Why Custom Direct Mail Still Works
In a world full of emails, texts, and digital ads—your mailbox is now a place where your brand can stand out. Custom direct mail isn’t dead. It’s thriving. Why? Because people still open their mail, and they remember what they hold in their hands.
Local businesses especially benefit from this tactile experience. Unlike online ads that vanish with a scroll, direct mail lingers on kitchen counters, office desks, and bulletin boards. It gets seen. It gets read.
Here’s what the numbers say:
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90% of direct mail gets opened, compared to about 20–30% of emails.
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Response rates for direct mail are 5–9x higher than digital alone.
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Brand recall is 70% higher when marketing is delivered via print.
That means if you’re trying to get noticed in your community—custom mailers give you an edge.
What Is Custom Direct Mail?
Custom direct mail is exactly what it sounds like—print materials designed specifically for your audience. No cookie-cutter templates. No generic “To Current Resident.” We’re talking about name-recognition, relevant messaging, and brand consistency that feels personal.
At Wallace Graphics, we help businesses design and print:
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Postcards – Quick-hit promos, flash sales, event invites.
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Brochures – Great for showcasing multiple services or new offerings.
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Flyers & Inserts – Perfect for local newspaper inclusion or shared mail bundles.
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Personalized Letters – Ideal for one-on-one communication or high-end clientele.
Each piece is printed with precision and attention to detail—because quality reflects your brand.
How Custom Direct Mail Fuels Local Business Growth
Custom direct mail works best when it’s built to speak directly to the community you serve. Whether you’re a boutique, gym, dentist, or real estate agent, print campaigns can bring real-world results.
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Brand Visibility – Show up where your audience lives, works, and shops.
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Trust Building – Professionally printed mail creates a sense of legitimacy and consistency.
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Foot Traffic – Promote limited-time offers, coupons, or seasonal events.
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Loyalty – Send “thank you” cards, VIP discounts, or exclusive member invites.
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Marketing Mix Boost – Direct mail reinforces your online presence when done together.
Here’s why this matters: people trust local businesses more when they see them in their everyday lives—not just online.
Why Personalization Makes All the Difference
Generic mail feels like noise. Personalized mail feels like a conversation. And that difference is huge.
Personalized direct mail uses variable data printing (VDP) to customize pieces for each recipient—by name, location, purchase history, and more. Imagine sending a coupon for a product someone just browsed online. Or welcoming a new homeowner with a mailer about your landscaping services.
What happens when you personalize?
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Open rates jump
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Response rates improve
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Customers feel seen and valued
At Wallace Graphics, we help businesses craft these targeted experiences through data-driven print campaigns.
Best Practices for a Winning Direct Mail Campaign
Want to get the most out of your campaign? Here’s how to make it count:
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Know Your Audience – Use data to segment by demographics, interests, or location.
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Strong Call to Action – Give them a reason to act: discounts, deadlines, limited spots.
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Great Design – Use bold colors, clear messaging, and professional finishes to stand out.
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Test & Track – Use unique promo codes or QR codes to measure results.
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Choose a Trusted Print Partner – Local expertise can save you time, money, and headaches.
Need help with design or messaging? Our marketing team can step in to support every stage of your campaign.
Working with Wallace Graphics
Here’s what you get when you partner with us for your direct mail campaigns:
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Fully Custom Campaigns – We help you plan, design, and print custom mail pieces that reflect your brand.
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Fulfillment Included – From print to post office, we handle the logistics.
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Expert Support – Our team walks with you from concept to completion.
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Sustainable Options – Ask about our eco-friendly paper stocks and ink choices.
Explore more about our direct mail services or check out our fulfillment solutions to see how we simplify the whole process.
Ready to Grow Your Local Business?
Imagine more foot traffic, more phone calls, and more local buzz—without relying solely on digital ads. That’s what smart direct mail can do for you.
Wallace Graphics has been helping local businesses stand out for over 30 years. We’re not just a printer. We’re your partner in visual communication.
Let’s get started today.
Fill out our contact form or call us at 770-723-0202 to talk about your next campaign.
