Author Archives: jclehman

Here’s what most people get wrong about designing print materials: they think the words are doing all the heavy lifting. They’re not. The font is carrying some of the lift, too.

You’ve nailed the design. Your mailing list is perfectly targeted. Your call to action is crystal clear. Everything should work. Then your campaign lands in mailboxes at the wrong time. Response rates tank.

Wide-format printing is booming. It’s not just because bigger is flashier. There are some genuinely smart reasons why more businesses are investing in it.

A truly optimized marketing strategy starts with physical materials (direct mail, postcards, brochures, catalogs), then reinforces those touchpoints with digital follow-up. Instead of treating print as an afterthought or a “nice to have,” fully optimized marketing uses print as the foundation of your marketing to engage your audience, then uses email and digital channels to extend the conversation.

Direct mail is one of the most personal channels in a marketer’s toolkit. When someone holds your postcard, they are holding your brand. That moment is brief, but it is yours to own.

AI has changed the face of marketing, and not just for the businesses using it. It has reshaped consumer expectations across the board, which means even businesses not deploying AI tools are feeling its effects.

There’s a common assumption floating around marketing circles that print is on its way out. Why bother with a postcard when you can send an email in seconds? It’s a fair question, but the numbers tell a very different story. Direct mail isn’t just surviving in the digital age; it’s actively pushing people online and turning browsers into buyers.

Need images for your direct mail pieces? Brochures? Social media posts? For many marketers, AI is the first place they turn. Certainly, AI offers a tantalizing deal: unlimited visuals, zero photoshoots, and creative freedom that laughs at physics. The reality? It’s complicated.