How Big Brands Use Direct Mail — And How Local Businesses Can Win with It Too In today’s digital age, where inboxes are flooded and online ads are ubiquitous, direct mail stands out as a tangible and effective marketing channel. Recent campaigns by major brands like J.Crew, Amazon, and KURU Footwear prove that even in 2024, print marketing is not just alive — it’s thriving. J.Crew’s Catalog Revival After a four-year hiatus, J.Crew brought back its beloved print catalog in 2024. More than just a nod to nostalgia, this strategic move helped re-engage loyal customers and introduced new audiences to the brand. With high-end visuals, storytelling, and QR codes linking to online shopping, it bridged print and digital seamlessly. Amazon’s Personalized Mailers Amazon, the poster child for digital commerce, has embraced direct mail to drive targeted engagement. By mailing postcards and curated mini-catalogs, Amazon has reconnected with customers in a more personal way, offering exclusive deals and reactivating dormant users. KURU Footwear’s Retargeting Success KURU Footwear used direct mail to re-engage past buyers with a simple, well-timed postcard. The result? A 4.5% conversion rate and an 11.5x return on ad spend — proof that the right message in the mailbox still delivers Direct Mail: The Offline Channel That Cuts Through the Digital Noise Here’s the reality: Digital fatigue is real. Consumers are overwhelmed by pop-ups, banner ads, and promotional emails. In contrast, Direct Mail stands out because: It’s trusted and feels more secure than online content. It has a higher open rate — 80-90% compared to email’s 20-30% (Postalytics). It creates a memorable, tactile experience that digital formats can’t replicate. In a recent study, integrating Direct Mail into a campaign increased response rates by 63% and lifted ROI by over 160% when sent to existing customers (Franklin Madison). It’s Not Just for Boomers — Gen Z Loves Mail Too Think Direct Mail only works on older demographics? Think again. A recent report found that 72% of Gen Z consumers look forward to receiving mail — and feel disappointed when their mailbox is empty. For a generation raised on screens, physical mail offers a refreshing break and a real-world connection to your brand. The Stats Speak for Themselves According to a FedEx Office survey of 500 small business owners: 87% say printed marketing materials are effective in driving new business. 57% of 18–34-year-olds value flyers and brochures. 44% plan to increase their use of newsletters and Direct Mail in the coming year. If you’ve been relying solely on digital channels, now might be the time to reconsider. What Does This Mean for Local Businesses? At Our Town America, we’ve seen firsthand how effective Direct Mail can be — especially when it’s targeted, personalized, and timed right. Whether you’re: Welcoming new movers to your neighborhood Sending birthday postcards with exclusive offers Reaching entire communities through EDDM Driving digital engagement with QR codes and geofencing We help small businesses build real connections with customers that last. Final Thoughts Direct Mail isn’t outdated — it’s evolving. Major brands and local businesses alike are realizing its value. As part of a broader marketing mix, it offers real connection, high engagement, and measurable results. Ready to harness the power of direct mail? Let’s collaborate to create a campaign that drives engagement and growth for your business. Paula Maltez […]
Articles by Paula Maltez:
Clearwater, FL — Our Town America, the nation’s premier new mover marketing franchise, was recently named Best-in-Category in the Advertising & Sales on Franchise Business Review’s list of the Top Franchises for 2025. This marks Franchise Business Review’s 20th year recognizing top-ranked franchise opportunities based on feedback from actual franchise owners. In addition to this recognition, Our Town America was also honored in two other prestigious categories: Top Low-Cost Franchises – for offering a high return on investment with a lower initial entry barrier. Top Franchises for Women – recognizing brands that excel in support, inclusivity, and success among female franchisees. “Franchisee satisfaction continues to be the leading indicator of franchise performance and system health, and we are pleased to report that owner satisfaction among the 2025 Franchisee Satisfaction Award winners averages 30% higher than other franchise brands,” said Michelle Rowan, president and COO of Franchise Business Review. “Each of the award winners on this year’s list received stellar ratings in areas critical to franchisee success.” “We’re incredibly honored to be recognized once again for franchisee satisfaction,” said Michael Plummer, Jr., CEO of Our Town America. “This award is a reflection of the strong culture, support systems, and mutual trust we’ve built with our franchisees over the past 50 years — and it motivates us to keep innovating for the future.” To see the full list of 2025 Top Franchises, visit FranchiseBusinessReview.com. About Our Town America Founded in 1972, Our Town America is the nation’s leading new mover marketing franchise, helping businesses reach individuals and families who have recently relocated. Through a combination of direct mail, digital advertising, and personalized offers, Our Town America helps local businesses generate new customers and build lasting loyalty. The company supports a nationwide network of franchisees who deliver its proven, turnkey solutions to communities across the U.S. Learn more at www.ourtownamerica.com. About Franchise Business Review Franchise Business Review (FBR) is a leading market research firm serving the franchise sector. FBR measures the satisfaction and engagement of franchisees and franchise employees and publishes various guides and reports for entrepreneurs considering an investment in a franchise business. Since 2005, FBR has surveyed hundreds of thousands of franchise owners and over 1,300 leading franchise companies. Learn more at www.FranchiseBusinessReview.com. Paula Maltez […]
For over five decades, Our Town America has been the go-to partner for businesses looking to reach new movers and turn them into loyal, long-term customers. As the marketing world evolves, so do we. That’s why we’re proud to unveil a bold new brand identity — one that reflects our legacy, while embracing the future of marketing. “This brand refresh is more than a new look — it’s a reflection of who we’ve become and where we’re headed,” said Michael Plummer, Jr., CEO of Our Town America. “It reflects the energy and innovation we bring to the table every day.” Why the Rebrand? This transformation isn’t just cosmetic. Our rebranding is rooted in a strategic mission to better serve our clients and franchisees in an increasingly fast-moving world. Here’s what’s driving the change: A Fresh, Contemporary Look Our updated visuals, including a new logo and refined color palette, give us a modern edge while maintaining the trust and warmth our brand is known for. Enhanced Brand Recognition Consistency across print, digital, and in-person touchpoints helps Our Town America stand out and stay memorable in a crowded marketplace. Adapting to a Multi-Channel Marketing Approach From direct mail to digital geofencing, our solutions now span more channels than ever — and our brand now matches that reach and flexibility. Direct mail continues to prove its value — and it’s making a powerful comeback. According to WhatTheyThink, the direct mail market is projected to reach $37.3 billion by 2025, as businesses shift focus from mass outreach to personalized, high-impact connections. Why does it work? Because direct mail is tangible, trusted, and memorable. In a digital world saturated with messages, a well-designed mail piece can break through the noise — especially when it offers a warm welcome to someone new in the community. At Our Town America, we blend the proven impact of direct mail with data-driven targeting and thoughtful design, making it one of our most effective tools in driving local business growth. Strengthening Our Position as an Industry Leader As pioneers in new mover marketing, it’s essential that our brand continues to reflect our leadership, innovation, and commitment to local business success. “We’ve been doing this for over 50 years,” said Plummer. “This rebrand ensures we stay relevant for the next 50.” Behind the Brand The Home Icon: A simplified yet bold house symbol reinforces our dedication to helping businesses welcome new movers and build lasting community connections. Clean & Modern Aesthetic: The updated design features a streamlined, contemporary look to reflect our innovation and adaptability in an ever-changing marketing landscape. Refined Colors & Typography: The deep green represents trust, stability, and growth, while the golden accent symbolizes warmth, community, and new beginnings. Staying True to Our Roots While our look may be new, our mission remains unchanged: helping local businesses thrive by welcoming new movers into their communities. Our rebrand is more than a new aesthetic — it’s a renewed promise to deliver proven, powerful, and personal marketing solutions that drive real results. “I’m proud of this company we’ve not only built, but enhanced over the last years,” said Michael Plummer, Jr., CEO of Our Town America. “This rebrand marks an exciting new chapter — one that honors our legacy while embracing the future of marketing with fresh energy and purpose.” This is a milestone moment for Our Town America — and we’re excited to share it with the communities and businesses we serve every day. Paula Maltez […]
