Summer Gould

A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: summer.gould@eyecomm.org, on LinkedIn, or on Twitter @sumgould.

Heather Fletcher is senior content editor with Target Marketing.

In our compulsion to always be in the fast lane, it’s easy to forget that once upon a time, direct mail was our principal medium of marketing communications and not incidentally, made some of its best practitioners millionaires.

Postage prices increase on Sunday. In the bellwether price rise, Forever stamps increase a penny. “Mailing Services product prices [go up] approximately 1.9 percent, and most Shipping Services products will average a 3.9 percent price increase,” according to the USPS.

At age 12, the oldest members of this generation watched the banking crisis unfold and their parents suffer through the Great Recession, then the jobless recovery. While this may be bad news for financial services marketers, it’s great news for the rest of the advertisers.

Millennials will have a cumulative $1.4 trillion in spending power by 2020. Because they are known as digital natives, many people thought direct mail was a bad way to reach them. However, this has shown itself to be untrue: Millennials like getting mail!

So what is Neuromarketing? It’s marketing that focuses on the brain. Since the brain makes all of our decisions, we should target our marketing there. Most current direct mail marketing is focused on upper brain function that involves reasoning, sometimes with emotion. This is the wrong approach.

This is a very common question our clients ask, especially the smaller ones. They need to know if they should be A/B testing. The easy answer is "yes."

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