What is the Best Delivery Day of the Week for Direct Mail?

Monday– Monday is generally the day when the most household mail is received. Avoid the risk of your direct mail campaign having to fight for attention by finding another day for your direct mail campaign to be received.

Tuesday, Wednesday, and Thursday– Delivery between Tuesday and Thursday is considered optimum. This is because recipients are well into the working week and likely to be going home that night. Nicely packaged attractive direct mail will be received well. These days are sufficiently far away from the weekend for households to be actively working and not in “weekend mode”.

Friday/Saturday– It’s best to avoid Fridays and Saturdays as households will be in “weekend mode”. Many households will be away for the weekend and often just throw away the direct mail they receive.

Postage Stamps Are Going To The Dogs

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The USPS honors the nation’s brave and loyal military working dogs with a new booklet of 20 stamps. Each block of four stamps features one of each of the following breeds serving in America’s armed forces. Click on the links below to view a short video about each breed.

German shepherd

Labrador retriever

Belgian Malinois

Dutch shepherd

The background of each stamp features a detail of a white star. A star appears in the center of each block. The stylized digital illustrations are in red, white, blue, and gold to represent the American flag and patriotism.

Do's and Don’ts for Direct Mail

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Here a few tips to ensure a successful direct mail campaign:


  • Position yourself as an industry expert by offering fun facts and tips.

  • Offer creative promotions, such as BOGO (buy one, get one), or even upgrade coupons (large pizza for the price of a small).

  • Include a time limit on promotions, such as “redeem this offer within 30 days!”

  • Promote a bundle or group of products or services together, showing the itemized pricing for each. Then promote a discounted bundle price for value savings when purchased together.

  • Offer something free, such as a free item with purchase. For example, a free shampoo with a haircut, or free car wash with $XX gas purchase.


  • Forget to follow up. For those who respond, remember to send a simple thank you note or send an exclusive coupon to show your appreciation. If they haven’t responded yet, grab their attention by sending them an offer they can’t refuse.

  • Allow significant gaps between mailings. Ensure your business remains top of mind by sending monthly or even quarterly mailings.

  • Forget campaign tracking. Use unique codes to track and measure advertising ROI.

If you need help creating professional marketing materials that boost sales and awareness, our creative team would love to help. Give us a call today at (616) 957-6245!

Don't Waste Space!

Don’t limit your mailing panel to just basic mailing information. Use the additional space to draw attention to your company/product/cause/etc. at no additional cost. Add additional personalization to create even more impact.

Contact us with any questions regarding address placement and other design requirements.

Basic address panel:

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Attention grabbing address panel:

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Package shipping just got a little harder!


The USPS has implemented Dimensional Weight (DIM) pricing for Priority Mail Express and Priority Mail parcels as well as Parcel Select parcels. Dimensional weight is calculated by multiplying the length of the package by the height and then by the thickness. If the sum of these three measurements is over 1728 inches, then you have to pay a higher postage amount.

Let us take the complication out of shipping for you. We can ship and even fulfill all of your packages leaving you to focus on your business. And our distribution systems allow us to offer addition shipping options that will save you money.

Call (616) 957-6245 or e-mail ssmith@wamgr.com to get your shipping quote.

What Is the 40-40-20 Rule of Direct Marketing?

The Most Important Part of Your Marketing Campaign

Marketing expert Ed Mayer developed a principle of marketing design which states that 40 percent of the success of a marketing campaign is based on reaching the right audience, another 40 percent is based on the offer you are making, and the remaining 20 percent is based on various other factors such as presentation and format.

The list. We all know that reaching the right people is the key to any marketing campaign, but who are the right people? The first step in finding the right people isn't selecting the lists; it is creating an audience profile.

Creating an audience profile(s) can be much tougher than finding lists. And if you can't develop a detailed profile, how can you begin to find lists that match that profile?

The offer. The direct response offer is one of the most powerful tools available to us. Remember that the response is a direct relationship to the level of commitment you require of your prospect. The higher the commitment (higher price, less-flexible terms), the lower the response rate will be.

This is not to discount the importance of the offer presentation. You have to get your audience's attention, and the presentation does that.

But no matter how appealing the offer presentation is (e.g., buy one, get one free), if the terms are unattractive (e.g., if the price is too high), response will be disappointing. The success of your offer depends on both parts.

The Creative. "Creative," meaning copy and design, plays a role in both the message and the format, but that’s only part of the process.

Finding the right message means identifying the most important and most relevant sales message(s) for a given audience segment.

Once you find the right message, the creative finds ways to communicate that message through teaser copy, headlines, subheads, illustrations and copy approaches.

Finding the right format means choosing from an assortment of direct mail formats: a letter package, self-mailer, postcard or maybe even a three-dimensional piece. In selecting a format, consider whether it provides enough space or enough components to make your case effectively. And your format needs to make sense financially.

-Bob McCarthy, McCarthy & King Marketing Inc.

WAM has the expertise you need with your lists, offers and creative. Contact us at 616.957.6245 for assistance with your next marketing campaign.