Challenges (And How to Solve Them)

Maintaining Data Accuracy

Personalization only works when the data is reliable.

Businesses should regularly:

Clean mailing lists
Verify addresses
Remove duplicates
Update outdated records

This is why Early Express places a strong emphasis on data processing and quality assurance .

Managing Costs

Direct mail requires printing and postage, which can create budget concerns if not optimized.

Automation helps reduce costs by:

Improving targeting
Eliminating wasted mail
Streamlining production
Consolidating vendors

Partnering with a full-service provider like Early Express helps businesses scale campaigns while controlling expenses .

Aligning with Digital Marketing

Automated direct mail works best when coordinated with digital marketing channels.

Consistent messaging across email, social media, direct mail, and paid advertising creates a stronger customer journey and improves campaign performance.

The Future of Automated Direct Mail

Direct mail is evolving rapidly as new technologies improve targeting and personalization.

Key trends shaping the future include:

AI-powered audience segmentation
Predictive marketing triggers
Deeper CRM integrations
Enhanced personalization through data analytics
Better campaign tracking and attribution

The most successful strategies will combine automation, data intelligence, and human creativity to deliver memorable marketing experiences.

Why Businesses Choose Early Express

Early Express has been a pioneer in automated direct mail marketing , helping both national brands and small local businesses turn website traffic into real-world leads.

Our solutions including SiteChaser and SiteChaser Small Business allow companies to automatically reach website visitors with personalized mail that drives conversions.

We provide a complete solution including:

Data processing
List sourcing
Direct mail design
Automated printing
Mail fulfillment
Campaign optimization

By consolidating these services into one platform, businesses can reduce complexity while increasing results.

Ready to Turn Website Visitors into Leads?

Automated direct mail is one of the most powerful ways to break through digital noise and reach your audience in a meaningful way.

If you're looking to generate more leads and improve your marketing performance, Early Express can help.

Visit our SiteChaser page to explore case studies and learn how our platform works.

Or contact our team today to see if a partnership is the right fit for your business.

How To Create Highly Targeted Direct Mail Campaigns and Generate More Business

coreyjswann@gmail.com (Corey Swann) — Tue, 09 May 2023 18:08:16 GMT

Turn Abandoned Website Visitors into Sales with Programmatic Direct Mail (2026 Guide)

You’ve invested in a beautiful website.
You’re driving traffic through SEO, paid ads, and social media.

But there’s a frustrating reality most businesses face:

95–98% of website visitors leave without converting.

They browse.
They compare.
Then they disappear.

What if you could re-engage those anonymous visitors with a personalized postcard delivered directly to their mailbox within days?

That’s exactly what Programmatic Direct Mail (PDM) makes possible.

And it’s one of the fastest-growing marketing strategies for brands looking to convert digital traffic into real-world leads.

What Is Programmatic Direct Mail?

Programmatic Direct Mail combines the data-driven precision of digital marketing with the tangible impact of physical mail.

Instead of sending mass mail campaigns to broad audiences, PDM automatically sends highly targeted mail pieces to people who have already shown interest in your business.

Here’s how it works:

A visitor lands on your website.
A tracking pixel captures the visit.
The system matches the visitor’s IP to a household address.
A personalized postcard is automatically generated.
The mail piece is printed and delivered within days.

The result?

You’re able to re-engage interested prospects after they leave your site , turning anonymous traffic into qualified leads.

Why Programmatic Direct Mail Works So Well

Digital marketing is crowded.

Consumers see thousands of ads every day across search, social media, and display networks. Many of them are ignored.

Direct mail, however, still commands attention.

Studies consistently show:

Higher engagement rates
Stronger brand recall
Less competition in the mailbox

When you combine digital intent signals with physical mail , the result is a powerful follow-up channel that cuts through the noise.

Instead of hoping a visitor returns to your site, you proactively bring your message directly to them.

The Power of Intent-Based Targeting

Traditional direct mail campaigns often waste budget.

Lists are purchased.

Mailers go out in bulk. Many recipients have zero interest in the product.

Programmatic Direct Mail eliminates that inefficiency.

With PDM, you only send mail to:

People who visited your website
Prospects who fit your ideal audience
Households that meet your demographic targeting criteria

This means your marketing dollars are focused on high-intent prospects already considering your product or service.

No wasted mail.

No guessing.

Just smarter targeting.

What Makes a Successful PDM Campaign

A high-performing programmatic direct mail campaign usually includes four key components.

1. Website Tracking Pixel

A lightweight pixel is installed on your website.

This pixel tracks visitor activity and identifies when someone meets the targeting criteria for a mail trigger.

2. A Strong Conversion Offer

The mail piece should present a compelling reason for the visitor to come back.

Examples include:

Limited-time discounts
Free consultations
Event invitations
Exclusive promotions
Content downloads

The offer should align with where the visitor was in their buying journey.

3. A High-Impact Mail Piece

The design matters.

Successful PDM campaigns often use:

Oversized postcards
Bold visuals
Clear messaging
Personalized elements
QR codes or personalized URLs

Your goal is to remind the visitor why they were interested in the first place.

4. Automation and Speed

Timing is critical.

The best campaigns send mail within 24–72 hours of the website visit , while the brand is still fresh in the prospect’s mind.

Automation ensures the entire process happens seamlessly:

Visitor → Trigger → Print → Mail → Conversion.

How Early Express Pioneered Programmatic Direct Mail

Early Express has been at the forefront of Programmatic Direct Mail since the early days of the technology.

Our SiteChaser platform was built specifically to help businesses convert website visitors into real leads using automated direct mail.

SiteChaser allows companies to:

Identify anonymous website visitors
Match visitors to household addresses
Automatically trigger personalized mail pieces
Track campaign performance and ROI

This approach has helped national brands and local businesses alike turn digital traffic into measurable revenue.

Why Programmatic Direct Mail Is Growing in 2026

Several trends are driving the rapid growth of PDM.

Privacy Changes

With cookies disappearing and digital tracking becoming more restricted, marketers are seeking new ways to reach interested prospects.

Programmatic direct mail provides a privacy-conscious alternative to traditional retargeting.

Omnichannel Marketing

Modern marketing strategies no longer rely on a single channel.

The most successful campaigns integrate:

Digital advertising
Email marketing
Direct mail
SMS
Social media

Programmatic Direct Mail adds a high-impact offline touchpoint to your marketing mix.

Higher Conversion Rates

Because PDM targets people who already visited your website, conversion rates are often significantly higher than traditional cold direct mail.

You're not interrupting strangers.

You're following up with interested prospects.

Turning Website Traffic into Real Leads

If your website receives traffic but struggles to generate form fills or phone calls, Programmatic Direct Mail can provide the missing piece.

Instead of letting visitors disappear, you can:

Re-engage them offline
Reinforce your brand
Deliver a compelling offer
Drive them back to your website

And most importantly turn anonymous visitors into customers.

Ready to Capture Your Abandoned Website Visitors?

Early Express helps businesses of all sizes use Programmatic Direct Mail to convert website traffic into measurable sales.

With SiteChaser , you can automatically follow up with your website visitors using targeted, personalized direct mail that drives results.

If you're interested in learning how Programmatic Direct Mail can work for your business, contact Early Express to get started today.

The Early Express Guide to Direct Mail Marketing in 2026

coreyjswann@gmail.com (Corey Swann) — Fri, 24 Mar 2023 19:46:35 GMT

What Direct Mail Marketing Looks Like in 2026 Compared to Years Past

Direct mail marketing has been around for decades, but it continues to evolve alongside modern technology. While digital marketing dominates many conversations today, direct mail remains one of the most effective ways to reach prospects and potential customers.

In this guide, Early Express takes a closer look at how direct mail marketing works in 2026, the technology that powers it, and the strategies businesses can use to create successful campaigns.

What is Direct Mail Marketing?

Direct mail marketing is a form of advertising that involves sending physical mail pieces to a targeted audience. These mailers can include:

Postcards
Letters
Brochures
Catalogs
Promotional mail pieces

Unlike broad advertising methods, direct mail allows businesses to send highly targeted messages to specific households or demographics . With modern data tools, campaigns can now be personalized based on location, interests, homeownership status, income range, and more.

Why Direct Mail Marketing is Still Important in 2026

In a world where consumers are constantly bombarded with digital ads, emails, and social media content, direct mail provides something different: a tangible connection .

Here are a few reasons direct mail continues to thrive:

1. Higher Engagement

Direct mail consistently achieves higher engagement rates than most digital channels because physical mail is less crowded than email inboxes.

2. Reaching Offline and Hard-to-Reach Audiences

Not every potential customer is active on social media or constantly checking email. Direct mail ensures your message still reaches them.

3. Physical Brand Presence

A well-designed mail piece can create a stronger impression than a digital ad. People often hold onto physical mail , giving your brand longer visibility.

4. Integrated Marketing Opportunities

Modern direct mail campaigns now combine physical mail with digital advertising , increasing visibility and improving response rates.

At Early Express , we help businesses integrate direct mail with digital ads so your message can reach customers across multiple channels.

Types of Direct Mail Marketing

There are several types of direct mail pieces you can use depending on your goals and budget.

1. Postcards

Postcards are one of the most popular forms of direct mail. They are cost-effective, simple, and great for promotions, announcements, or reminders.

2. Letters

Letters provide a more personal and detailed message, making them ideal for personalized offers or professional communication.

3. Brochures

Brochures allow businesses to showcase products or services with more detail, visuals, and explanations.

4. Catalogs

Catalogs work well for companies with multiple products and are great for driving both in-store and online purchases.

Each format has its advantages depending on the campaign objective.

How to Create a Successful Direct Mail Campaign

A successful campaign requires thoughtful planning, strong design, and measurable results. Here are the key steps.

Identifying Your Target Audience

The most important part of any direct mail campaign is knowing who you're trying to reach .

You should consider factors such as:

Location
Demographics
Homeownership
Income levels
Buying behavior
Industry or business type

If you're unsure where to begin, Early Express can help you build or purchase highly targeted mailing lists to ensure your campaign reaches the right audience.

Creating a Compelling Offer

Your offer is what motivates someone to respond.

A strong offer could include:

Limited-time discounts
Free consultations
Trial offers
Exclusive promotions
Event invitations

The key is providing clear value to your audience .

Designing Your Mailer

The design of your mail piece plays a major role in whether it gets noticed or discarded.

Your mailer should be:

Visually engaging
Easy to read
Focused on a single clear message
Designed with a strong call-to-action

At Early Express , our in-house designers ensure your mail pieces meet the correct printing specifications while looking professional and eye-catching.

Combining Direct Mail with Digital Advertising

One of the biggest advancements in modern marketing is combining direct mail with digital ad campaigns .

Using the same creative or messaging, your audience can see your brand multiple times through:

Display ads
Social media ads
Retargeting campaigns
Streaming TV ads

On average, digital add-ons allow your ad to appear 8–16 additional times , increasing brand recognition and improving conversion rates.

Tracking Your Results

Tracking campaign performance is critical to understanding your return on investment.

Key metrics to track include:

Response rate
Leads generated
Conversion rate
Cost per acquisition

At Early Express , we offer Lead Matching technology to help clients measure campaign performance and understand the real ROI of their direct mail campaigns.

The Future of Direct Mail Marketing

Direct mail is no longer just about sending postcards. In 2026, it’s about combining data, technology, and creativity to reach the right audience with the right message at the right time.

Businesses that integrate direct mail with digital marketing strategies can build stronger brand awareness, generate more qualified leads, and drive measurable results.

Partner With Early Express

Direct mail marketing continues to be one of the most powerful ways to reach customers. With the right strategy, design, and targeting, your campaign can generate leads, increase sales, and grow your business.

Early Express is here to help every step of the way—from audience targeting and design to printing, mailing, and campaign tracking.

We are a family-owned and operated business founded in 1977 , and we take pride in helping our clients turn great marketing ideas into successful campaigns.

If you're ready to start your next mailing campaign, contact us today for a free estimate or give us a call. We’d love to help bring your next campaign to life.

Announcing SiteChaser Small Business | Direct Mail Retargeting to Fit Any Budget

mark@earlyexpress.com (Mark Grant) — Fri, 17 Mar 2023 18:10:15 GMT

Turn Abandoned Website Visitors into Sales with Programmatic Direct Mail

A Beautiful, High-Traffic Website… But No Form Fills?

You invest in SEO.
You run paid ads.
You optimize your website.

Visitors arrive, browse your pages… and then leave without filling out a form.

For most companies, 95–98% of website visitors leave without converting . That means a large percentage of your marketing investment disappears without ever becoming a lead.

But what if you could re-engage those anonymous website visitors in the real world?

That’s exactly what Programmatic Direct Mail (PDM) makes possible.

What is Programmatic Direct Mail?

Programmatic Direct Mail is a marketing strategy that combines data, automation, and digital tracking with physical mail .

Instead of sending bulk mail to broad lists, PDM allows businesses to:

Identify website visitors
Match them to real household addresses
Automatically send them personalized direct mail

This creates a highly targeted, automated follow-up campaign that reaches prospects even after they leave your website.

Think of it as retargeting ads but delivered to the mailbox instead of the browser.

How Programmatic Direct Mail Works

Modern PDM campaigns are powered by technology that connects website behavior with direct mail automation.

The process is simple:

1. A Tracking Pixel Is Placed on Your Website

A small piece of tracking code is installed on your site to identify visitor activity.

This allows the system to capture behavioral data such as:

Pages visited
Products viewed
Time spent on site
Geographic location

2. Visitors Are Matched to Household Addresses

Using secure data matching technology, many anonymous website visitors can be matched to physical mailing addresses.

This allows marketers to identify high-intent prospects without requiring a form submission.

3. A Targeted Mail Piece Is Automatically Triggered

Once a visitor meets your campaign criteria, a personalized direct mail piece is automatically created and mailed.

This could include:

A promotional postcard
A discount offer
A reminder about a product or service
A local service quote invitation

The goal is simple: bring the visitor back to your website and convert them into a lead or customer.

Why Programmatic Direct Mail Works

Digital advertising is crowded. Consumers are constantly bombarded with emails, display ads, and social media promotions. Direct mail cuts through the noise. When combined with website intent data, it becomes incredibly powerful.

Key advantages include:

Higher Engagement

Physical mail often achieves significantly higher engagement than digital ads alone.

Targeted Spending

You only send mail to qualified prospects who have already shown interest in your business.

Automated Marketing

Campaigns run automatically once set up capturing and converting visitors without manual work.

Multi-Channel Reinforcement

Direct mail reinforces your digital marketing strategy by creating an omnichannel customer experience .

Not Everyone Gets the Mailer Only the Right Prospects

Traditional direct mail can be expensive because it relies on broad mailing lists.

Programmatic Direct Mail changes that.

With PDM, you define the criteria for who receives a mail piece, such as:

Visitors within a specific geographic area
Prospects who viewed certain services or products
Visitors who spent a certain amount of time on your site
High-value demographic matches

This ensures your marketing budget only targets people most likely to convert.

Programmatic Direct Mail in 2026

As privacy changes reshape digital marketing, businesses are looking for first-party and privacy-compliant ways to reach prospects.

Programmatic Direct Mail has emerged as one of the most effective solutions because it:

Uses privacy-safe data matching
Reduces reliance on third-party cookies
Connects digital behavior with offline marketing
Provides measurable ROI

In a world where digital ads are increasingly restricted, mailboxes remain open.

Introducing SiteChaser from Early Express

Early Express has been a pioneer in Programmatic Direct Mail for years through our SiteChaser platform .

SiteChaser helps businesses:

Capture anonymous website visitors
Identify qualified prospects
Automatically send targeted direct mail
Turn lost traffic into real leads

From national brands to local service providers, SiteChaser enables companies to convert more website traffic into measurable sales opportunities.

Turn Website Traffic Into Real Leads

If your website gets traffic but not enough conversions, you’re not alone.

Programmatic Direct Mail helps you re-engage visitors who were already interested but didn’t take the next step.

Instead of losing those prospects forever, you can bring them back with a personalized message delivered straight to their mailbox.

Want to see how Programmatic Direct Mail can work for your business?

Learn more about SiteChaser from Early Express and start turning your website visitors into real leads.

How Many Impressions do Local Politicians Need to Win an Election?

coreyjswann@gmail.com (Corey Swann) — Fri, 03 Mar 2023 17:03:51 GMT

How Many Times Should Campaigns Reach Voters? Modern Political Advertising Strategies for 2026

Winning a local election isn’t just about having a strong message it’s about making sure voters hear that message enough times for it to stick . One of the most common questions political campaigns ask is:

“How many impressions does it take to influence a voter?”

The answer isn’t always exact, but decades of political campaign experience give us a clear guideline.

The Ideal Number of Voter Impressions

Most campaign strategists agree that voters typically need between 5 and 8 meaningful contacts with a candidate before they fully recognize the name and understand the message.

These impressions can come from multiple sources, including:

Direct mail pieces
Digital and social media ads
Streaming TV or OTT ads
Door-to-door canvassing
Local events or town halls
Yard signs and outdoor advertising
Text messages or email outreach

This concept is often referred to as “frequency” in political advertising the number of times a voter sees or hears your message.

In 2026, campaigns that combine multiple communication channels tend to perform far better than those relying on a single tactic.

Why Frequency Matters in Local Elections

Local elections often suffer from lower voter turnout , which means persuasion and turnout operations become even more critical.

Repeated impressions help campaigns:

Build name recognition
Establish credibility and trust
Reinforce the candidate’s key issues
Encourage voter turnout on Election Day

A voter who has seen your message multiple times is far more likely to remember you when they enter the voting booth.

The Modern Campaign Playbook (2026)

Today’s successful local campaigns rely on a mix of traditional outreach and modern data-driven advertising .

Effective campaign strategies now include:

Targeted Digital Advertising

Modern voter data allows campaigns to reach specific households and demographics through social media, streaming platforms, and mobile ads.

Direct Mail Campaigns

Direct mail remains one of the most trusted forms of political communication , especially with older voters and high-propensity voters.

Door-to-Door Canvassing

Face-to-face contact continues to be one of the most persuasive forms of voter engagement .

Community Engagement

Town halls, local events, and community meetings help candidates build real relationships with voters .

Streaming TV and Connected TV Ads

More voters now consume television through streaming services, making OTT and connected TV advertising a powerful campaign tool .

The Importance of Data-Driven Targeting

Campaigns in 2026 have access to incredibly detailed voter data, allowing them to:

Identify likely supporters
Persuade undecided voters
Remind supporters to vote
Allocate budgets more efficiently

Instead of broadcasting messages to everyone, campaigns can now deliver highly targeted messaging to the voters who matter most .

Winning Elections Requires the Right Strategy

While impressions and outreach frequency are important, they’re only part of the equation. Successful campaigns also need:

A clear and compelling message
Consistent branding and creative
Strategic timing throughout the election cycle
Strong turnout efforts leading up to Election Day

The campaigns that combine smart messaging with strategic voter outreach are the ones that consistently win.

Partner With Experts Who Understand Political Advertising

When it comes to targeting voters through direct mail, digital advertising, and strategic creative distribution, Early Express has helped campaigns reach the right voters at the right time.

Our team works with local candidates and organizations to build data-driven advertising campaigns designed to maximize voter impressions and turnout.

If you're planning a campaign and want to ensure your message reaches voters effectively, we’re here to help.

�� Contact Early Express today at 937-223-5801 to get started with your campaign outreach strategy.

What is Reverse Append IP Targeting?

Fri, 06 Jan 2023 17:06:07 GMT

Reverse Append Targeting: Turning Website Visitors Into Real Mail Opportunities (2026 Guide)

Marketing in 2026 is all about reaching customers across multiple channels. Businesses that combine digital and physical marketing consistently see higher engagement and stronger conversion rates. One of the most effective ways to do this is through Reverse Append Targeting.

Reverse append targeting allows businesses to match online activity with real-world mailing opportunities. Instead of relying on just one channel, companies can connect website visits and digital signals with physical mailing addresses and email contacts to create highly targeted marketing campaigns.

What is Reverse Append Targeting?

Reverse append targeting is a marketing process that connects physical mailing addresses with digital contact data, such as email addresses or online visitor information.

Businesses start with a list of physical addresses gathered through sources like:

Customer databases
Website activity data
Purchased marketing lists
CRM records
Event registrations or in-store transactions

A data partner (like Early Express) then uses advanced data matching systems to connect those addresses with verified digital contact information.

Once the data is appended, businesses can run coordinated multi-channel campaigns, such as:

Sending a postcard or promotional mailer
Following up with targeted email campaigns
Reinforcing the message through digital advertising

This strategy ensures your message reaches potential customers in multiple places, increasing the likelihood they take action.

Why Reverse Append Targeting Works

Today’s consumers are constantly switching between digital and physical environments. A coordinated marketing strategy keeps your brand visible across those touchpoints.

Key benefits include:

1. Multi-Channel Engagement

Consumers are more likely to respond when they see a brand message multiple times across different channels. Direct mail combined with digital outreach can dramatically increase visibility.

2. Higher Personalization

With appended data, businesses can personalize messaging with names, location-based offers, and tailored promotions. Personalized marketing consistently performs better than generic outreach.

3. Better Campaign Tracking

Modern campaigns allow marketers to track results across channels, measuring responses from both direct mail and digital marketing efforts.

4. Re-Engaging Website Visitors

Many website visitors leave without taking action. Reverse append targeting allows businesses to follow up with physical mail pieces, reminding potential customers about your services.

How Early Express Helps Businesses Grow

At Early Express, we help businesses bridge the gap between digital marketing and direct mail.

Our services include:

Reverse append data matching
Targeted mailing lists
Postcard and flyer printing
Direct mail campaign management
Fast delivery to households nationwide

We make it easy to launch integrated campaigns that reach customers where they are online and at home.

And unlike many marketing providers, we handle everything in one place data, printing, and mailing.

Speed Matters in Marketing

Timing is critical. With Early Express solutions, businesses can reach potential customers within days of their online engagement, keeping your brand fresh in their minds when they’re most likely to respond.

Let’s Get Your Marketing Moving

“If you build it, they will come” might have worked in the movies, but modern businesses need a proactive strategy to attract customers.

Whether you’re promoting a sale, announcing an event, or growing brand awareness, Early Express can help you reach the right audience quickly and effectively.

�� Call us today: 937-223-5801

�� Or contact us online to learn how direct mail and digital targeting can work together to grow your business.

How can you use direct mail for your nonprofit?

mark@earlyexpress.com (Mark Grant) — Tue, 15 Jun 2021 12:55:37 GMT

Direct Mail for Nonprofits in 2026: Strategies to Increase Donations and Engagement

Outreach and fundraising remain the lifeblood of nonprofit organizations. In 2026, nonprofits face a rapidly evolving landscape where donor expectations, technology, and communication channels continue to shift. While digital marketing plays a critical role, many organizations are rediscovering the power of direct mail to cut through digital noise and connect with supporters in a meaningful way.

Despite predictions of its decline, direct mail continues to outperform many marketing channels when it comes to engagement and trust. In fact, modern direct mail—powered by data, personalization, and digital integration—has become one of the most effective tools nonprofits can use to reach donors, inspire action, and build long-term relationships.

If your nonprofit is considering adding or expanding direct mail in your outreach strategy, here are four key tips to help you maximize results.

1. Define and Segment Your Audience

Successful direct mail campaigns begin with a clear understanding of your audience. Who are you trying to reach?

Common nonprofit segments include:

Current donors
Lapsed donors
Volunteers
Event attendees
Prospective supporters in your community

Each group has different motivations and interests, which means your messaging should be tailored accordingly.

Modern direct mail campaigns rely heavily on data segmentation. Using targeted mailing lists, nonprofits can segment audiences based on factors such as:

Geographic location
Donation history
Age or household demographics
Engagement with past campaigns

By sending the right message to the right audience, your organization can significantly improve response rates and donor engagement.

2. Tell a Story That Inspires Action

People don’t donate to organizations they donate to stories and impact.

Direct mail offers a powerful opportunity to tell compelling stories about the people and communities your nonprofit serves. Instead of focusing solely on statistics or operational details, highlight the real-life impact of your work.

Ask yourself:

Whose life changed because of your mission?
What problem is your organization solving?
How can the reader become part of that solution?

Use strong visuals, emotional storytelling, and clear messaging to draw readers in. A compelling headline, powerful imagery, and a clear call-to-action can make the difference between a piece of mail that gets discarded and one that inspires a donation.

3. Personalization Builds Stronger Donor Relationships

In today’s fundraising environment, personalization is no longer optional it’s expected.

Supporters want to feel recognized and valued. Direct mail allows nonprofits to create a more personal connection than many digital channels.

Consider incorporating:

The recipient’s name in the headline or greeting
A thank-you message referencing previous support
Suggested donation amounts based on past giving
Personalized stories relevant to the donor’s interests

Advanced data tools now allow nonprofits to personalize entire mail pieces, from images to messaging. These efforts show donors that their support matters and help strengthen long-term relationships.

4. Integrate Direct Mail with Digital Campaigns

The most successful nonprofit campaigns today combine direct mail with digital outreach.

Rather than treating them as separate strategies, use them together to reinforce your message and increase engagement.

For example, you might:

Include a QR code that leads directly to your donation page
Send a follow-up email referencing the mail piece
Retarget website visitors with social media ads
Use personalized URLs (PURLs) to track engagement

This integrated approach allows supporters to interact with your campaign in whichever way is most convenient for them whether that’s responding to a mail piece, donating online, or engaging through social media.

Why Direct Mail Still Works for Nonprofits

In an era where inboxes are crowded and online ads are easily ignored, direct mail offers something unique: a tangible, trusted connection.

For nonprofits, that connection can lead to:

Higher donor engagement
Stronger brand awareness
Increased fundraising results
Long-term donor loyalty

When combined with smart data strategies and digital marketing, direct mail becomes a powerful tool for reaching the right people with the right message at the right time.

How Early Express Supports Nonprofit Direct Mail Campaigns

Executing an effective direct mail campaign requires the right tools and expertise. Early Express provides nonprofits with a full range of direct mail solutions designed to simplify the process and maximize results.

Our services include:

Targeted mailing lists
Data processing and segmentation
Print and mail management
Daily mail handling solutions

With the right strategy and support, your nonprofit can build stronger connections with donors and expand your outreach.

Critical tactics for omni-channel marketing

mark@earlyexpress.com (Mark Grant) — Tue, 08 Jun 2021 15:45:07 GMT

3 critical tactics for omni-channel marketing in 2026

Businesses looking to expand their customer reach are increasingly turning to omni-channel marketing strategies. By combining multiple marketing channels into one cohesive experience, companies can engage customers more effectively, increase conversions, and improve long-term retention.

In fact, research consistently shows that businesses using omni-channel strategies retain customers significantly better than those relying on single-channel marketing alone.

Before deciding whether an omni-channel strategy is right for your business, it’s helpful to understand what omni-channel marketing means in today’s digital landscape.

What is Omni-Channel Marketing?

Omni-channel marketing is the practice of integrating digital and traditional marketing channels to deliver a consistent and personalized customer experience across every touchpoint.

Rather than relying on a single platform—such as email, social media, or direct mail—omni-channel marketing connects multiple channels so customers receive coordinated messaging no matter where they interact with your brand.

For example, a customer might:

See a social media ad
Visit your website
Receive a follow-up email or targeted digital ad
Later receive a personalized direct mail piece

Each interaction reinforces your brand and moves the customer closer to taking action.

While omni-channel marketing may sound straightforward, success depends on having a clear strategy. Trying to be everywhere at once without a plan can dilute your messaging and reduce effectiveness. The most successful strategies rely on data and intentional channel selection.

Here are three essential tactics to guide your omni-channel marketing strategy in 2026.

1. Know Your Audience Through Data

The foundation of any successful omni-channel campaign is understanding your audience.

Today’s marketing tools allow businesses to gather insights from multiple sources, including:

Website analytics
Customer purchase behavior
CRM and email data
Social media engagement
Geographic and demographic data

These insights help you determine:

Which platforms your customers use most
When they are most active
What content resonates with them
How they prefer to interact with brands

Understanding customer behavior is just as important as understanding demographics. Consider questions such as:

What problems are they trying to solve?
What motivates them to make a purchase?
How does your product or service fit into their daily life?

When you truly understand your audience, you can tailor both your messaging and your marketing channels to meet customers where they already are.

2. Make It Easy for Customers to Take Action

One of the biggest mistakes businesses make is creating unnecessary friction in the buying process.

When customers are interested in your product or service, they should be able to move from discovery to purchase as quickly as possible.

In 2026, this often means meeting customers directly on the platforms they already use. Examples include:

Social media shops that allow purchases directly inside platforms like Instagram or TikTok
QR codes that lead customers instantly to landing pages or promotions
One-click checkout options from digital ads or email campaigns
Mobile-optimized landing pages designed for fast conversions

The key is reducing the number of steps customers need to take.

The faster someone can move through your marketing funnel, the more likely they are to convert.

3. Combine Digital and Physical Marketing

While digital marketing continues to grow, physical marketing still plays a powerful role in building brand recognition and customer trust.

One of the biggest advantages of omni-channel marketing is the ability to combine online and offline strategies to reinforce your message.

For example:

Site Chaser targets people who visit your website and follows up with a personalized direct mail piece within days. This keeps your business top of mind and continues the conversation started online.

IP Targeting works in the opposite direction. Businesses can upload their direct mail mailing list and deliver targeted digital ads directly to those households online. This reinforces your message across multiple channels and increases the likelihood of engagement.

By connecting physical and digital marketing efforts, businesses can stay visible to potential customers at multiple points throughout their buying journey.

Bringing Your Omni-Channel Strategy Together

An effective omni-channel marketing strategy doesn’t require being everywhere at once. Instead, it focuses on using the right channels together to deliver a consistent message and seamless customer experience.

When done well, omni-channel marketing can:

Increase brand visibility
Improve customer engagement
Drive more qualified leads
Strengthen customer retention

If your business is looking to build a modern omni-channel marketing strategy, Early Express offers both offline and digital marketing solutions designed to help businesses reach customers wherever they are.

Contact Early Express today to learn how we can help you create a marketing strategy that works across every channel.

How to use snail mail to your advantage.

mark@earlyexpress.com (Mark Grant) — Tue, 08 Jun 2021 15:42:35 GMT

How to Use Snail Mail to Your Advantage in 2026

When it comes to marketing, many businesses immediately turn to digital channels. Email campaigns, social media, video content, and online ads are all powerful tools for reaching customers quickly and efficiently. However, as digital spaces become more crowded, many brands are rediscovering the value of something more traditional: physical mail.

Direct mail stands out in today’s digital-first world. A thoughtful piece of mail can cut through the noise, create a memorable experience, and build stronger relationships with your audience. If you’re looking for creative ways to reach customers and elevate your marketing strategy, here are several ways to use snail mail to your advantage in 2026.

1. Create Exclusive Experiences

Digital invitations and announcements are easy to send—but they’re also easy to ignore. Sending a physical invitation, announcement, or premium mail piece instantly makes the message feel more important.

Consider mailing exclusive invitations for events, product launches, or VIP promotions to key clients, investors, or prospects. A tangible piece in their mailbox signals that they’re part of something special.

Not only does this help your brand stand out, but it also builds stronger emotional connections with recipients.

2. Surprise and Delight Your Customers

One of the most powerful aspects of physical mail is the element of surprise. Most people expect digital communication from brands, but very few expect a thoughtful piece of mail.

Use social media insights or customer data to identify people who might benefit from your product or service. Sending an unexpected sample, handwritten card, or small gift can create a memorable moment.

When customers feel genuinely surprised and appreciated, they’re more likely to share the experience online—giving your brand additional organic exposure.

3. Add the Power of Handwritten Mail

In an age of automation, handwritten communication stands out more than ever. A handwritten thank-you note, holiday card, or welcome letter shows customers that your business values personal relationships.

Handwritten direct mail can help humanize your brand while making recipients feel recognized and appreciated.

If writing individual notes isn’t practical for your team, services like Early Express handwritten direct mail offer solutions such as authentic handwritten fonts or pen-to-paper fulfillment that replicate the personal touch at scale.

4. Combine Direct Mail with Digital Marketing

Direct mail is powerful on its own, but it becomes even more effective when integrated with digital strategies.

Modern direct mail campaigns often include tools like: Personalized URLs (PURLs)
QR codes
Custom landing pages
Digital retargeting campaigns

These tools allow recipients to seamlessly move from their mailbox to an online experience, giving businesses measurable data while providing customers with a personalized journey.

By combining physical and digital channels, companies can create a stronger omnichannel marketing strategy and significantly improve campaign performance.

5. Strengthen Customer Relationships with Gratitude

Sometimes the most powerful message a company can send is simply “thank you.”

A handwritten thank-you note shows genuine appreciation and helps build long-term relationships with customers. This is especially effective for small businesses, startups, and service-based companies looking to stand out through exceptional customer care.

Adding branded stationery, customized envelopes, or personalized messaging can reinforce your brand identity while leaving a lasting impression.

If your business needs professional stationery, Early Express offers a variety of options, including letterhead, envelopes, and custom print materials designed to elevate your brand.

Why Direct Mail Still Matters

While digital marketing continues to evolve, consumers are experiencing increasing digital fatigue. Direct mail offers a refreshing alternative—one that feels personal, tangible, and memorable.

By incorporating physical mail into your marketing strategy, your business can create deeper engagement and connect with customers in ways that digital communication alone often cannot.

For businesses looking to elevate their marketing strategy, Early Express offers comprehensive solutions , including:

Direct mail services
Handwritten mail campaigns
Print and design services
Omnichannel marketing strategies

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What role does personalization play in direct mail marketing?

mark@earlyexpress.com (Mark Grant) — Tue, 08 Jun 2021 15:38:24 GMT

Personalization in Direct Mail:

Why It Matters More Than Ever in 2026

Every successful business shares the same goal: connecting customers with products and services they truly want. But in today’s crowded marketing landscape, customers can quickly spot generic messaging. When marketing feels impersonal, it often gives the impression that companies are simply trying to sell to anyone who will listen. That’s where personalization makes a difference.

Personalized marketing helps businesses create meaningful connections with their audience. And when it comes to marketing channels, direct mail continues to deliver some of the highest response rates and ROI available. When you combine the power of direct mail with personalization, the results can be even more impactful.

In fact, studies consistently show that personalized direct mail can significantly increase engagement and response rates, helping businesses stand out in a mailbox that feels more personal than a crowded email inbox.

If you're planning a direct mail campaign, here are a few ways to make personalization work for you.

Speak Directly to Your Customers

One of the simplest and most effective ways to personalize direct mail is by using the recipient’s name. Whether it appears in the greeting, headline, or throughout the message, seeing their name immediately signals that the message is meant for them. But personalization goes beyond just inserting a name.

Write your direct mail as if you’re having a conversation with the reader. Use language that feels friendly, relevant, and approachable. When your messaging feels like it’s written for the customer instead of at them, it builds trust and increases the chances they’ll continue reading—and respond.

Use Imagery That Reflects Your Audience

Visuals play a powerful role in marketing, and they can also support personalization. While your imagery should reflect your brand, it should also represent the audience you're trying to reach. If your target audience includes specific age groups, lifestyles, or family dynamics, your imagery should reflect those characteristics.

People naturally connect with marketing that feels relatable. When recipients see visuals that mirror their own experiences or interests, they are far more likely to engage with your message.

Personalization Creates Relevance

The real value of personalization is relevance. With access to customer data and demographic insights, businesses can create messaging that speaks directly to the interests and needs of specific audiences. Instead of sending the same message to everyone, you can tailor your direct mail based on customer behavior, location, lifestyle, or previous purchases.

For example, a local dog grooming business might reference customers’ beloved pets or include messaging tailored specifically to pet owners. These small details make your marketing feel thoughtful and memorable, increasing the likelihood that recipients will pay attention.

Leverage Targeted Mailing Lists

A successful direct mail campaign starts with reaching the right audience.

Targeted mailing lists allow businesses to focus their marketing efforts on the people most likely to respond. By segmenting audiences based on demographics, location, household characteristics, or business type, you can ensure your message reaches the right prospects.

Common targeted mailing lists include:

B2B Business Lists
New Movers
Homeowners
Renters
Current Customers
Local Demographic Audiences

When your message reaches the right people and is personalized for them you dramatically improve the effectiveness of your campaign.

Personalization + Direct Mail = Stronger Results

In a digital world filled with ads, emails, and notifications, physical mail stands out . When that mail is personalized, relevant, and visually engaging, it becomes even more powerful.

Direct mail gives businesses a unique opportunity to create meaningful, one-to-one marketing experiences that build trust and drive results.

Ready to Launch Your Next Direct Mail Campaign?

If you're considering direct mail as part of your marketing strategy, Early Express can help you create a campaign that delivers results.

Our services include:Targeted mailing lists to reach the right prospects
Data processing to keep your customer data clean and accurate
Daily mail processing and fulfillment
EDDM (Every Door Direct Mail) campaigns for local outreach

With the right strategy and the right partner, your direct mail campaign can become one of the most effective tools in your marketing toolkit.

Contact Early Express today to start building your next personalized direct mail campaign.

How can you segment your mail list?

mark@earlyexpress.com (Mark Grant) — Tue, 08 Jun 2021 15:31:28 GMT

Mailing List Segmentation in 2026: How to Reach the Right Audience with Direct Mail

Despite the rise of digital marketing, direct mail remains one of the most effective and trusted marketing channels . In fact, as email inboxes and online ads become increasingly crowded, physical mailboxes are often less saturated giving brands a valuable opportunity to stand out.

But the real power of direct mail lies in targeting the right audience with the right message . By segmenting your mailing list and personalizing your campaigns, businesses can capture attention, increase response rates, and deliver marketing that feels relevant instead of random.

Successful direct mail campaigns start with one essential ingredient: a well-segmented mailing list .

What Is Audience Segmentation?

Audience segmentation is the process of dividing a large audience into smaller, more specific groups based on shared characteristics. Instead of sending the same message to everyone, segmentation allows you to tailor your marketing to what each group actually cares about.

Today’s consumers expect marketing to feel personal, relevant, and timely . When businesses understand who their audience is—what they need, where they live, and how they behave—they can create campaigns that truly connect.

Segmentation also helps avoid one of the biggest marketing mistakes: assuming one message will resonate with everyone . Different audiences have different priorities, expectations, and buying behaviors. By identifying these differences, businesses can design mail pieces and offers that speak directly to each group.

How Should You Segment Your Audience?

There’s no single way to segment a mailing list. The best approach depends on your business goals, industry, and customer base. However, several proven segmentation strategies continue to deliver strong results for direct mail campaigns.

Below are some of the most effective methods used by marketers today.

1. Geographic Segmentation

Geographic segmentation groups audiences based on where they live or work .

This method is one of the most common for direct mail campaigns, since mailing addresses naturally provide location data. Businesses can target customers by:

Country or region
State or city
ZIP code
Neighborhood or postal route

Location-based targeting allows businesses to promote locally relevant offers, services, and events . For example, a home services company may target homeowners in a specific neighborhood, while a retail brand may promote a store opening within a certain radius.

2. Demographic Segmentation

Demographic segmentation divides audiences using personal and household characteristics , such as:

Age
Gender
Household income
Family size
Education level
Homeownership status

This type of segmentation helps businesses craft messaging that fits the lifestyle and needs of specific groups . For example, a campaign targeting young professionals will likely look very different from one designed for retirees or families with children.

Demographic targeting allows marketers to create more personalized and relevant offers , which improves engagement and response rates.

3. Behavioral Segmentation

Behavioral segmentation focuses on how customers interact with your brand and what motivates their decisions .

This approach combines behavioral insights with demographic data to better understand customer interests and purchasing patterns. Marketers often segment audiences based on:

Past purchases
Product interests
Engagement with previous campaigns
Loyalty or brand affinity

With this data, businesses can deliver highly targeted messaging. For example, a customer who recently purchased a product may receive a complementary offer, while someone who showed interest but didn’t buy might receive a limited-time promotion.

4. Customer Journey Segmentation

Customer journey segmentation considers where a prospect or customer is in the buying process .

Different messages work best at different stages, including:

Awareness – introducing your brand or service
Consideration – helping prospects evaluate options
Purchase – encouraging them to take action
Retention – strengthening relationships with existing customers
Re-engagement – bringing back past customers

Direct mail can be especially effective at moving prospects from one stage to the next , whether that means encouraging a first purchase or reconnecting with customers who haven’t engaged recently.

5. Data-Driven & Lifestyle Segmentation

Modern marketing also incorporates lifestyle, interest, and data-driven segmentation . Using available consumer insights, businesses can identify audiences based on:

Interests and hobbies
Spending habits
Household characteristics
Professional industries

This deeper level of segmentation allows brands to create campaigns that feel highly relevant and personalized , which increases the likelihood that recipients will respond.

How Early Express Helps Businesses Target the Right Audience

Choosing the right segmentation strategy can feel overwhelming, especially when working with large mailing lists or multiple audiences. That’s where Early Express can help.

We help businesses build custom, targeted mailing lists designed to reach the audiences most likely to respond to their campaign.

In addition to targeted lists, our direct mail services include:

Saturation mailing lists for reaching audiences in specific cities, ZIP codes, or geographic areas
Every Door Direct Mail (EDDM) campaigns that target homes and businesses along specific postal routes
Daily mail processing and fulfillment services to streamline your campaigns

By combining data-driven targeting with reliable mailing services , Early Express helps businesses maximize the impact of their direct mail marketing.

Why is omni-channel marketing so important for retail businesses?

mark@earlyexpress.com (Mark Grant) — Thu, 27 May 2021 13:18:14 GMT

Omnichannel Marketing for Retail: Why It Matters in 2026

Retail has changed dramatically over the last decade. Not long ago, shopping meant visiting a physical store. Today, customers move seamlessly between websites, social media, mobile apps, and in-store experiences before making a purchase.

From checking prices on their phones while standing in a store aisle to watching product reviews on TikTok or browsing products through AI-powered recommendations, the shopping journey is more connected and more complex than ever.

Because of this shift, retailers must meet customers wherever they are. That’s where an effective omnichannel marketing strategy comes in. By connecting your marketing channels and touchpoints, you can create a consistent experience that guides customers from discovery to purchase no matter how they shop.

What Is an Omnichannel Retail Strategy?

An omnichannel retail strategy is an approach to sales and marketing that creates a seamless, integrated customer experience across all platforms and channels.

This includes everything from:

Brick-and-mortar stores
E-commerce websites
Mobile apps
Social media platforms
Email and SMS marketing
Online advertising
Direct mail campaigns

Instead of treating each channel separately, omnichannel marketing connects them all. The goal is to ensure customers can interact with your brand effortlessly—whether they start their journey online, in store, or somewhere in between.

For example, a customer might:

Discover a product through a social media ad
Read reviews on your website
Receive a targeted email promotion
Pick up the item in store

Each step is connected and consistent, creating a smoother and more personalized shopping experience.

Why Do You Need an Omnichannel Marketing Strategy?

Today’s consumers rarely rely on a single channel when shopping. Studies show that over 70% of shoppers interact with multiple channels before making a purchase .

Customers expect flexibility. They want to research online, compare options, check availability, and choose how and where they buy.

Businesses that provide a connected experience benefit from:

Higher engagement
Customers interact more often with brands that communicate across multiple channels.

More frequent purchases
Shoppers who use multiple channels typically spend more and buy more often.

Better customer experiences
A seamless transition between online and offline interactions builds trust and convenience.

Ultimately, omnichannel marketing creates a more complete and satisfying customer journey , which leads to stronger brand loyalty and increased revenue.

How to Create Your Own Omnichannel Strategy

If you're ready to build an omnichannel marketing strategy for your business, here are three key steps to get started.

1. Identify Where Your Customers Are

Before launching campaigns, you need to understand your audience.

Where do they spend their time?
Which platforms do they use most often?
How do they discover new products?

Data and analytics tools can help answer these questions. Platforms like Google Analytics, social media insights, CRM data, and customer surveys provide valuable information about:

Devices customers use
How they arrive at your website
Which platforms generate the most engagement
What motivates purchasing decisions

Using this data allows you to focus your marketing efforts where they will have the greatest impact.

2. Make Every Touchpoint Shoppable

Modern customers expect convenience. If they see something they want, they want the ability to purchase it immediately.

That’s why every marketing touchpoint should be optimized for shopping.

This can include:

Social commerce on platforms like Instagram, TikTok, and Facebook
Mobile-friendly online stores
Click-to-buy email promotions
SMS product links
In-app shopping experiences

When customers can move from discovery to purchase in just a few clicks, you remove friction and increase conversions.

3. Bridge the Gap Between Online and Offline

One of the most powerful aspects of omnichannel marketing is connecting digital and physical experiences.

Customers might interact with your brand online first, but that doesn’t mean the journey ends there.

For example, businesses can:

Target website visitors with personalized direct mail
Use customer mailing lists to deliver targeted digital ads
Promote in-store events through online campaigns
Offer buy-online-pickup-in-store (BOPIS) options

Solutions like SiteChaser and IP Targeting help businesses connect these channels. By combining online behavior with offline marketing efforts, you reinforce your message, increase brand visibility, and drive more traffic to both your website and physical locations.

Build a Marketing Strategy That Works

Whether your business needs an online, offline, or fully integrated omnichannel marketing strategy, Early Express offers marketing solutions designed to strengthen campaigns and deliver measurable results.

Our goal is simple: help your business grow.

By combining data-driven insights, targeted campaigns, and omnichannel strategies, we help retailers connect with customers at every stage of their buying journey.

If you're ready to create a marketing strategy that works across every channel, Early Express is here to help .

How can you make your marketing money go further?

mark@earlyexpress.com (Mark Grant) — Tue, 18 May 2021 14:27:51 GMT

How to Stretch Your Marketing Budget Without Losing Results

If you’re a small business owner, you know that a strong marketing strategy is essential for growth and profitability. At the same time, keeping costs under control is just as important especially in the early stages of running a business.

The good news is that effective marketing doesn’t always require a huge budget. With the right strategy and tools, you can reach more customers and generate strong results without overspending.

Here are five smart ways to get more value from your marketing budget in 2026.

1. Be Strategic With Social Media

Social media continues to be one of the most powerful and affordable marketing tools available. Most customers discover and interact with businesses through platforms like Facebook, Instagram, TikTok, LinkedIn, and YouTube .

The key in 2026 is not just being present but being consistent and engaging .

Share content that helps, entertains, or informs your audience. Examples include:

Product highlights and demonstrations
Behind-the-scenes content
Customer testimonials
Limited-time promotions
Short-form videos and reels

Short-form video content in particular has become one of the highest-performing types of social media marketing , and it costs very little to create.

2. Invest in a Modern, Mobile-Friendly Website

Your website is often the first impression customers have of your business. In 2026, customers expect websites to be fast, easy to navigate, and optimized for mobile devices.

A well-built website helps you:

Show up in Google search results
Build trust with potential customers
Provide information about your products and services
Capture leads through contact forms or online bookings

Don’t have a website yet? Early Express offers professional website design services and can help create a modern site that showcases your business, tells your story, and makes it easy for customers to connect with you.

Be sure your site includes:

Information about your business
Products or services offered
Customer reviews or testimonials
Contact information and location details

3. Use Local Marketing to Drive Foot Traffic

For businesses with a physical location, local visibility still matters . Simple tools like signage, window graphics, and sidewalk signs remain an affordable way to attract nearby customers.

A well-placed sign can:

Promote daily deals or specials
Announce sales or events
Encourage walk-in traffic

Because these materials can often be reused, they offer a low-cost marketing solution with long-term value .

4. Stay Connected With Your Existing Customers

Many businesses focus heavily on attracting new customers but forget that existing customers are one of their most valuable assets .

One of the most cost-effective ways to stay connected is through email marketing . Building an email list allows you to communicate directly with people who already know and trust your brand.

You can use email to share:

Promotions and discounts
New product announcements
Business updates
Seasonal offers

Another great strategy is creating a referral program , where existing customers receive incentives for recommending your business to friends and family.

5. Partner With Other Local Businesses

Running a small business doesn’t mean you have to do everything alone. Partnering with other local businesses can help both companies grow while sharing marketing costs.

Some ideas include:

Cross-promoting each other on social media
Sharing flyers or brochures in-store
Running joint promotions or giveaways
Collaborating on local events

The key is to partner with complementary businesses , not direct competitors. When done right, these partnerships can help both businesses reach new audiences without increasing marketing expenses.

Affordable Marketing Solutions That Deliver Results

With the right approach, you can create a marketing strategy that fits your budget while still delivering meaningful results. From social media and websites to signage and local partnerships, small businesses have more affordable marketing options than ever before.

If you’re looking for additional marketing support, Early Express offers a full range of online and offline marketing solutions designed to help businesses grow without overspending.

Whether you need website design, signage, print marketing, or digital marketing support , our team is here to help you reach more customers and make the most of your marketing budget.

Can you still fundraise during COVID?

mark@earlyexpress.com (Mark Grant) — Mon, 22 Feb 2021 15:34:40 GMT

Fundraising During COVID-19: What Still Works Today

Over this past year, many nonprofits have been forced to hit pause on their fundraising efforts for safety and economic reasons. If you’re a nonprofit, you know this better than anymore. With the pandemic still in full force, and nonprofits struggling now more than ever, it’s important to start thinking about fundraising again—and how to do it safely and effectively during this time.

By adjusting to the societal changes and making a few adjustments to your strategy, your nonprofit can continue fundraising and connecting with supporters during the pandemic. Here are 5 tips to help your nonprofit with fundraising efforts during this critical time.

1.Go virtual

While a lot of traditional fundraising methods, such as events and campaigns, aren’t able to happen right now, you can still host virtual events and encourage supporters to attend. For example, you could host a virtual gala instead of an in-person shindig. Encourage supporters to get dressed up at home, listen to a keynote speaker or watch a musical performance from their couch, and contribute to your nonprofit through an online auction. While this experience won’t be the same as an in-person gala, it’s still an opportunity for your supporters to band together and show their support.

When it comes to campaigns, consider moving your efforts to social media. Crowdsourcing campaigns thrive in digital environments. Just set up a profile on a crowdsourcing platform, customize the page with details about your nonprofit, and share the site out on your social media platforms. Any supporters that follow you can share it as well, which will only increase the number of people who see it and can contribute.

2. Take advantage of direct mail

Direct mail is one of the most successful marketing strategies available—even with all of the digital channels today. As a nonprofit, you can easily take advantage of direct mail for a fundraising letter campaign. Choose a postcard or letter design, grab your donor list, and start writing! Make sure your letters include the necessary components for a successful donation request: an emotional appeal, an explanation of how the donor can help, and instructions on how to contribute. Once you’re finished, mail out your letters and wait for the donations to come in. Not sure where to begin? Early Express can help you create a targeted mailing list to get the word out.

3. Keep conversations going

With everything going on, your instinct might be to avoid talking to donors and supporters. In reality, that’s the last thing you should do. This is the time to reach out, check in and ask for assistance. Make a list of your top donors and schedule virtual meetings with each of them. You can start off the conversation by asking how they are doing. Then, share how the pandemic has impacted your nonprofit and the clients you serve. Tell them exactly what you need to keep providing the services you were previously. Many donors will gladly rise to the occasion and help out if they can. You might be surprised.

4. Bring out the brochures

There’s a good chance you have some brochures advertising your nonprofit laying around. Now is a good time to bring those back out and put them to use. Drop off a few brochures (safely!) at local restaurants or shops that are still open in your community. You can also drop off brochures in mailboxes of neighborhoods with audiences that would respond well to your nonprofit’s services. Don’t have a brochure for your nonprofit? Early Express’s online print store can help you create a high-quality brochure and ship it to you fast. Make sure to include information on what services your nonprofit provides, how it benefits the community, and how supporters can contribute or donate to the cause.

5. Say thank you

Now more than ever, it’s important to spread your gratitude. Take the time to extend genuine and heartfelt thank you’s to supporters and donors who have stuck by your side. Pick up the phone to call them, write them handwritten notes or say thank you in person if you get the chance. This gesture will go far, especially during times like these when people are stressed and could use some joy and love.

Whatever you do during these unprecedented times, just remember to keep your head up, carry on and don’t stop trying. Your clients need you more than ever, and your donors and supporters need to know what they can do to help you provide your services. As a small business located in Dayton, OH, Early Express understands that these are difficult times. We are here to support you and your business in any way we can.

Industry specific uses for flyers

mark@earlyexpress.com (Mark Grant) — Mon, 07 Dec 2020 17:19:24 GMT

How Can You Use Flyers in Your Industry? (2026 Guide)

Even in today’s digital-first world, flyers remain one of the most effective and flexible marketing tools available. While online ads and social media campaigns get a lot of attention, printed materials still play a powerful role in grabbing attention in the real world. Flyers can act as mini billboards, quick guides, event invitations, menus, coupons, or even interactive QR gateways to your online content.

The key is knowing how to use flyers strategically within your specific industry. Here are a few modern ways businesses are using flyers in 2026.

If You’re in Real Estate…

Flyers are still a cornerstone of real estate marketing. One of the most common strategies is distributing neighborhood flyers that feature your photo, contact information, and recent listings or sales. This helps build recognition and keeps your name top-of-mind when homeowners are ready to sell.

Property-specific flyers are also essential. Many agents place them in yard sign boxes or display them during showings so potential buyers can easily take home the property details.

Open house promotion is another powerful use. Flyers can act as both invitations and information sheets for upcoming open houses. Be sure to include the property address, date and time of the event, key features of the home, and your contact information. Adding a QR code linking to a virtual tour or property listing page can also give buyers quick access to more information.

If You’re in Technology…

It may seem surprising, but flyers are becoming more useful in tech environments because everything else is digital. At conferences, trade shows, and tech events, a well-designed flyer can help your brand stand out.

Many companies now use flyers as quick-reference guides for attendees. For example, you could create a venue map with your booth highlighted so visitors can easily find you. This not only provides value to attendees but also increases booth traffic.

Inside the office, flyers can also serve practical purposes. Some companies use them to share onboarding information, WiFi access details, or internal resources for new employees. Including QR codes that link to onboarding portals, documentation, or apps makes these flyers both modern and interactive.

If You’re in Education…

Flyers remain a valuable communication tool for schools, colleges, and universities. During recruitment events, orientation days, or campus fairs, flyers can give prospective students a quick overview of academic programs and opportunities.

Another effective approach is highlighting campus life. A flyer listing student organizations, clubs, and campus events can help students get excited about the social side of attending your institution. Interactive checklists or QR codes that link to sign-up pages can help students explore activities that interest them most.

When showcasing your school’s success, consider using student stories instead of just statistics. Featuring real student testimonials with photos can create a more personal connection and help prospective students picture themselves on your campus.

Getting Started with Flyers

Designing a professional flyer doesn’t have to be complicated. With the right layout, strong visuals, and clear messaging, a single flyer can capture attention and deliver valuable information quickly.

Early Express offers a wide range of flyer templates to help businesses create polished, professional designs in minutes. You can upload your own images or work with our team to develop custom graphics. We also offer multiple paper stocks and finishes so your flyers look exactly the way you want.

Whether you’re promoting an event, highlighting a property, or sharing important information, flyers remain a simple and powerful way to connect with your audience in 2026.

Why you need a marketing plan

mark@earlyexpress.com (Mark Grant) — Mon, 07 Dec 2020 17:19:22 GMT

Marketing Plan Basics for Small Businesses in 2026

What is a marketing plan and why do you need one? As a small business owner, there’s a good chance you didn’t start your business because you love marketing. Most entrepreneurs start a business because they’re passionate about the product or service they offer. However, marketing is one of the most important parts of growing a successful business. Having a clear marketing plan helps you stay organized, focused, and ready to reach the right customers in today’s fast-moving digital world.

What is a marketing plan?

A marketing plan is a written strategy that outlines how you will attract customers and encourage them to buy your product or service. It helps guide your promotional efforts and ensures your marketing activities are working toward clear goals.

There are three key parts to a strong marketing plan.

First, define your target audience.

Who are your ideal customers? The more specific you are about their demographics, interests, location, and buying habits, the easier it will be to create marketing messages that resonate with them.

Second, research your competition.

Understanding your competitors helps you see how your business fits into the market. Look at what they do well, where they fall short, and how your business can stand out.

Finally, choose your marketing strategy.

Decide how you will promote your business. In 2026, this often includes a mix of digital and traditional channels such as social media, email marketing, search engines, direct mail, and local advertising. Your strategy should focus on delivering the right message to the right audience at the right time.

Why do you need a marketing plan?

A marketing plan is more than just a document — it’s the foundation for building awareness and growing your business. Here are a few reasons why it’s so valuable.

It helps you think strategically

Creating a marketing plan forces you to step back and think critically about your customers and your value. Who are you trying to reach? What problems does your product or service solve? Why should customers choose you over a competitor?

Answering these questions helps you better understand your audience and create messaging that truly connects with them.

It motivates your team

A good marketing plan includes measurable goals, such as increasing website traffic, generating leads, or reaching a sales target. These goals give you and your team something to work toward and track over time.

When people have clear goals, they tend to stay more focused and motivated. Seeing progress toward those goals can boost morale and improve overall performance.

It helps you spend your marketing budget wisely

Marketing is an investment, and without a plan it’s easy to waste money on channels that don’t produce results. A well-designed marketing plan acts as a roadmap that helps you decide when to invest and where your marketing dollars will make the biggest impact.

For example, you might increase your marketing efforts during peak shopping seasons or focus on the platforms where your audience spends the most time.

Once you have a marketing plan in place, it’s important to support it with the right marketing materials such as a professional website, branded print materials, and digital campaigns that keep your message consistent.

If you’re looking for help reaching your audience across multiple platforms, Early Express offers omni-channel marketing solutions designed to connect your business with customers wherever they are.

B2B marketing tips

mark@earlyexpress.com (Mark Grant) — Wed, 07 Oct 2020 20:04:36 GMT

5 Ways to Strengthen Your B2B Marketing Strategy in 2026

Creating an effective B2B marketing strategy has never been more challenging. Businesses must balance creativity, limited budgets, new technology, and an ever-growing number of marketing channels. At the same time, competition continues to increase across nearly every industry.

To stand out in today’s marketplace, companies must focus on what makes them different while using modern marketing tactics that connect with their audience. Below are five strategies to help your business build a stronger B2B marketing plan in 2026.

1. Define What Makes Your Business Different

Every successful marketing strategy begins with differentiation. Your company likely excels in areas where competitors fall short—whether it’s faster turnaround times, better customer service, flexible pricing, or specialized services.

Identify what truly sets your business apart and make that the core of your messaging. Instead of blending in with competitors, highlight your unique strengths. When prospects understand why your business is different and better suited to meet their needs, they are more likely to choose you.

2. Optimize Your Website for Today’s Buyers

Your website is often the first interaction potential clients have with your business. In 2026, buyers expect fast-loading, mobile-friendly websites that clearly communicate value.

Make sure your website immediately highlights your unique value proposition. Visitors should understand what you offer and why it matters within seconds of landing on your page.

In addition, strong SEO remains essential. Ensure your site is optimized for the keywords your customers are searching for, so your business appears near the top of search results. The easier it is for customers to find you online, the more opportunities you create.

3. Create Valuable, Search-Friendly Content

Content continues to be one of the most effective ways to attract new customers. Businesses and consumers alike turn to the internet to research solutions, compare options, and learn more about products and services.

Creating helpful content—such as blog posts, guides, FAQs, or industry insights—can position your company as a trusted resource. Focus on answering common questions your customers have and include relevant keywords to help improve search visibility.

Consistent, useful content not only drives website traffic but also builds credibility with your audience.

4. Personalize the Customer Experience

Personalization has evolved from a trend into an expectation. Today’s buyers want communications and recommendations that feel relevant to them.

Simple personalization tactics—like addressing clients by name in emails or tailoring offers based on past purchases—can make a big difference. Businesses can also personalize website experiences, recommend relevant products or services, and deliver targeted messaging based on customer behavior or location.

These efforts help build stronger relationships and increase long-term customer loyalty.

5. Stay Flexible and Open to Innovation

Marketing continues to evolve rapidly as new technologies and platforms emerge. Businesses that stay open to testing new ideas often discover opportunities their competitors miss.

Whether it’s exploring new digital tools, experimenting with video content, or testing different marketing channels, innovation helps keep your strategy fresh. When evaluating new marketing ideas, focus on one key question: Will this create more value for our customers?

If the answer is yes, it’s worth exploring.

A strong marketing strategy combines clear messaging, modern digital practices, and consistent engagement with your audience. If you're ready to refresh your marketing materials, Early Express offers professional printing services for a wide range of marketing essentials to help your business stand out and succeed.

Working from home essentials

mark@earlyexpress.com (Mark Grant) — Wed, 07 Oct 2020 20:04:33 GMT

How can you promote your brand when you’re working from home?

With COVID-19 still present in most of the country, several companies have made the decision to allow employees to work from home well into 2021. While this is welcome news to a lot of employees, some workers—like small business owners and freelancers—are wondering how to spread the word about their brand or available services without physically getting out into the world.

Early Express offers a ton of great marketing essentials to ensure your brand stays top of mind for customers, even while you’re stuck you’re at home.

Get the word out with branded business essentials

From business cards to postcards to stickers, printed marketing materials can help you continue to promote your brand or business without leaving your house.

If you don’t already have business cards , this is the perfect time to get started. Just remember to include all of your relevant business information, like name, address, and phone number, along with your logo so customers easily recognize you. The small and compact size of business cards makes them easy to drop off at open stores around your area or include in mailings or packaging.

Postcards are another smart option to have on hand. Since they have more space than a business card, you can include more information about your business along with a larger supporting graphic. Postcards can also be used for direct mailing services , as an easy way to target customers in a specific area.

Stickers are a fun, playful way to raise awareness of your brand. Use them to create memorable product packaging and labels for your business, or as an unexpected “thank you” gift for customers who purchase your product.

Show customers you care with cards and more

Just because you can’t leave, doesn’t mean you can’t express your thanks and gratitude to customers and clients. Take advantage of greeting cards and thank you cards to send personalized messages to those who have stuck by your side and continued to support you during this difficult time. You can even include one of those business cards with a discount code to make them smile even more.

Stock up on stationary for your home office

Now is as good a time as any to stock up on stationary to keep around your office. Grab a few branded notebooks that you can use for to-do lists at home now and to-do lists at the office in a few months. Letterhead might seem outdated and antiquated, but it’s still very useful to have around. Think about it—would you rather write a letter to a client on a piece of unbranded paper or something with your business name and logo at the top? There’s a good chance you’re sending more mail than usual, so order some envelopes to cap things off. Send your thank you cards in them or even a note with some details about your business. People appreciate receiving mail, especially now more than ever.

Early Express offers professional printing services for all of your marketing essentials to help your business get noticed—today and everyday.

Using signage during COVID

mark@earlyexpress.com (Mark Grant) — Tue, 08 Sep 2020 14:53:35 GMT

Why is signage so important right now?

As COVID-19 restrictions relax around the country, stores, schools, restaurants and other businesses are slowly beginning to reopen. While several traditional and digital advertising methods have taken a backseat, one has remained critical during this challenging time: signage. From indoor banners to window graphics to posters , business signage is making a huge comeback as a way to effectively and efficiently communicate procedures and information to customers.

If your business is starting to reopen and considering signage, here are some helpful tips to keep in mind for signage communication:

1. Communicate in a way that’s friendly

While off-the-shelf signage is convenient, it often includes messaging, color palettes and typography that don’t match your business’s style. Creating your own signs allow you to add whatever messaging you want in addition to choosing colors and typography that feel more welcoming. When developing messaging for your signage, make sure to use conversational, friendly language instead of alarming messaging that could scare customers and turn them away. Your business might be the first place a customer ventures during COVID-19, so it’s important to make them feel comfortable.

2. Reflect your brand in your signs

Another perk of creating your own signs is that you can choose the messaging, colors and typography to make sure it matches your current style and decor. You can design a sign that fits within your brand and communicates the necessary information. Add a visual or graphic to your sign to tell your message in a more playful way. The material and size of the sign can also have an impact, so choose it wisely. Maybe choose a large banner for your entrance to educate customers on the current COVID-19 procedures or use a sidewalk sign outside to tell customers that your store is open for business.

3. Use signage throughout the entire customer experience

Before selecting your signage, consider what is most important to customers entering your space for the first time in a while. What are they thinking and feeling? Think about the full customer experience and have signage along the way to help make them feel comfortable and safe in your business. Add a welcome sign at the entrance as a friendly way to welcome customers back in your store. Put signage in the bathrooms gently reminding customers to wash their hands. Place signs near elevators and in lobbies to remind customers about social distancing. Having touch points like this along the way will reassure customers that you are doing everything possible to keep them safe and healthy.

Early Express offers dozens of sign options and templates for your business to help you keep customers informed and make them feel welcome during this tough time. As a local business based in Dayton, Ohio, we understand the challenges small businesses are facing right now and send our love to all of you.

How to gain customers’ trust

mark@earlyexpress.com (Mark Grant) — Tue, 08 Sep 2020 14:53:34 GMT

Building Customer Trust in 2026: Proven Strategies for Long-Term Business Success

When it comes to business, trust is one of the most important factors to gaining new clients and retaining existing clients. Customers expect to trust the businesses they make purchases from. They need to trust that your messages are accurate, that what you’re selling matches up to what you say it is and that if anything goes wrong with the transaction, you’ll support them. This is especially true for small businesses.

However, trust isn’t something that can be built overnight. It takes more than a handful of advertisements to make customers trust you—especially if you’ve lost their trust before in the past. Instead, you have to earn customers’ trust. While this takes time, here are some of the ways you can build trust with your customers:

1. Make your customer service shine.

Trust matters the most when customers have an issue and need a resolution. If your customers experience a problem that is resolved quickly and efficiently, they’ll forever think of your brand as reliable. However, if you drop the ball, you’ll potentially lose that customer forever and risk damage to your reputation as well. Invest in your customer service team and make sure all of your interactions with customers are friendly, authentic and attentive.

2. Follow through with your promises.

Unfortunately, a lot of customers feel like they have been lied to by businesses before, which makes them hesitant to fully trust new businesses. One way to combat this is to under-promise and over-deliver when it comes to customer expectations. For example, if it takes a week to ship a product, tell your customers it will take two weeks, just to be safe. That way, they’ll be surprised when it shows up a little early. This also gives you a buffer in case something goes wrong and the shipping takes longer than expected. With this approach, you’ll never run the risk of breaking your promises.

3. Invest in a credible online presence.

Before choosing a business to spend money with, most customers will spend some time researching online. It’s important for your business to have a credible business website that emphasizes your reliability, quality of service and satisfaction guarantee. Make sure to include customer reviews and testimonials as well. These will have a significant impact on your brand perception to potential customers. If you aren’t sure how to create a website, don’t worry! Early Express can help you create a website that promotes your business and makes it easy to find your company online.

4. Make your brand more personal.

Take a more personal approach to marketing and advertising, and avoid spamming customers with random deals and specials. Instead, use targeted solutions, like IP targeting , to ensure customers already have an interest in your business and are open to hearing more. This same approach goes for your daily interactions. Avoid using scripts and pre-written responses and encourage employees to speak from the heart instead.

Regardless of what type of business you own, you can trust Early Express for reliable and efficient print services and omni-channel marketing solutions that will ensure better results.

How to use stickers to promote your business

mark@earlyexpress.com (Mark Grant) — Tue, 08 Sep 2020 14:53:32 GMT

Creative Ways to Use Stickers in Your Business (2026 Edition)

When you think about essential marketing materials, business cards, postcards, and signage probably come to mind first. While those tools are still important, there are plenty of other marketing materials that can be just as impactful—and often more memorable. One that businesses continue to rediscover is stickers.

Branded stickers are affordable, versatile, and fun, making them a great way to boost brand awareness and connect with customers. Whether you’re packaging products, hosting events, or promoting a sale, stickers can help your brand stand out in creative ways. Here are a few modern ways businesses are using stickers in 2026 to make an impression.

1. Custom Name Tags and Event Badges

If you’re hosting an event or attending a conference, name tags are a must for helping people connect. Instead of using generic, store-bought badges, custom stickers can create a more engaging and branded experience.

Design your own name tag stickers with your logo, brand colors, and even a fun conversation starter. For example, you might include a prompt like “Ask me about my favorite productivity tool” or “Coffee or tea?” to help break the ice.

Stickers also work great for conference badges when your team is representing your business. Adding your logo, tagline, and custom design helps your team stand out while reinforcing your brand with every interaction. With so many shapes and sizes available, it’s easy to create badges that feel unique and professional.

2. Packaging and Shipping

Stickers are one of the easiest ways to upgrade your packaging without adding much cost. A branded sticker can instantly turn a plain box, envelope, or bag into a polished and recognizable package.

Many businesses use stickers as custom return labels for shipping materials. Not only do they make your mail look more professional, but they also reinforce your brand before the package is even opened.

Stickers can also be used to seal tissue paper, decorate shopping bags, or add a “thank you” message inside a package. These small touches create a more memorable unboxing experience and encourage customers to remember—and even share—your brand.

3. Promotions and Limited-Time Offers

When you’re running a sale, launching a new product, or promoting a special offer, stickers can help grab attention quickly. Place promotional stickers on product packaging, retail displays, or storefront windows to highlight deals or new arrivals.

For outdoor promotions, durable bumper-style stickers are a great option. They’re designed to hold up against weather and sunlight, making them perfect for outdoor surfaces where visibility matters.

Promotional stickers can also double as giveaways. Customers love collecting and using fun stickers, which means your branding can travel far beyond your store or event.

Stickers may be small, but they can have a big impact on your marketing. From events to packaging to promotions, they offer an easy way to add personality and visibility to your brand.

If you’re ready to elevate your marketing materials, Early Express offers high-quality stickers in a wide variety of shapes and sizes. Our stickers feature slit backing for easy peeling and are designed to adhere smoothly to many flat surfaces. Plus, with our fast turnaround times, you can start using your new branded materials sooner than you think.

Sometimes the simplest marketing tools can make the biggest impression and stickers are a perfect example. ��✨

Things small businesses can learn from big brands

mark@earlyexpress.com (Mark Grant) — Tue, 08 Sep 2020 14:53:29 GMT

What can small businesses learn from large corporations?

When it comes to owning and running a small business, the right business skills are critical to being successful and dictating whether your business sinks or swims. Thankfully, you don’t have to be a mega corporation in order to have mega business skills. Big corporations have been running profitable businesses for years, and have gained a lot of knowledge and expertise during that time. Here are the key ingredients required to have a lucrative business, regardless of the size:

1.Focus on your relationships

While a lot of aspects about business today are automated, there’s one thing that only humans can bring to the table: trust. If your customers don’t trust your business, deals aren’t made, sales aren’t completed and a lot of things can go wrong. Big companies have learned that trust is a critical ingredient and have made it a point to build their brands around it. You can build trust within your business by making sure to foster connections with your staff and customers, always following through with what you’ve promised and investing in customer service to back up your business values.

2.Accept failure

A lot of companies within the technology industry live by the saying “Celebrate failure,” a motto that any small business can adapt and learn from as well. That’s because failure can often lead to learning and breakthroughs. Failing requires you to ask what went wrong, why it happened and how you can make it better in the future. All of these questions are important to helping solve existing problems and find positive solutions that work.

3.Coast off your momentum

Congrats, you have a booming business! That doesn’t mean it’s time to take your foot off the gas. In fact, it means the opposite—it’s time to put the pedal to the medal even harder. One thing big companies do when they’re successful is continue to use that energy to create more ideas and keep the momentum going. You never know, you just might create the next big thing and have no idea.

4.Make time for life

Running a small business can take up all of your time, making it difficult to find time for other things. But that doesn’t mean you shouldn’t try. Taking time for yourself—and making sure your employees do the same—will allow you to feel fresh and rested the next time you return to work. It may seem like your business is your entire life, but it doesn’t have to be.

Feeling proud of your business and ready to promote it? Tell the world about it with a sleek postcard or detailed flyer . You can also find other printed marketing materials , as well as omni-channel marketing solutions , at Early Express. Our doors and our online shop are open.

What marketing materials does your capital campaign need?

mark@earlyexpress.com (Mark Grant) — Wed, 12 Aug 2020 15:47:11 GMT

Non-Profit capital campaign tips and advice

For a lot of nonprofits, capital campaigns are a critical part of business. The funds raised from a capital campaign can be used towards interest on a loan or mortgage, or even used to provide an endowment fund for the next generation of constituents. Regardless of what your nonprofit does with the funds, capital campaigns can be daunting and overwhelming. They tend to disrupt the routine of the office and the entire organization may feel the strain of the extra effort required for a year, two years or more, depending on the size of the campaign.

However, capital campaigns have a lot of great benefits, which can offset the amount of work required. In addition to raising funds for an important organizational need, like a building, they can also strengthen the company’s infrastructure, obtain volunteers from the local community and increase public awareness.

What marketing materials do you need?

Marketing materials help spread the word about your capital campaign, so they play an important role. You want to choose materials that promote your fundraiser with the right information to give to donors. Here are three marketing materials we recommend for your capital campaign:

Pledge cards

A pledge card is a donation form that you can give to donors in-person or send via direct mail . You can use whatever size card you like, although we recommend postcards or letters with reply envelopes. They are big enough to house the information you need to include but small enough to easily pass out or fit neatly in someone’s mailbox.

When creating your pledge cards, make sure they match your capital campaign’s brand and have the slogan somewhere on the card. Since you’re using the card to collect donor’s information, you’ll need to include a place for their name, address, and payment information along with instructions on where or how they should return the card.

Digital IP Targeting follow up

With current technology advancements, non-profits are able to also serve IP advertising to potential donors that receive a direct mail piece. By using the direct mail piece for the personal touch and following up with the digital ads you are able to cover all avenues with the same messaging. This process gives the donor many different ways to support at their convenience.

Case for support

A case for support is another critical marketing piece containing details about your capital campaign and explaining how the funds will be used. You should include answers to the common questions donors will have about your project. When creating your case for support, choose a material that’s large enough to include all the important information. You can send your case for support out with your appeal letters or make it a resource donors can access on your website .

Brochures

Brochures are a great way to provide donors with bite-sized information on your capital campaign, including your donor giving levels, your incentives, and the different ways to give. Like your other marketing materials, your brochure should match your campaign’s brand so everything feels like one cohesive message.

Regardless of what marketing materials you choose for your capital campaign, make sure your messaging focuses on what your program accomplishes—on the kids you serve, the cancer patients you treat or the people whose rights you protect. This shows how your program is making a difference and the impact your work has, which is always more compelling. Early Express offers full-service marketing solutions to help you create an effective capital campaign that resonates with donors.

Do you know how Early Express got started?

mark@earlyexpress.com (Mark Grant) — Wed, 12 Aug 2020 15:47:09 GMT

Early Express Story

For more than 40 years, our goal at Early Express has been to help businesses like yours. Whether that’s filling more seats, retaining members, enrolling more students, selling houses or simply helping you generate more revenue. It’s rewarding to think that our projects enable your success. We are proud to be a local business, supporting the Dayton, Ohio community every day.

How did we get started?

While these days, we specialize in online and offline marketing solutions, that wasn’t always the case. Early Express was founded by Dayton resident Karen Sensel in 1977 as a mail delivery service. Karen would drive her ’76 Chevy Nova around, delivering mail to her neighbors. While her business garnered some interest from the locals, it wasn’t until the blizzard of ‘78 that her mail delivery business really took off. Fortunately for Karen, the snow caused a demand from local companies interested in having her deliver corporate mail from their Post Office Boxes.

From there, the success of Early Express continued to grow. Soon, labeling, sorting and data processing were added to the delivery services which made Early Express a reliable partner for many companies in need of improving efficiencies and reducing costs. As more and more customers partnered with Early Express, they urged the company to manage a bigger part of their direct mail printing, packaging and sorting needs. Eventually, this also led Early Express to expand their offerings to include multi-channel efforts such as IP Targeting.

Today, the company is run by Karen’s daughter, Cindy Woodward, and her family. Cindy has built up a team of talented employees, armed with the experience, equipment and passion to offer complete end-to-end direct marketing solutions.

What does Early Express offer?

While we still deliver mail in some capacity, we offer a variety of omni-channel marketing solutions and professional printing services to support a multitude of businesses. Our integrated marketing solutions combine online and offline marketing to compound campaign effectiveness and ensure results. Our direct mail services can be combined with IP advertising services, such as IP targeting and SiteChaser to create an effective and affordable marketing campaign. Our online print shop offers professional printing for marketing essentials, such as business cards, EDDM mailings and more.

After four decades of business, it’s still the customers, and the community that surrounds us, that inspires us to show up for work each and every day. For all of you who have stopped by the store to print flyers for a local event or used our IP targeting services to increase awareness of your new business, we thank you. You are the reason we are able to do what we do.

Key steps to help running a small business

mark@earlyexpress.com (Mark Grant) — Wed, 01 Jul 2020 13:56:04 GMT

Running a successful small business

Owning a small business is difficult enough. Add in a global pandemic that closes doors and discourages in-store shopping, it’s nearly impossible. As a local company, we understand the challenges that come with running a successful small business. We wanted to provide our fellow Dayton businesses—and all small businesses—with tips and advice on how to stay successful during this time.

1.Build a support network

Being a business owner can be isolating, especially during challenging times. Friends and family are great support systems, but they don’t always understand the ins and outs of running a business. That can make it difficult to explain issues and offload problems on them. One way to combat this isolation is to find connections in the larger business community. Both Facebook and LinkedIn are great places to find groups in your area full of small business owners with similar struggles and concerns.

If you would prefer one-on-one time, consider scheduling time with a personal business coach in your industry. He or she can hopefully help you find solutions to problems and work through tough decisions with you based on their experience. Either way, find a support system that you trust and don’t be afraid to lean on them.

2. Be flexible and adaptable

Sticking to what you know (and do best) is typically the best strategy for success. However, life doesn’t always go as planned, and if your business is opposed to change, it might be difficult to continue to see positive sales. For example, if you solely sell your products or services in-store, now might be the time to create an online presence. You can build a website to promote your business or use shoppable post functionality on social media. Being adaptable allows your business to continue to succeed, even in the face of adversity.

3. Set realistic goals

While it may be disappointing and disheartening, this is a good time to evaluate your goals and ensure they are reachable. The goals you had established at the beginning of the year might, unfortunately, be unrealistic now. First, give yourself a break and understand this has nothing to do with your skills or performance as a small business owner. Then, try setting a bunch of smaller, more achievable goals. For example, instead of having a specific revenue dollar amount in mind for the end of the year, break it up into smaller numbers, like monthly or even weekly revenue goals. This will allow you to continue to reevaluate your goals in real time as the current situation changes and evolves.

4. Take advantage of local resources

Thankfully, there are dozens of national and local resources for small businesses. SCORE offers free mentorship for entrepreneurs and online resources to help your business survive. America’s Small Business Develop Centers have webinars, downloadable materials and more to keep small businesses on their feet. You can access their resources online or find an SBDC representative in your area. If you’re a local business in Dayton, Ohio (like us!), the Dayton Chamber of Commerce offers answers to frequently asked questions along with a downloadable resource guide.

No matter what product or service your business sells, remember that we’re all in this together. We have never been more proud to be a small business and hope you feel the same way, too.

Top online marketing trends for 2026

mark@earlyexpress.com (Mark Grant) — Wed, 01 Jul 2020 13:56:03 GMT

What's new with digital marketing?

The digital marketing landscape is constantly evolving. What was successful a few years might be outdated now, while trendy new platforms are proving themselves to be more and more effective. That’s why it’s important to stay on top of the trends to make sure your brand is keeping up with the competition and reaching as many customers as possible.

There are a few trends from the past that are here to stay, such as chatbots, voice searches and video marketing. These platforms are seeing more use and interactivity from customers along with improved technology to make them even easier to execute.

What’s new for digital marketing? Social commerce, like shoppable Instagram posts, direct messaging for customer service and influencers are some of the trends that are getting traction. However, there are a few emerging trends that are especially important for small businesses.

Interactive emails

Email marketing is still as effective as ever. In order to make this channel even more fruitful, brands are giving their emails a facelift. Instead of sending the usual plain-text emails, businesses are investing more time into creating and sending highly polished, well-designed emails. These emails look and function like web pages, and include clickable buttons to make them interactive.

Programmatic advertising

Programmatic advertising is the automated buying and selling of online advertising. Instead of manually choosing Ad placements, tracking performance and deciding which customers to target, software (and robots) do it for you. This allows you, as the expert on your business, to tackle more pressing issues. Automated systems take care of finding the right avenues of digital advertising and bidding on these avenues in real time.

You can take programmatic advertising one step further with direct mail retargeting software, like SiteChaser . SiteChaser captures the IP addresses of your visitors, matches the IP to their home address and sends them a direct mail piece that aligns with your online advertising campaign. Utilizing programmatic advertising with a direct mail platform allows you to look at the specific pages of the customer’s online buying journey and send an automated personalized direct mail piece with the exact type of products that were viewed. It is a highly optimized and efficient option to increase conversion rates based real-time online data.

SEO optimization

One of the reasons digital marketing trends change so rapidly is because the platforms they depend on change rapidly. For example, Google updates its search algorithm thousands of times a year, which means marketers are forced to create digital content that’s optimized for the web.

In order to get ahead of Google’s algorithm updates, we recommend creating your company’s Google My Business page. Google My Business allows you to set up a free Business Profile to easily connect with customers across Google Search and Maps. We can help you optimize your Google My Business page with the best keywords, categories, attributes and more, along with scheduling blog posts and managing your reviews.

Want to make sure your business is taking advantage of the latest digital marketing trends? Early Express is here to help with innovative marketing solutions that ensure results.

How can you connect with customers to build meaningful relationships?

mark@earlyexpress.com (Mark Grant) — Wed, 01 Jul 2020 13:56:00 GMT

Tips for connecting with customers

Your customers are the core of your business. They are the reason you offer the products or services you do. They are the ones who show up and make purchases to support you. Running a successful business means understanding your customers, including their needs and what makes them happy. That’s why networking, both offline and online, is so important. Here are a few tips to help you build strong relationships with your customers.

1.Set up your social media

If you’ve been waiting to establish your social media accounts, now is the time. Having a strong internet presence is critical to small businesses. For one, it’s an easy and affordable way to spread the word and get your name out. It’s also expected—customers turn to the internet in order to make sure a brand is legitimate and credible.

While social networks are always fluctuating in popularity, your business should at least have a presence on Facebook and Twitter to provide contact information and details. Other channels, like Instagram and Pinterest, are great if you’re selling a beautiful product, like jewelry. If your target audience is in the millennial age range, it might also be worth it to set up a Snapchat account, too.

Don’t forget that in addition to a social media strategy, you’ll also need a business website where you can direct customers for more information. If creating a website sounds intimidating, we offer website design services to help you build a website to promote your business.

2.Perfect your elevator pitch

As a small business owner just starting out, it’s important to increase awareness of your brand however possible. Sometimes that means telling a stranger about your business in just a few minutes. That’s why an elevator pitch, a 30 to 60-second explanation of who you are and what you offer is necessary.

When creating your elevator pitch, think about what makes your business unique and why someone should choose you over your competitors. This is what makes an effective elevator pitch that’s guaranteed to grab the attention of potential customers.

3.Stock up on the right materials

While an elevator pitch is a great tool for explaining your business fast, it might not have the lasting effects of other marketing tools, like a business card. Business cards are essential for all businesses. Their small size makes them easy to carry around and hand out at a moment’s notice. When creating your business cards, make sure to include your business’s contact information, like website URL, business address and phone number, along with your logo and tagline.

4.Continue the conversation

If you employ all of the above tips, there’s a good chance your business will start attracting interested customers and even sales. However, your connection shouldn’t end there. Make sure to follow up with a call or email to thank potential customers for their time and remind them of the benefits of your business. If you have their address, you can also send them a postcard for a more personal touch.

While networking can be intimidating, it’s an essential activity for every small business. At Early Express, we offer professional printing services to make sure your business has the best marketing essentials at the best price.

What is an omni-channel marketing strategy and why do you need one?

mark@earlyexpress.com (Mark Grant) — Wed, 01 Jul 2020 13:46:41 GMT

Why omni-channel marketing is more important now than ever.

Now more than ever, it’s important to be as efficient as possible with your marketing campaign. That means reaching the most potential customers for the least amount of money. One way to get the most bang for your buck is by employing an omni-channel marketing strategy.

What is omni-channel marketing?

Omni-channel marketing uses digital and traditional marketing channels to create a seamless message that adjusts to your customer based on their behavior, providing the ultimate personalized customer experience. Instead of focusing your marketing efforts on a single channel, omni-channel marketing takes advantage of multiple channels to ensure your message is seen and reinforced by potential customers, wherever they are.

What are the benefits of omni-channel marketing?

Next to gaining new customers, retaining existing customers is one of the most difficult tasks for any business. With omni-channel marketing, you can manage customer relationships across all channels and influence their loyalty to your brand. Employing a seamless experience empowers customers to interact with the company in a natural way that makes them want to continue buying from your brand.

Another benefit of omni-channel marketing is integrated analytics. Typically, data from each channel is stored by itself, separate from other channels. With omni-channel marketing, data streams from all sales channels are combined so you can easily get a strategic view of your marketing efforts and track all customer behavior.

Personalization is another benefit of omni-channel marketing. Customers are becoming more willing to share their personal data. This gives you the opportunity to personalize the experience on every channel, whether you’re offering a discount or greeting an existing customer. Ultimately, this hyper-personalized experience is what keeps customers coming back again and again.

How can you use omni-channel marketing?

There are a few ways to employ omni-channel marketing to get the most for your money. In addition to physical marketing channels, like direct mail , take advantage of IP advertising services to target people in your customer base or subscription list that receive physical mail from your business. Combining physical marketing channels with digital channels creates a holistic experience for customers.

At Early Express, we offer many innovative IP advertising services to enhance our digital capabilities and not waste marketing spend on false traffic and bots. Try IP targeting , which is used to post digital display ads in banner or video format on only the IP devices that match those in a direct mailing, targeted list, or a specific radius. If you offer a product or service that could be beneficial to new residents, our New Movers program capitalizes on our IP targeting advertising technology and puts your company in front of the prospects as soon as they have listed their home, are in escrow, or move in.

If you’re looking for an omni-channel marketing plan, contact Early Express for offline and online solutions for your business.

How to market your business without a budget

mark@earlyexpress.com (Mark Grant) — Wed, 01 Jul 2020 13:46:37 GMT

How to market your small business

As a small business owner, brand awareness is extremely important. You want your brand to be seen and heard by your target audience. However, it can be tricky to get your name out there—especially on a small business marketing budget. Luckily, there are dozens of marketing tools and strategies available that won’t break the bank.

Take advantage of word of mouth

Word-of-mouth is one of the most powerful and effective marketing tools. According to Nielsen’s Global Trust in Advertising report, 92 percent of consumers say they trust recommendations from friends and family above all other forms of advertising. That’s because consumers love personal testimonials—they enjoy hearing first-hand accounts of how a product or service positively affected the life of someone they know. The best part? Personal referrals don’t cost anything.

Choose printed products with the most value

When it comes to printed marketing materials, not all collateral should be treated equally. There are some tools that are more effective than others. For instance, business cards are extremely successful. If used in the traditional sense, they contain all of your business’s primary information, such as your name, address, logo and website. Not only are they inexpensive to print in bulk, but they are small and easy to hand out. Business cards can also be used in more non-traditional ways, such as loyalty cards, appointment cards or coupons.

Another valuable printed product: Postcards. Like business cards, postcards are inexpensive to print and easy to pass out or leave at local shops. Additionally, postcards can be used for direct mail marketing , which still has one of the best response rates out of the current marketing channels available today and is extremely cost effective.

Mix digital and physical marketing

One of the best ways to ensure you get the most for your budget is to combine digital and physical marketing tools to create an omni-channel marketing strategy. When it comes to brand awareness, social networking sites are incredibly valuable. They are free to use, easy to track and have a huge amount of users daily. Regardless of what physical marketing material you create, make sure your brand has a strong social media presence on the same channels are your competitors.

If your business is using direct mail marketing, you should also take advantage of IP targeting . This allows you to serve dynamic display or video banner ads to IP addresses based on your customer databases or subscription lists. When using this in conjunction with direct mail marketing, your customers will be exposed to the same brand message across multiple channels—strengthening your overall marketing plan.

Want more marketing tools for small businesses? Early Express offers online and offline marketing solutions to compound campaign effectiveness and ensure better results for your business.

How can you stay productive when working from home?

mark@earlyexpress.com (Mark Grant) — Wed, 01 Jul 2020 13:46:35 GMT

Ways to improve productivity when working from home

During the challenging times of COVID-19, a lot of the day-to-day routine has changed. Most businesses are closed. Grocery stores are seeing more delivery and pick up traffic than in-store traffic. Events are being canceled. However, one of the biggest changes is the shift to remote working for non-essential employees.

While working from home has its perks (like the lack of a morning and evening commute), it also has its challenges. It can be difficult to be productive with all the distractions a home office can bring. Here are a few productivity tips so you can work remotely more effectively.

Get into the work mindset

It can be tempting to go straight from waking up to working in order to get started early, but that has its downfalls. Sometimes your brain needs a while to adjust to working mode. Instead of jumping straight out of bed and straight onto the computer, take a few minutes for yourself. Make a pot of coffee and enjoy breakfast before powering on for the day. You can also use this time to get ready—take a shower and put on an outfit that makes you feel ready for the day. While pajamas or sweatpants may seem like a good idea, getting dressed can give you confidence and energy to get through the day.

Separate your work time from your personal time

With most people working remotely these days, any room can become an office. If you have the space, try to keep your office separate from places where you relax, like the couch or living room. Choose an area—even if it’s just a specific chair or table—as your designated work space. If you can, try to work only at your designated space. This will keep you in the work mindset and make it easier to transition out of work mode at the end of each day.

Give yourself a break

It’s proven that people tend to work longer hours while working remotely. Without the usual office distractions, like chats with coworkers or a designated lunch break, it’s easy to forget to take time for yourself and get away from your computer. Whether you spend a few minutes sipping your coffee in peace or taking a quick walk around the block, this time allows you to reset, refocus and remain productive for the rest of the day.

Keep lines of communication open

One of the main disadvantages of remote work is the lack of communication and collaboration. Combat miscommunication by embracing online collaboration tools to share your ideas and work together with other coworkers. You can video chat for important meetings or screenshare during brainstorming sessions.

It’s harder to tell when people are available or present without seeing their faces in the office. Be open and communicative with your coworkers so they know when you’re “on” (or “off” hours) are. Block your calendar during times when you know you won’t be available or send an email to notify your coworkers ahead of time so they can plan accordingly. This type of open communication makes it easier for everyone to be efficient and successful.

Set your business up for success for our range of print products, including stationary , design services and more. At Early Express, we offer professional printing services for all your marketing needs to keep your business in business.

How retail companies can benefit from retargeting solutions

mark@earlyexpress.com (Mark Grant) — Wed, 01 Jul 2020 13:46:33 GMT

Online Shopping is at an all time high. How to capitalize on visitors and cart abandonment

Consumers are spending increasingly more time online, especially during the past few months. E-commerce sites are seeing a boom in visits as consumers shop at online stores instead of brick-and-mortar locations. This rise in internet traffic makes digital marketing a powerful tool for retail companies. With more visitors coming to your site, it’s important to be able to market to customers who don’t initially make a purchase. That’s where retargeting solutions, like SiteChaser, can make a difference.

What is SiteChaser?

SiteChaser, an exclusive technology we offer at Early Express, is a retargeting approach which compiles IP addresses from your anonymous website visitors. Using the IP addresses, we identify the physical address of the customer and quickly send incentives and great offers using the power of direct mail. Since the visitors have already been to your website, there’s a good chance they are interested in your product and services.

How does SiteChaser work?

SiteChaser takes what we know about a browsing customer and uses it to decide the mail piece most likely to result in a sale. With website retargeting, your online shopping visitors, whether they actually follow through with a purchase or abandon items in a cart, will see banner ads featuring these items in future web searches. The same information can be used to create direct mail with a higher response rate than banner ads. Direct mail marketing will offer items like announced sales and frequent purchase programs to people who have already visited your store.

Targeting the right audience

We know not every visitor to your site is a good target for direct mail. That’s why we put you in control - because you know your potential customers best. We can help you define which online triggers are set up on the page(s) you want. For example, abandoning a shopping cart may identify a great potential customer who will act with the added incentive from a mail piece to purchase. We also make sure to remove your current customers, subscribers, or employees so you know only new customers are receiving your promotion.

Benefits of SiteChaser

The primary benefit of SiteChaser is the ability to target real people. Almost half of all internet traffic is fake. Since we’re using IP addresses, we can trace them back to the home addresses of real people to verify they are not robots. Another benefit is that SiteChaser uses tracking pixels instead of cookies, so there’s less of a chance that the tracking will be blocked.

If you think your retail website could benefit from retargeting with SiteChaser, reach out and we can send you a free test pixel to install and try out. You can also check out our case studies to see how other companies have benefits from this unique technology.

Creating a marketing starter kit for your small business

mark@earlyexpress.com (Mark Grant) — Wed, 01 Jul 2020 13:46:27 GMT

4 key components for a marketing starting kit

The first thing you should do after starting a small business? Pat yourself on the back. Starting a small business can be a lot of things—exciting and adventurous, but also overwhelming and intimidating. It takes time and dedication to build an idea from nothing and make it work. Once you’ve given yourself the proper acknowledgment, it’s time to get down to business. We’re talking about making sure you have the correct marketing materials to grow your new business.

What marketing materials do you need?

There are hundreds of marketing tools available for small businesses. But these 4 are the most important and the most cost-effective for your business.

1.Branding

Before you create any other marketing materials, you need to make sure your business has a strong identity. This includes a business name, logo and tagline. If you don’t have the resources to create your own logo, you can find an affordable custom design service to make one for you. A logo is worth the upfront investment because if it’s done well and professionally, you can use it for years to come. Plus, a logo goes on every promotional item and digital component of your business, so it’s a necessity.

2.Website

Once you’ve got your brand established, it’s time to build a website. A website provides a level of professionalism and credibility to your company. More and more, people are searching online in order to verify a business as trustworthy before they even step foot in a store. Your website should provide everything a potential client needs to validate your business, including your business name, an “About us” section, contact information, hours of operation and product offerings. If building a website intimates you, Early Express offers website design services to help you design a unique website that promotes your products and makes it easy for customers to find you online.

3. Business cards

Now that you have a logo and website, you’ve got the right information to put on a business card. Along with being useful, relevant and budget friendly, business cards offer the perfect place to feature your logo and begin crafting a whole offering of cohesive branded materials. Business cards also offer different marketing opportunities. You can leave a stack at local stores or a vendor. You can use them to promote a first-time deal or special. They can even double as a loyalty card, if your business offers a relevant product. Early Express offers a variety of unique business cards to help you get started along with fast shipping to make sure you don’t miss a customer.

4. Postcards and flyers

How many postcards or flyers do you typically see throughout the day? Probably a lot and for good reason—postcards and flyers are cost effective marketing tools that can be repurposed in a variety of ways. They are easy to leave behind at events, tack up on community boards or mail out to prospective clients. Plus, their unique size and quality makes them stand out from regular mail and display additional promotional or product information. Order postcards or flyers from Early Express for great quality at a great price.

If you’re a small business that’s just getting started, Early Express offers professional printing for all of your marketing essentials. We also offer digital marketing services to make your campaign work even harder.

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How should you adapt your marketing strategies during a pandemic?

mark@earlyexpress.com (Mark Grant) — Mon, 22 Jun 2020 17:59:25 GMT

5 Tips for marketing strategy adjustments 2020

It's been a challenging few weeks with COVID-19's impact on the entire world, with ramifications for both individuals and businesses. Instead of individuals preparing for summer trips and outings, people are stuck inside, worrying about their families, their jobs and their health. Businesses are also struggling, some being forced to close completely while others try to provide some sense of normalcy for customers. Now, more than ever, brands need to tend to the needs of their customers to keep their businesses afloat and alive. Adapting your marketing strategies to empathize with customers is critical to making it successfully through this unprecedented situation.

How can you adapt your marketing strategy?

There are a few ways you should adapt your marketing strategy during this time to help keep your business running and, more importantly, growing.

Update your brand messaging and voice

Before you do anything else, take a look at your brand messaging. Make sure it’s genuine and fits with what your audience is going through. Avoid making false promises, especially if you're a retail brand, along with messaging that’s too promotional or self-serving. Instead, be authentic and approach customers with sensitivity.

Use your website for good

If you have a website, address the COVID-19 situation on your homepage with an empathetic tone. If you’re a retail brand, use your homepage as an opportunity to be transparent about product availability and shipping delays. Before you consider running a promotion or sale, make sure it isn’t capitalistic and actually provides value to your customers. Don’t have a website? Now is a great time to create one. At Early Express, we can help you design and optimize a website for your business.

Listen to customers

It’s more important than ever to know what your customers think, feel and do right now. Use social listening to monitor customer discussions around health concerns or needs relevant to your brand. Monitor customer care emails, phone calls and chats for any changes in sentiment about your brand or the current situation. This will help you create more authentic and personal marketing messages that resonate with your customers.

It’s time to go digital

With most brick-and-mortar stores closed and the threat of public safety rising, e-commerce is thriving. Customers are not just shopping online for retail, they are also ordering necessities, like groceries, pet food and medical supplies, and even taking classes online. It’s likely that behavior won’t stop soon and customers will find themselves continuing to spend more time online after this is over.

That means customers are more likely to see and interact with digital advertising. If your business doesn’t have a digital marketing strategy, now is the time to invest in one. Omni-channel marketing gives you the ability to pair online and offline channels for the whole customer experience. Solutions like IP targeting, New Movers and SiteChaser can expand your digital footprint and make you more accessible than ever.

Optimize your marketing budget

Evaluate your current marketing plan and look for opportunities to drive efficiency. Take advantage of marketing solutions that give you the most bang for buck, like direct mail. Direct mail has one of the best response rates and is one of the most cost effective solutions available today. For the best ROI, pair direct mail with digital advertising to reinforce your message and create a personalized campaign.

If you’re interested in an omni-channel marketing strategy, we’re here to help. Early Express is a family-owned business based in Dayton, OH. We know the struggles of being a small business during this challenging time and take pride in supporting other local businesses. We offer online and offline marketing solutions to compound campaign effectiveness and drive results, and are happy to help you.

Are your postcards as effective as they could be?

mark@earlyexpress.com (Mark Grant) — Mon, 15 Jun 2020 15:54:33 GMT

Getting the most out of postcard advertising

When deciding where to focus your advertising energy and investments, direct mail marketing is an easy choice. It has impressive targeting capabilities, it’s extremely cost effective and it works even harder when paired with digital marketing. If direct mail marketin g sounds right for your business, the next step is to choose your marketing collateral. While there are several physical marketing tools to choose from, including brochures & flyers and catalogs , it’s proven that postcards are the most successful when it comes to direct mail marketing.

How do you make your postcards stand out?

Since direct marketing is seeing a resurgence, there’s a good chance your postcard might not be the only one in customers’ mailboxes. In order to make your postcard stand out, take advantage of these tips for ensuring your postcard grabs the attention of your intended audience.

Make sure your headline and imagery are clear

The headline on your postcard is one of the first things a potential customer will see. That’s why it’s important to use a headline that’s clear, straightforward and actionable. This is not the time to employ a vague headline or get too creative. The same strategy goes for your imagery. The image you choose should support your headline and clearly communicate the product or service you’re offering. Additionally, your imagery should be crisp and clear, ideally with colors that will stand out to the customer.

Use a call-to-action that converts

You should never send a direct mail piece without including an “ask” from the audience. What action do you want people to take after reading your card? Do you want them to call you or visit your store? Whatever action you decide, make sure it’s included multiple times on the card so it’s obvious to your audience.

Personalize where possible

People love seeing their name—especially in big, bold letters on a postcard. They are more likely to pay attention since it feels special and more personal. If you are able to personalize your postcard, it’s a great way to guarantee attention and increase the effectiveness of your campaign.

Simplify your message

While postcards are able to hold a decent amount of information, this isn’t the time to list out all of your products or include every benefit your service offers. Instead, focus on one key idea and drive your audience to take one key action. Providing too much information will overwhelm the customer and make them less likely to take action.

Don’t forget your contact information

Since the goal of your postcard is to drive customers to your business or incite action, it’s critical to include your contact information (phone number, address, etc) and company logo. While this advice might seem obvious, it’s a tip that many businesses tend to forget. What’s the point of mailing out a postcard if the customer doesn’t know which business sent it?

Take advantage of targeted lists

If your business is targeting a specific audience, using a targeted list for your direct mail campaign will make it even more effective. At Early Express , we can help you customize a targeted list to reach specific addresses in areas that meet your needs. Additionally, we can help you manage your mailing list and ensure your data is clean and up-to-date. If you don’t have a mailing list or don’t want to create one, you can also reach customers with Every Door Direct Mail marketing. EDDM is a USPS program that allows companies to send marketing materials to every residence and business on a given carrier route.

If you think direct mail marketing is right for your business, reach out to Early Express and we can work together to create a successful marketing plan just for you. We also offer professional printing services for all marketing essentials—including postcards.

What else can you do with business cards?

mark@earlyexpress.com (Mark Grant) — Wed, 10 Jun 2020 14:21:42 GMT

Business Cards can be used for many different purposes

The primary goal of business cards is to network with potential customers and make connections. Business cards typically include information about the business, such as the business name, physical address or website, and other pertinent contact details. However, business cards can contain any type of information. They can be designed and printed in any font, you can use whatever colors you would like, and there are two sides of the card, giving you more space to include messaging.

That being said, there are other uses for this small card that can benefit your business and add value. Here are a few ideas for alternative business cards that can still help you build business connections.

Loyalty cards

If you check your purse or wallet, there’s a good chance you’ve got at least one loyalty card from a local business. People love to collect stamps or punches to earn something for free. Loyalty cards are a great way to encourage commitment and reward repeat customers. To create a loyalty card, just use one side of a business card for the stamps (or punches) and the other side for your company logo and messaging. Loyalty cards benefit both you and your customers. Your customers will love a free reward and they’ll always have a card for your business in their pocket.

Appointment reminder cards

Another great use for business cards is for appointment reminders. If you’re a dentist, a real-estate agent or offer another service where appointments are made in advance, appointment reminder cards might be right for you. Make sure to include any contact details, like the phone number or address. This will come in handy if the customer is running late or needs to reschedule. On the other side, leave space on the card for the staff to write down the time and date of the appointment, as well as any relevant notes.

Referral cards

Like loyalty cards, referral cards for your business can be given to existing customers to hand out and spread the word. In order to increase value, you can offer both customers (the existing customer and the potential new customer) a deal or promotion for using your service. When creating your card, include spaces for the names of both customers so they both receive any benefits along with instructions on how to redeem their deal. Since this card acts as a mini-flyer for your business, add images and a bulleted list of your services to show what you have to offer.

Coupon or discount codes

If your business usually runs offers or promotions, putting it on a business card is an effective way to hand it out to customers. Just print your discount code on a card and place them on display in your window or at your counter for customers to easily see. There’s a good chance customers will take one and redeem it during a future visit to your store.

Regardless of your business card needs, Early Express has a variety of types and styles available—from elegant foil cards to creative painted edge cards—to bring your ideas to life. All of our business cards are high quality and can be printed super fast, to ensure your business doesn’t miss out on any potential leads.

What is geotargeting and how can you use it?

mark@earlyexpress.com (Mark Grant) — Tue, 09 Jun 2020 14:36:37 GMT

Geotargeting specific buildings instead of Geofencing a broad area

Geotargeting has opened several doors for advertisers. It helps businesses display ads to specific markets, resulting in more relevant messaging and a better return on investment. For example, a car repair shop or auto dealership can run a geotargeting advertising campaign to show a certain ad to people who are within 10 miles of the shop’s location.

What are the benefits of geotargeting?

There are multiple reasons why it makes sense to incorporate geotargeting into your marketing strategy. First of all, it allows you to create more relevant content marketing to increase engagement. The more relevant the content is to the customer, the better. It makes them feel more connected and gives them a greater sense of ease about reaching out and interacting with your brand.

Efficiency is another benefit of geotargeting marketing. Local ads are proven to be more efficient at generating traffic. If you have a local business and you’re trying to reach more people, the area around your business is the first place you will want to target your ads.

In addition to relevancy and efficiency, geotargeted ads are reliable solutions that marketers can count on. Location tracking is more relevant than ever online. Maps and other location-specific software are already gathering data about physical locations—it’s easy for marketers to take advantage of this since there are so many tools available.

How can your business use geotargeting?

When it comes to geotargeting, there are several platforms and approaches to consider. If you’re interested in targeting potential customers in a specific country, city or zip code, you can use Google Adwords, or any other search engine pay-per-click software, to determine the location of customers. You can also target people based on historical location, meaning places someone has visited in the past. The people you’re targeting don’t necessarily have to live in the area where you’re business is—you can target ads to customers in any region that you select. For example, if you are a local bed and breakfast interested in serving ads to potential visitors in another city or state, geotargeting is a successful strategy.

The best way to target customers during an event

While geotargeting is great for reaching customers in a certain area or zip code, there’s another targeting method that’s ideal for events: GeoMoments . As a newer technology, GeoMoments allow you to post ads on customers devices during a specific time and place. For example, you can display ads to fans at a sporting event or concert, or reach people at a trade show. With GeoMoments, you can advertise directly to people in attendance without the high cost of sponsorship advertising or less accurate geo-fencing which uses cell towers to configure location. It doesn’t even have to be a live event. You can also obtain IP addresses from people who attended a past event and advertise to them as well.

At Early Express , we offer GeoMoments and other forms of targeting, including IP targeting , to help you create an effective, omni-channel marketing strategy for your business. Get in touch with us to get started on a results-driven marketing plan specifically designed for you.

What trade show materials do you need?

Tue, 26 May 2020 17:09:33 GMT

Trade Show marketing materials come in many materials and sizes.

If you’ve attended a trade show recently, you know it’s a great opportunity to attract new customers and showcase your offerings. However, it can be difficult to stand out among all the other booths—especially at industry trade shows where most attendees are promoting similar products and services. The key to being seen is eye catching marketing materials that can grab customers’ attention from across the room. Since it’s difficult for one single sign to accomplish this, it’s essential to create a comprehensive package of custom marketing materials to promote your brand message. Here are 5 essential trade show materials that are guaranteed to stop customers in their tracks, and Early Express can help your business create them all.

Banners

One of the first things a potential customer will see, besides your booth setup, is a big, bold marketing banner with your brand message or logo on it. Banners are a foolproof way to achieve multiple goals and draw people straight to your booth. Retractable banners are easy to assemble and transport—they even fit into carrying cases. Our banners come in three styles—standard, economical or deluxe—so you can get exactly what you need.

Table tent cards

After you’ve got your banners printed, invest in some table tent cards to display on your table. These are an excellent supplement to banners and can help reinforce your primary messages. You can also use them to offer a trade show special or highlight a new product or service. Our table tent cards are easy to assemble and printed using superior quality stocks.

Table covers

If you’re worried about your table looking the same as everyone else’s, consider getting a custom table cover printed. Whether you choose a table runner or a table throw, either will help spice up a standard trade show table and draw more attention to your booth. You can print your brand logo, an exciting graphic or something else. Regardless, our table covers add a finished, professional look to table displays and are both machine washable and wrinkle resistant to keep them looking fresh for a long time.

Takeaways

One of the more important materials at any trade show is trade show takeaways, like postcards, brochures and flyers . People will likely visit your booth because they are interested in your business and want to know more. You should plan to have marketing materials ready for potential customers to take home. Ideally, these materials will match your banners and booth design, and include additional information about your products, services and prices. You can give flyers to people who just pass by the booth, since they act more as a summary, and brochures to people who show more interest. Both our sales brochures and flyers are available in a variety of sizes with a wide range of folding options.

Promotional materials

Last but not least, don’t forget additional promotional materials to hand out. Buttons are a versatile, easy and affordable way to market a product, service or deliver a message.You can include your brand message or just a fun graphic. Since buttons are rarely used for promotional materials, this giveaway will stand out and separate you from the competition. If you’re nervous about commiting to a more fun giveaway, you can order promotional buttons from Early Express in quantities as low as 100.

Make sure to visit Early Express for all your marketing and promotional needs. We offer fast, high quality printing and can have your materials delivered to your business quickly and efficiently so you don’t miss out on any potential customers.

What is GeoMoments Advertising?

Tue, 26 May 2020 17:09:31 GMT

Targeting key prospects in prime locations

It’s no secret that geotargeting advertising has opened the door for many advertisers. In general, geotargeting helps businesses focus on a specific market, resulting in more relevant messaging and a better return on investment. Your message is more likely to resonate with potential customers in your target audience—and geotargeting is a great way to accomplish that. At Early Express, we offer a solution that takes geotargeting to the next level: GeoMoment Advertising.

What is GeoMoments Advertising?

GeoMoments targets customers based on time and place. We can target specific events or areas where your ideal audience will be to help showcase your offers. Whether you want to connect with customers at an event that already occured or at an upcoming live event, GeoMoments lets you send your message to potential customers on their PC, mobile or tablet devices. This solution works best for event targeting if you have buildings with high value prospects you want to reach, such as college campuses, hotels, trade shows, or conventions.

How does GeoMoments work?

First, pick a specific location where your potential customers are likely to be gathering. It could be a tradeshow, a concert or a sporting event. Next, we will draw a polygon around the area of interest and start serving digital display ads. For live events (GeoMoments Live), this allows you to post ads on people’s devices during the event. Regardless of the type of event, we give you the ability to advertise directly to people in attendance without the high cost of sponsorship advertising. For past events (GeoMoments Past), you can obtain IP addresses from people who attended the event for up to 6 months after and target ads directly to their devices. We can even collect their home address and mail them an offer via direct mail .

If you have competitors that are hosting events, GeoMoments work great for conquesting. Find the specific location or locations of your competitors, and advertise your specials and benefits to the attendees to earn the business from the people in competing locations.

What’s the difference between GeoMoments and Geofencing?

Traditional geofencing has many restrictions which limit its effectiveness. For example, geofencing requires people to opt-in whereas GeoMoments does not require any opt-in from customers. Since geofencing uses cell towers, it’s only able to serve ads in real time, while people are in the area, and cannot follow the customer home. However, GeoMoments uses latitude and longitude, so it can be traced back to the household IP address for up to 6 months after the initial contact with customers.

If geotargeting and, specifically, GeoMoments sound like the right solution for your business, contact Early Express and we will work with you to create a plan specifically for you. We also offer additional omni-channel marketing solutions, including Site Chaser , a direct mail retargeting solution, IP targeting , and New Mover targeting.

Political strategy adjustments for 2020

Thu, 21 May 2020 18:03:25 GMT

Making the Right Adjustments for a Successful 2026 Campaign

Election cycles continue to evolve, and campaigns in 2026 are navigating a very different landscape than in previous years. Voter behavior has shifted toward a mix of in-person voting, early voting and absentee ballots, while digital communication plays a larger role than ever before. At the same time, busy schedules and declining attendance at traditional campaign events mean it can be difficult for candidates to keep their message top of mind. To stay competitive, political campaigns should combine proven strategies like direct mail with advanced digital marketing techniques.

Benefits of direct mail marketing

Direct mail marketing remains one of the most reliable ways to connect with voters. By sending postcards, flyers or letters directly to voters’ homes, campaigns can deliver a message that recipients physically hold and read. In an age where digital ads are easy to scroll past, direct mail often stands out and captures attention.

Direct mail also continues to deliver strong response rates compared to many other marketing channels. Campaigns can build highly targeted mailing lists based on voter registration data, ensuring materials reach people who are most likely to participate in upcoming elections. This targeted approach helps campaigns control costs while maximizing impact and making sure the right voters receive the right message.

Benefits of IP targeting

Digital marketing has also become an essential tool for modern campaigns. One strategy gaining popularity is IP targeting, which allows campaigns to deliver ads to specific households online.

Unlike traditional geo-targeting, which focuses on broader areas, IP targeting connects individual physical addresses to corresponding IP addresses. This allows campaigns to serve digital ads to voters while they browse websites, stream content or use apps. Messaging can be tailored based on voter demographics such as location, interests or likely political engagement, helping campaigns deliver more relevant communication.

Combining direct mail and digital marketing

One of the most effective campaign strategies is combining direct mail with digital advertising. By using IP targeting alongside a direct mail list, campaigns can reach voters online before and after a piece of mail arrives in their mailbox.

When voters repeatedly see the same campaign message both online and in their physical mail, recognition and recall increase significantly. This multi-channel approach strengthens campaign visibility, improves engagement and can lead to higher response rates from targeted voters.

As campaigns prepare for upcoming elections, having a strong marketing plan in place early can make a significant difference. With the right combination of direct mail and digital marketing, candidates can keep their message visible, connect with voters more effectively and build momentum throughout the campaign season. Early Express offers a full range of marketing services—from local print solutions to digital advertising tools—to help campaigns reach voters and make a lasting impression.

The importance of shopping small business right now

Fri, 24 Apr 2020 15:09:38 GMT

Supporting small businesses during this challenging time

Due to COVID-19, the current state of the country is unprecedented—and, admittedly, a little scary. Restaurants, bars and other shops are temporarily closed or operating with speciality hours and fulfillment methods. As more and more people practice social distancing, it’s small businesses that will feel the biggest impact. That’s why it’s more important than ever to shop small and support local businesses in your area, like Early Express.

Here are five reasons to shop small businesses during this challenging time:

You can help improve the local economy

When you shop local, significantly more money stays in the community. In fact, one study found that for every $100 spent at a local business, $68 remained in the city, and that number is significantly lower for chain retailers. When purchasing supplies, local business owners are often more likely to support other local businesses whereas chain retailers, on the other hand, tend to get their supplies from their corporate offices.

You get to know the people behind the product

When you’re buying local products and services, there’s a good chance you’ll get to know the people behind the business personally. As a community, you celebrate when a local restaurant succeeds or mourn if your favorite bar is forced to shut its doors. This type of personal investment isn’t as present when a larger corporation is involved, because that connection is missing.

You keep your community unique

Local businesses are what give communities flavor. The same chain restaurants, grocery stores and shops can be found at hundreds of cities around the country. But unique, local places—that diner down the street where you eat breakfast every Saturday or the small market on the corner where you always buy fresh bread—are one-of-a-kind. It’s these types of businesses that make a town different from any other. By supporting those businesses instead of chains, you ensure that uniqueness is preserved as a part of your community.

You receive more personalized customer service

Trying to get in touch with a customer service representative at a large corporation can be a nightmare. Once you’re able to get connected, it can be difficult to get any sympathy from the customer service representative—that person is so far removed from the decision-making process, there’s little concern that the company will lose you as a customer.

However, at local businesses, the owner is typically connected to every employee that works at this store and has a higher standard for customer service. This means that if you have a problem, it is taken more seriously and approached with a more personal touch.

You help create jobs

Local businesses have to hire staff to support their operations. Most likely, those people are part of the community—they could be your friends or your neighbors. Supporting local businesses helps create those needs and those jobs for people in your community.

Now more than ever, it’s important to shop local. Early Express is proud to be a family business in Dayton, Ohio. Founded in 1977 as a mail delivery business, Early Express now offers local printing services along with end-to-end direct marketing solutions. We are honored to support local businesses in the Dayton area and help small businesses with their marketing needs. During this challenging time, we appreciate any and all support from our Dayton community.

Types of targeted lists for direct mail and benefits

Mon, 23 Mar 2020 15:20:53 GMT

What type of mailing list is best for your company?

You’ve probably heard ( or read ) by now that direct mail marketing is still one of the most effective marketing tools. In addition to taking advantage of empty mailboxes, direct mail marketing can be segmented and personalized to capture the attention of various audiences and appeal to their unique pain points. It’s Targeted Direct Mailing Lists that enable this hyper-local approach and makes direct mail marketing so successful.

What are Targeted Direct Mailing Lists?

Targeted mailing lists help you reach the right audience by giving you more control over who receives your message. With the ability to segment your list by almost any criteria imaginable, you can be specific about who you’re targeting. This approach also allows you to tailor your message to the needs and desires of each audience, no matter how niche the market, and, in turn, leads to greater engagement and higher direct mail response rates.

What are the different types of Targeted Lists?

Targeted direct mailing lists are extremely powerful for businesses like real estate agents, financial institutions, healthcare providers, home service companies, restaurants, and retailers. These are a few of the most popular lists:

B2B Mailing Lists

Trying to target another business? With this type of mailing list, you can target businesses by location (city, county, state, or zip code), business type, or data, such as the number of employees, annual income and more.

New Mover Lists

Moving is a billion dollar industry and new movers are always searching for local businesses to replace their old ones. With new mover lists, you can target customers who are looking for local restaurants, plumbers, contractors, healthcare professionals, and other service providers in their new location.

Current Customer Mailing Lists

Targeted direct mailing lists aren’t just for new customers—current customers can benefit, too. Use your current customer database to send mail to current or past customers. These lists work well for loyalty rewards offers or to spur repeat business from those you’ve served in the past.

Renter Mailing Lists

Realtors and financial institutions often target renters with higher incomes to get them interested in purchasing a home. You can target all renters in your area or refine by demographics and behavioral characteristics to hone in on a specific audience.

Homeowner Mailing Lists

Current homeowners and mortgage holders are popular targets for refinancing offers and home equity loans. A targeted list with just homeowners is beneficial since it excludes renters, PO Boxes, and businesses. It can also be filter by many demographics such as home value, age, and children.

Custom Mailing Lists

If none of the above lists appear to your business goals, you can always customize your own to reach highly targeted demographics and market segments. That’s one of the benefits of targeted direct mailing lists—you can create your own list to ensure the demographics you care about are being reached.

Considering a targeted mailing list for your next direct mail campaign? Early Express can help you create the perfect list to meet the prospecting needs of your campaign. We also offer data processing (to ensure your data is clean and up-to-date), daily mail processing and EDDM (Every Door Direc t Mail ) .

Real Estate Marketing in Digital and Print

Fri, 20 Mar 2020 15:41:24 GMT

What are the secrets to successful real estate marketing?

Real estate is an extremely lucrative business. According to a 2018 study by the National Association of Realtors (NAR) , the majority of home buyers purchase their home through a real estate agent. But how do you capture the attention of potential clients in a sea of competition? Marketing has always played a large role in reaching prospective customers—and real estate is no different. Whether you’re just getting started or are an experienced realtor looking to attract new clients, there are a few key secrets to developing a creative, successful marketing plan.

First and foremost, make sure you have an established brand. You’ll need a company name, a professional logo, a mission statement and a business plan. Your brand is what will differentiate your from the competition and helps you appeal more to a larger group of individuals in your demographic.

Once you’ve established a brand, make sure you have a website. Most clients prefer to do some research via the Internet before they choose a realtor. A website will show prospective clients what you have to offer and make a great canvas to show off your listings. When creating your website, focus on both functionality and aesthetics. Take into account the speed of your site, ease of navigation and quality of the content and photography. At Early Express, we offer website design services to help you build a unique site that promotes your business and makes it easy for clients to find you online.

In addition to a website, there are a few other digital marketing tools worth investing in. Leverage social media, like Instagram and Facebook, to connect with potential clients. Post videos of properties or capture some other relevant lifestyle imagery that will help you to get the word out and use relevant hashtags to attract the right audience. Email marketing campaigns are another great resource. You can collect email addresses and then market directly to those clients with useful offers and content. Once you’ve established an online presence, Early Express can help increase your search rankings with the best keywords, categories, attributes, custom descriptions, precise map pin location, and more to give you the boost you need to get higher quality engagements.

Regardless of what marketing methods you choose, brand awareness is crucial. In order to spread the word about your brand and services, you’ll want to create marketing materials. Business cards or flyers are necessary for handing out to potential buyers and renters at open houses or other events. If you plan on taking advantage of direct mail marketing , which sends advertising materials directly to clients’ mailboxes, consider creating postcards with an enticing graphic and message to capture the attention of your audience.

No matter what marketing plan you have in mind for your real estate business, remember that Early Express specializes in marketing services in Ohio and has everything you need—from mail to print to online. Contact us today if you’re ready to get started with end-to-end direct marketing solutions that are perfect for your business.

What direct mail marketing materials are the most effective?

Mon, 16 Mar 2020 14:00:47 GMT

Narrowing down the proper marketing materials

There are so many different marketing channels available for businesses to utilize these days that it’s hard to know which ones work and which ones do not. However, it’s proven that tested and true marketing channels, like direct mail advertising, consistently deliver the best results.

What is direct mail?

Direct mail is physical mail that is delivered directly into the mailboxes of potential customers in a specific area. It can be targeted to specific demographics or neighborhoods, or just sent to the majority of households within a zip code. Direct mail advertising is an effective marketing approach due to its low cost, simple execution and ability to highly personalize and target it.

In terms of materials, direct mail can include catalogs, coupons, menus, and postcards. But some of our favorite direct mail pieces are flyers and brochures , due to their ability to hold more content.

Flyers are relatively inexpensive, but the cost can add up overtime. That’s why it’s so crucial to create an effective flyer from the beginning.

Here are some ways to make your flyers stand out:

1. Write a catchy headline. This is most likely the first thing a customer will see when they receive your direct mail flyer, so make sure the headline is memorable. Making your title actionable and leading with a verb (like “Unlock” or “Discover”) is another great way to grab customers’ attention.

2. Divide your content into digestible sections. If there is too much text, customers might immediately discard it. Keep your copy brief and make sure to include white space around each section to break it up. If you find yourself writing long paragraphs of text, trying using bullet points or infographics to convey your message in a more visual way.

3. Don’t forget critical information. You want your customers to know your business name and address, so make sure those are included somewhere on the flyer. Adding directions to your business can make it easier for customers to find you.

Brochures are a great way to include robust descriptions of your products and services without the content feeling too overwhelming. However, a poorly designed brochure will chase away potential customers. Here are some ways to make your direct mail brochures effective:

1. Know your audience. Since you’re using brochures as a sales tool, it’s important to consider your target audience and appeal to their interests. For example, if you’re a local business targeting families, make sure to include images of families within the brochure.

2. Be creative and unique. Creativity is key to setting your business apart from the competition. Try a different font style (as long as it doesn’t harm readability!), have fun with the way to brochure folds or go crazy with colors. This is what will make your business stand out among the crowd.

3. Get to the point. Since brochures allow for a lot of content, it can be easy to get carried away and overwhelm customers with text. Avoid turning your brochure into a novel, and stick with the key information that will entice customers and get them excited. You can always direct customers to your website, where they can learn more about whatever products or services you are offering.

Ready to get started with a direct mail marketing plan? At Early Express, we offer a wide variety of direct mail services , including targeted lists, saturation lists and Every Door Direct Mail (EDDM) , that will save your business both time and money.

What can you do to improve your marketing materials?

Mon, 09 Mar 2020 20:44:47 GMT

Take a few steps to enhance the success of marketing materials

When it comes to successful sales tactics, physical marketing materials are at the top of the list. From business cards to flyers to postcards, your sales materials are the first impression a potential client has of your business, and you want to make sure that impression is positive. But how do you know if your collateral is working as hard as it could be? There are a few tips and tricks to ensure your sales efforts support your brand and marketing plan.

First, nail down your primary marketing message.The success of your company comes down to how well you convey what you’re offering, and your marketing materials are a creative way to tell your brand story and value to potential customers. Outline your key selling points along with any other messaging you want to include. Make sure to add important information like your company name, tagline and physical business or web address (if those are relevant), or details around any deal or discount you are giving customers.

Second, decide what kind of physical materials you want to produce. The right marketing materials depend on your overall goal. If you’re interested in making connections or networking in person, make sure you have plenty of business cards available to hand out or leave behind. If you need something with more surface area to successfully showcase all of your products and services, consider creating a sales catalog for your business. If direct mail marketing is part of your marketing plan, postcards are the perfect tool to succinctly deliver your message while fitting neatly in customers’ mailboxes. Regardless of which marketing materials you decide on, use high-quality paper to put your best foot forward and make a great impression.

Finally, when it comes time to create your materials, make sure they look and feel like your brand. The visual design and tonality of the content should match your other marketing materials — including your website and logo. In addition to providing consistency among your branding and messaging, this also makes your business appear more credible and professional. When selecting graphics, choose images that relate to your business and complement your message. And leave enough whitespace for readability — don’t crowd your materials with too much content or visuals.

How long has it been since you’ve evaluated your marketing materials? If you’re ready to give your toolkit an upgrade—or if you don’t have a toolkit and are ready to start creating one— Early Express offers high-quality materials at a price that will fit your needs, so you know you’re only getting the best. As a family-owned and operated business based in Dayton, OH, we are proud to help other businesses succeed with creative, effective marketing.

New Mover Digital Advertising

Thu, 05 Mar 2020 15:50:58 GMT

What is New Movers advertising and why does it matter?

Believe it or not, moving is a billion dollar industry. How? On average, 450,000 people move every week in the US and spend an average of $8,700 on buying decisions in the first 30 days. Overtime, that adds up and has created the booming industry that moving is today. However, due to a lack of technology, there hasn’t been any ability to engage these people online—until now.

How does New Movers work?

New Movers is a program that capitalizes on IP targeting to send online ads to people who have just moved or are about to move into a new home. How does it work? Our patent pending IP algorithm determines the IP address based on the customer’s new physical address and targets ads directly at the IP/ router level. We’re also able to serve them direct mail, which, when combined with digital advertising, is extremely successful.

When it comes to reaching new movers, you can target them by location to get the most bang for your buck. From targeting small areas like zip codes to larger nationwide coverage, you can use geo-targeting technology to make sure the right audience receives your message.

What industries should use New Mover advertising?

While several industries can benefit from New Movers marketing, businesses specializing in home goods and services have the potential to see the most impact. When people move, they have a tendency to buy things like home decor and furniture to fill their new space or visit local home improvement stores for their renovation needs. They are also more likely to invest in home-related services, such as HVAC, plumbing and pest control services.

There are a few things to keep in mind when targeting new movers to ensure your advertising is effective. First of all, you have to build trust. New residents are more cautious and less likely to respond as well to overly salesly ads and marketing techniques. Be honest and straightforward in your message and it will pay off in the long run. Making new movers feel welcome is a great way to do this. When it comes to reaching new movers, timing is everything. After a few months, they won’t be new anymore. Instead, they’ll be residents with established customer loyalties. You have to reach new movers as soon as possible if you want to convert them to customers. The best way to reach new movers? Offer them your goods or services at a great deal. Giving a new resident something free is the perfect housewarming gift that will keep on giving back to your business.

Ready to target new movers? At Early Express, our New Movers program can make sure your business is the first and most frequent company people see to beat the competition. You can find out more or contact us directly to get started.

Wedding and Celebration Invitations

Wed, 04 Mar 2020 17:20:24 GMT

What kind of invitations do you need for different occasions?

Pretend that you’re planning a wedding with your sister or throwing a baby shower for your best friend. What’s one of the first items on your to do list? Invitations. When it comes to celebrating special occasions like a graduation, a new baby or a wedding, invitations play an important role. For example, a wedding invitation is guests’ first peek into the wedding day, so it needs to emulate the style of the wedding. Likewise, a baby announcement is the first time most people will hear about the new arrival, so it needs to include a picture of the little girl or boy along with the name.

When choosing an invitation for your event, the first step is to pick the size and style. Different sized and shaped cards not only differ in postage costs, but they also change the overall look and feel of your announcement. If you have a lot of information you want to include, a tri-fold or gate-fold style might be the best. Tri-fold invitations fold into thirds, accordion style, while gate-fold invitations open up to reveal the inside message. Both of the styles often cost more than a standard invitation style. If you want something more traditional, choose a flat invitation style, which is the standard size. If you’re worried about your flat invitation being dull, you can choose a different edge style to spice it up. Pick a round style, which has rounded corners instead of the standard ninety degree angles for corners. Want something even more unique? Choose a ticket style, which has inverted rounded corners, similar to an old fashioned ticket or a scalloped style, with a series of repeating curves across every edge of an invitation.

There are a variety of sizes available to make your invitation unique. The most common invitation size is 5 x 7 inches, but you can choose 6 x 6 inches for a square, modern look. Want your invitation to stand out, size wise? 5.5 x 8.5 inches is a larger invitation with more space for your announcement.

Once you’ve figured out your style and size, it’s time to create the content for your invitation. First, make sure your invitation hints to the formality of the event you’re throwing. If the wedding is supposed to be casual and relaxed, avoid invitations with embellishments that will make it appear more formal. Next, use colors in the invitation that will also be used at your event. For example, if you’re throwing a shower for a new baby girl, pinks and pastels are a wise color choice since those will probably also be used in the decor at the event. As you consider colors, don’t forget about the text— the information you put on the invitation is the whole point of sending it out in the first place. Try to avoid light ink on light backgrounds and dark ink on dark backgrounds. Also, be wary of hard-to-read fonts like an overly scripted typeface—you don't want to sacrifice readability for appearance.

Invitations are just the beginning of a cohesive, well-planned celebration. Don’t forget about other stationary ideas, like envelopes and letterheads . These additional touches will pull your entire event together and impress your guests.

At Early Express, we print all of this and more. From marketing and promotional tools for businesses to stationary for your next event, Early Express offers fast and affordable printing services to get you what you need.

Direct mail resurgence and response rate

Thu, 27 Feb 2020 16:17:47 GMT

Is Direct Mail making a comeback?

Direct mail marketing is one of the most successful marketing tools. Even online giants like Amazon and Google rely on direct mail for their marketing needs. In fact, those two companies are some of the largest direct mail advertisers in the US. However, that isn’t surprising when you consider that direct mail is seven times more effective than all digital channels combined.

What makes direct mail so profitable?

For starters, it isn’t widely used. Most companies have directed their efforts towards online advertising, especially email marketing campaigns. Unfortunately, nearly half of email users admit that they don’t read emails regularly, which is no surprise—almost 200 billion emails are sent worldwide every day. Add the growing frequency of spam and email viruses, and it’s easy to understand why click rates have rapidly declined. All of this means physical mailboxes are left relatively empty, making it easier to capture the attention of audiences with postcards and brochures. The DMA Response Rate Report has several stats on response rates.

Direct mail has also benefited greatly from datafication and personalization. Through CRM campaigns, social media, and other means, companies continuously collect consumer data and demographic information. Easy access to this data has enabled even more sophisticated market segmentation and targeting, which has contributed to higher response rates than email and other digital marketing tools.

What factors are key to Direct Mail Success?

Personalization just adds to that success. The ability to seamlessly integrate data into highly personalized direct mail marketing campaigns helps capture the attention of various market segments and appeal to their unique pain points. Small details, such as addressing the recipient by name, create rapport with customers and lead to higher open rates. Additionally, both segmentation and personalization can narrow down the list of potential customers to include only those that are relevant, ultimately saving companies money.

Some companies, especially those targeting a younger audience, might be concerned that direct mail only applies to older generations. However, that’s not the case. According to Direct Marketing News , 77% of millennials report that they notice advertising in direct mail, compared to only 50% who pay attention to email advertisements. Unwanted emails are becoming the new junk mail that consumers don’t want to receive.

How to get the best response rate?

If you think direct mail marketing is right for you, consider these tips to help improve your response rates. First of all, make sure your audience is the right recipient for this medium. Direct mail is best for marketers targeting a specific audience. It's better to speak to one audience clearly than to try to resonate with several at once. When it’s time to craft your campaign, personalize your message and offer to better connect with customers. People are choosing brands more for their relevance to customer needs than for their loyalty and incentive programs. To get the most bang for your buck, use multiple marketing mediums together. Combine direct mail with new, trendy techniques like IP Targeting, video marketing and personalized landing pages.

Whether you already have a direct mail marketing campaign or are interested in creating one, Early Express offers multiple direct mail services — including data processing and daily mail management—to ensure your marketing campaign is effective

What makes direct mail and digital marketing the perfect combination?

Mon, 17 Feb 2020 17:49:41 GMT

Combining Direct Mail and Digital Marketing for Higher ROI

Believe it or not, direct mail has been around for centuries. In the 1600-1700’s, business owners mailed catalogs to prospective customers, hoping to sell them their gardening, scientific or academic services. And it worked. People responded positively to this direct approach, and hundreds of business owners benefited from this new form of marketing.

Direct mail has come a long way since the 18th century, but it’s still just as profitable. Now, in 2020, it has the ability to be even more targeted and personalized by combining direct mail with digital marketing . Together, these cost-effective methods enhance one another and drive better results, which ultimately leads to more customers for your business.

There are several successful digital marketing strategies to help create a multi-channel marketing approach, including content marketing, email marketing and social media marketing. However, one of the most effective tools to pair with direct mail is IP targeting .

What is IP targeting? It’s the process of matching a recipient’s physical address on a mailing list with their home or business computer’s IP address—a numeric code that helps that network communicate with the Internet. This allows businesses to leverage data such as user location or connection type, and, in turn, target digital ads to the most sough-after customers and prospects. Additionally, the ads you place will only be seen by households on your mailing list, so you’re not paying for impressions and click-through of people you don’t want to reach.

So how does this work with direct mail? You can deliver hyper-targeted online ads directly to the recipients on your mailing list for your direct mail campaign. Taking this step before sending your direct mail increases the likelihood that customers will notice your postcard, brochure or catalog when it arrives. The end result is an increase in conversion and improved campaign response rates.

There are a few things to keep in mind in order to ensure success when combining IP targeting and direct mail.

1. Make sure you have a current and accurate mailing list so you aren’t wasting impressions.

2. Use attention-grabbing creative that’s cohesive with your direct mail piece to reinforce your offer and create synergy between the two channels.

3. Include a compelling call-to-action that drives customers to a simple and direct landing page. This can help track click conversions and ultimately determine your ROI.

4. Define a conversion path for your customers.

5. Collect and review data from your campaign and see what could be improved next time.

While this type of digital marketing is a smart addition to any marketing strategy, it’s best for boosting customer acquisition and building brand awareness. Improve your acquisition efforts by matching your database with the IP and demographic data to create and target look-a-like audiences. This is called “cluster IP targeting” and allows you to deliver relevant ads to specific audiences, which reduces wasted impressions and increases message reach. When it comes to building brand awareness, IP targeting lets you target key customers and prospects with branded banner ads that reinforce your other marketing tactics.

Interesting in implementing IP targeting? Early Express offers several direct mail services , including targeted lists, saturation lists, EDDM (every door direct mail) and more. We’d be happy to help you get started and reach your marketing goals.

Every Door Direct Mail: Holiday Marketing Edition

Mon, 04 Nov 2019 21:13:43 GMT

Ramping Up Marketing for Black Friday, Cyber Monday, and the Holidays

It’s early November which means Black Friday and Christmas Shopping are right around the corner. Are you taking advantage of getting your sales and promotions out effectively?

Early Express has teamed up with the USPS to utilize the very affordable and effective way to get marketing pieces to every residence and business (or just homes) on a carrier route. This can include a specific residential neighborhood, zip code, or municipality!

Don’t wait, pick up the phone and call us today to start the process of getting your marketing pieces out to prospective customers and get your products out the door! If you need help creating marketing pieces, we have in house designers to put together holiday sales flyers for you.

Every Door Direct Mail is a great resource that many companies utilize, don’t be a step behind. People are actively shopping, get your products in front of searching eyes. Help us help you - choose Early Express.

Want to order your own marketing pieces and collateral? Check out our online store here: store.earlyexpress.com

Combining Online and Offline Marketing

Mon, 26 Aug 2019 16:05:42 GMT

Power of Omni-Channel Marketing

It’s hard to believe we’re already well into 2026.

Is that good or bad news for your business?

The last few years have been anything but predictable. Interest rates have shifted, inventory has tightened in many markets, and buyer behavior continues to evolve. While home values in many areas remain strong, national home sales have fluctuated as buyers adjust to affordability changes and economic uncertainty. For real estate professionals, this kind of market movement isn’t necessarily bad news—it often signals opportunity. Markets are cyclical, and when activity slows, the agents who stay visible are the ones who capture the next wave of listings.

That’s where marketing matters.

Are your postcards hitting mailboxes before your competitors? Do potential sellers know your name when they start thinking about listing? Do you have a brochure, introduction piece, or neighborhood campaign that reminds people why they should work with you?

Marketing continues to rank among the top challenges for small business owners across the United States. Many professionals know they should be marketing more consistently, but time, complexity, and uncertainty about where to start often push it to the bottom of the list.

The good news is that marketing today is more accessible than ever. With the right strategy, combining direct mail with digital visibility can keep you in front of your audience without overwhelming your schedule or budget.

A quick conversation with Early Express can help you map out a simple marketing plan tailored to your audience, your market, and your goals—blending both online and offline efforts to build awareness and drive new business.

Don’t wait for the market to move first.

Action drives results. ��

What is Programmatic Direct Mail Marketing?

Mon, 19 Aug 2019 18:41:46 GMT

What is Programmatic Direct Mail Marketing: Five Things To Know About Programmatic Direct Mail

What is Programmatic Direct Mail: Automated Marketing with Direct Mail to anonymous Online Visitors to your website.

Programmatic Direct Mail is automated marketing that sends Direct Mail to anonymous online visitors to your website. Programmatic Direct Mail is sending direct mail to your anonymous online visitors after they have reached specific triggers or behaviors. Reverse appending the visitor's IP address to a household address allows for mail offers to be sent to their door. This provides a great way to improve trust and authenticity as a brand or company.

How to Capitalize on this opportunity: Send sales flyers, coupon codes, handwritten messages, upcoming events and more pertinent information to people who already know that you exist.

Send sales flyers, coupon codes, handwritten messages, postcards for upcoming events, and other pertinent information to people who already know that you exist.

Sending Programmatic Direct Mail yields higher open rates from customers due to their recognition of the brand already. Personalize messaging to customer bases for new deals, seasonal events or sales, postcards, and more. Converting anonymous website visitors has never been easier than it is with Programmatic Direct Mail.

Sending Direct Mail

Sending Direct Mail to someone that knows your business increases open rates and conversion rates. According to Smallbizgenius , 42.2 % of direct mail recipients either read or scan the mail they get. As previously mentioned, open rates and conversion rates increase from those who already recognize a brand. The customers who have already visited a brand's site know that they have already started a business relationship. Help them take the next step with direct mail pieces.

Combining Marketing Strategies

Combining online and offline marketing strategies yields more customer engagement with a brand or company. According to the Search Engine Journal , the biggest challenge that B2C marketers face is consistently producing engaging content, but direct interaction with customers is also at the heart of engagement. A cohesive marketing strategy that combines online and offline platform use increases the engagement from the customers being sought out. This is bolstered with Programmatic Direct Mail due to the fact that customers have already visited the website, so half of the puzzle has already been put together. Simply sending out a supplemental mail piece increases the level of engagement and brings more customers back for business.

Personalized offers and discounts turns into more information from your millennial and Gen Z customer base (Salesforce, 2016).

Millennials and Generation Z are the future. According to MarketingCharts , 92% of Millennials say they are influenced by direct mail to make a purchase. Businesses need to tailor into new buying tactics and customer interaction preferences that make up the next coming of consumers. With Programmatic Direct Mail, offering tailored discounts and promotional codes to site visitors has reached new heights .

Reach Real People With Programmatic Direct Mail

Direct Mail has seen a resurgence in recent years due to the often lackluster results of online ad placements. Whether due to inappropriate placements, the wide prevalence of ad blockers, or fraudulent web traffic driven by bots, ad impressions are not generating the return on investment that marketers hope for, as the often dismal response rates reveal. With Programmatic Direct Mail, companies can reach real customers. The tangibility of sending physical mail through the postal system can be a reassuring feeling – after all, bots don't have mailing addresses.

At Early Express, we offer not just Programmatic Direct Mail services but can also do your graphic design, printing, and mailing. Start sending Programmatic Direct Mail to your website visitors today with our SiteChaser Program .

Early Express Custom Printing Services

Fri, 16 Aug 2019 21:46:13 GMT

Custom Printing for any kind of project

Early Express has harnessed the power of digital targeting to work in unison with our suite of rock-solid print and mail services. We work hard to ensure you have the right solutions available in a timely fashion.

At Early Express, we want to ensure you're absolutely delighted with the services we provide. Of course we could simply print your business cards for you, but we want to know what makes you tick and what you're trying to accomplish with the various pieces and products that represent your brand or company.

Remember, printing and mailing doesn't have to be boring... whether you're raising more money for your non-profit, renewing more memberships, or simply finding more prospects - Early Express has the tools to help.

If you're looking for event tickets, informational pieces such as brochures, flyers, stationaries, post cards, and a conglomerate of many more options- you've come to the right place. Here are some examples of our capabilities.

Custom design and printing are some of the best ways to separate your brand from competitors with promotions and events. These unique creations help differentiating your business from competitors. Our print and mail services are utilized by a variety of clients, ranging from local start-ups to national brands. Depending on what you're looking to accomplish, we can help you evaluate your current products to ensure you're not missing out on a more effective solution.

So go ahead and sprinkle a little splendiferous into your work life... and have some fun working on your next multi-channel project with the team from Early Express.

Return on Investment with Direct Mail

Fri, 16 Aug 2019 21:37:09 GMT

Measuring Return on Investment with Direct Mail

All business owners know the importance of Return on Investment (ROI). Did doing X in marketing or advertising return Y for a profit?

In some areas, ROI has been quite difficult to measure with a quantifiable amount. How you measure Direct Mail was once in that category. Sending out piece after piece hoping people walked through your front door, but not sure how to make a measurable amount that came from these efforts.

In today's society, technology and analytics have never been more supreme in ruling our business decisions. In an article from Adage in late July of 2019(4 Simple Direct Mail Strategies That Can Help With Lead Generation), they highlight on many of the ways that can be measured for ROI in today's analytically driven world.

QR Codes
Coupons for Online Purchase or Print Out and Phone Showing
Customized Landing Pages for Form Submissions, Call Leads, or Sales
Tickets to Events

If your business is looking to implement these modernized marketing strategies, give us a call at Early Express, or connect with us on LinkedIn or Facebook . We look forward to helping your business grow!