{"id":4938,"date":"2023-05-12T01:57:38","date_gmt":"2023-05-12T05:57:38","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/05\/12\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/"},"modified":"2023-05-12T01:57:38","modified_gmt":"2023-05-12T05:57:38","slug":"ten-tips-to-make-your-direct-mail-leave-a-lasting-impression","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/","title":{"rendered":"Ten Tips to Make Your Direct Mail Leave a Lasting Impression"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Chris Hewitt, Sales Director, Go Inspire Solutions<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Mail as a marketing channel is enjoying something of a resurgence, with organisations finding it an efficient and effective way to get their brand messages into consumers\u2019 hands.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">According to <a href=\"https:\/\/www.decisionmarketing.co.uk\/news\/mail-defies-strikes-and-cuts-to-outgun-rival-channels\">recent figures<\/a> from mail industry measurement service JICMail, in Q4 2022 a majority of mail was read (77%) and opened (66%) by consumers. What\u2019s more, almost half (46%) of those direct or business mailpacks and door-drops were retained by the householder &#8211; presumably with a view to finding out more about the sender or taking other positive action.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Royal Mail likes to talk about \u2018mail\u2019s journey within the home\u2019. With this &#8211; and the standout statistics above &#8211; in mind, let\u2019s consider 10 ways that your business can create posted communications that deliver a compelling return on your marketing budget.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Feel the love<\/strong> &#8211; A run-of-the-mill, flat and featureless envelope is not going to cut through. Even using a simple tactic such as placing a credit card &#8211; dummy or otherwise &#8211; inside can create intrigue for the consumer. Getting them to open the envelope and dive in is key to engaging them and ultimately boosting ROI.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Which way up?<\/strong> &#8211; Another simple trick to remember with mailpack design is that you can\u2019t be sure how it will land. I don\u2019t mean the effect it will have on the recipient. This is a case of ensuring a clear and compelling call to action is emblazoned on both sides of the outer envelope so it\u2019s clearly visible, no matter how it falls when it comes through the letterbox.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Take a leaf<\/strong> &#8211; There are few new ideas under the sun, so sometimes it\u2019s best to go with one of those that you know already works. Seek out successful mail campaigns &#8211; the <a href=\"https:\/\/dma.org.uk\/awards\">DMA Awards case study<\/a> database is a good place to start &#8211; and don\u2019t be afraid to try similar designs. For instance, generic letter shapes don\u2019t infringe copyright. And as they say, imitation is the sincerest form of flattery!<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Be different\u2026<\/strong> &#8211; While mirroring award-winning pack styles is a good way to get noticed, the creative aspect of your mailing matters even more. Put your own stamp on it. In a crowded letterbox, features such as QR codes, pop-ups and the like can catch the consumer\u2019s eye, making them more likely to set it aside to see what\u2019s in it rather than taking just a glance before they bin it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u2026but be on-brand<\/strong> &#8211; All of that said, your brand must be recognisable amid the dazzling cut-through of your creative mailing. The design doesn\u2019t have to be weird, wacky or even particularly wonderful to work well, as long as it\u2019s obvious to the recipient who it\u2019s from and what you want to communicate.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Go for goals<\/strong> &#8211; It\u2019s also vital to remember the rationale behind your mail campaign. It should link directly to your business objectives, whether you see it as a way to win or keep customers, or cut costs compared to other channels. In other words, creativity for the sake of it won\u2019t always work; thinking inside the box for your business is fine too.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Track your pack<\/strong> &#8211; One of mail\u2019s major advantages is the ability marketers have to track it. A simple QR code added to the pack and the contents can help you follow the consumer\u2019s trail, such as taking out a voucher in their home to redeeming it at the till. In this way, you can measure ROI &#8211; but also track intent and purchase behaviour. Invaluable insight for future campaigns. For example, if someone doesn\u2019t engage, do they prefer digital comms?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>ROI is king<\/strong> &#8211; Speaking of ROI, there\u2019s little point in running a fancy direct mail campaign if understanding its effect is beyond your grasp. ROI can be affected by multiple factors: cost per pack, economies of scale, even engagement levels. If you can glean this information, it\u2019s further firepower for future marketing initiatives. What\u2019s more, ROI is easier to measure for direct mail in comparison to digital channels alone.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>VAT\u2019s magic<\/strong> &#8211; Using the right format design can help mitigate the 20% of your campaign costs spent on VAT, and make ROI look real. There are ways to ensure the campaign falls outside VAT, so ask an expert to explain possible efficiencies.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Trail your mail<\/strong> &#8211; Don\u2019t just track it: tease it. Using email or SMS to let the consumer know their offers are coming in the mail can be a great way to alert them to keep an eye out for the rewarding content that will soon drop through their door. Anticipation is all, making the recipient more likely to pick up the pack. After all, warm direct mail can achieve <a href=\"https:\/\/www.decisionmarketing.co.uk\/news\/warm-mailings-get-ten-times-the-response-of-cold-mail\">nearly 11% response<\/a>.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, as far as direct mail strategy goes your creative can push the envelope. But there are clear rules you must follow to make sure it takes its rightful place in the recipient\u2019s \u2018keep\u2019 pile, instead of them making a dash to the trash.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Let\u2019s consider 10 ways that your business can create posted communications that deliver a compelling return on your marketing budget.<\/p>\n","protected":false},"author":7,"featured_media":4939,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[9],"topics":[2],"class_list":["post-4938","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-smb","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ten Tips to Make Your Direct Mail Leave a Lasting Impression | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ten Tips to Make Your Direct Mail Leave a Lasting Impression\" \/>\n<meta property=\"og:description\" content=\"Let\u2019s consider 10 ways that your business can create posted communications that deliver a compelling return on your marketing budget.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2023-05-12T05:57:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/05\/persons-hand-pulling-mail-out-of-a-mailbox.jpg_s1024x1024wisk20cxzwYRBcgEaKdIT3vxVwZi5zh4DSj7Tb-obzjJphyox0.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\\\/4938\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\\\/4938\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Ten Tips to Make Your Direct Mail Leave a Lasting Impression\",\"datePublished\":\"2023-05-12T05:57:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\\\/4938\\\/\"},\"wordCount\":866,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\\\/4938\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/05\\\/persons-hand-pulling-mail-out-of-a-mailbox.jpg_s1024x1024wisk20cxzwYRBcgEaKdIT3vxVwZi5zh4DSj7Tb-obzjJphyox0.jpg\",\"keywords\":[\"SMB\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\\\/4938\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\\\/4938\\\/\",\"name\":\"Ten Tips to Make Your Direct Mail Leave a Lasting Impression | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\\\/4938\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\\\/4938\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/05\\\/persons-hand-pulling-mail-out-of-a-mailbox.jpg_s1024x1024wisk20cxzwYRBcgEaKdIT3vxVwZi5zh4DSj7Tb-obzjJphyox0.jpg\",\"datePublished\":\"2023-05-12T05:57:38+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\\\/4938\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\\\/4938\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\\\/4938\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/05\\\/persons-hand-pulling-mail-out-of-a-mailbox.jpg_s1024x1024wisk20cxzwYRBcgEaKdIT3vxVwZi5zh4DSj7Tb-obzjJphyox0.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2023\\\/05\\\/persons-hand-pulling-mail-out-of-a-mailbox.jpg_s1024x1024wisk20cxzwYRBcgEaKdIT3vxVwZi5zh4DSj7Tb-obzjJphyox0.jpg\",\"width\":1600,\"height\":900},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\\\/4938\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Ten Tips to Make Your Direct Mail Leave a Lasting Impression\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Ten Tips to Make Your Direct Mail Leave a Lasting Impression | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/","og_locale":"en_US","og_type":"article","og_title":"Ten Tips to Make Your Direct Mail Leave a Lasting Impression","og_description":"Let\u2019s consider 10 ways that your business can create posted communications that deliver a compelling return on your marketing budget.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/","og_site_name":"AW360","article_published_time":"2023-05-12T05:57:38+00:00","og_image":[{"width":1600,"height":900,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/05\/persons-hand-pulling-mail-out-of-a-mailbox.jpg_s1024x1024wisk20cxzwYRBcgEaKdIT3vxVwZi5zh4DSj7Tb-obzjJphyox0.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"Ten Tips to Make Your Direct Mail Leave a Lasting Impression","datePublished":"2023-05-12T05:57:38+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/"},"wordCount":866,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/05\/persons-hand-pulling-mail-out-of-a-mailbox.jpg_s1024x1024wisk20cxzwYRBcgEaKdIT3vxVwZi5zh4DSj7Tb-obzjJphyox0.jpg","keywords":["SMB"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/","name":"Ten Tips to Make Your Direct Mail Leave a Lasting Impression | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/05\/persons-hand-pulling-mail-out-of-a-mailbox.jpg_s1024x1024wisk20cxzwYRBcgEaKdIT3vxVwZi5zh4DSj7Tb-obzjJphyox0.jpg","datePublished":"2023-05-12T05:57:38+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/05\/persons-hand-pulling-mail-out-of-a-mailbox.jpg_s1024x1024wisk20cxzwYRBcgEaKdIT3vxVwZi5zh4DSj7Tb-obzjJphyox0.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/05\/persons-hand-pulling-mail-out-of-a-mailbox.jpg_s1024x1024wisk20cxzwYRBcgEaKdIT3vxVwZi5zh4DSj7Tb-obzjJphyox0.jpg","width":1600,"height":900},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/ten-tips-to-make-your-direct-mail-leave-a-lasting-impression\/4938\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Ten Tips to Make Your Direct Mail Leave a Lasting Impression"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/4938","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=4938"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/4938\/revisions"}],"predecessor-version":[{"id":15590,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/4938\/revisions\/15590"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/4939"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=4938"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=4938"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=4938"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=4938"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}