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Printing Industry Exchange ( is pleased to have Steven Waxman writing and managing the Printing Industry Blog. As a printing consultant, Steven teaches corporations how to save money buying printing, brokers printing services, and teaches prepress techniques. Steven has been in the printing industry for thirty-three years working as a writer, editor, print buyer, photographer, graphic designer, art director, and production manager.

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The Printing Industry Exchange (PIE) staff are experienced individuals within the printing industry that are dedicated to helping and maintaining a high standard of ethics in this business. We are a privately owned company with principals in the business having a combined total of 103 years experience in the printing industry.

PIE's staff is here to help the print buyer find competitive pricing and the right printer to do their job, and also to help the printing companies increase their revenues by providing numerous leads they can quote on and potentially get new business.

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We have kept the PIE system simple -- we get a monthly fee from the commercial printers who belong to our service. Once the bid request is submitted, all interactions are between the print buyers and the printers.

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3 Ways Direct Marketing Can Help You Over Email Marketing

We’re at the point where technology has drastically changed how we communicate with people. Using an email client, a social media site, or even a smartphone, we can exchange messages to other people in just seconds. For companies, however, the success in which the recipient will respond to your inquiries may vary, even if you manage to obtain their email address via lead generation.

This is why direct mail is still relevant. While it takes much longer to get to your recipient’s address, a physical piece of mail comes with many benefits over an email, which can play a part in the recipient signing up or making that purchase you were hoping for. Here are three reasons to start a direct mail marketing campaign over one involving email.

Direct Mail Can’t Be “Deleted”

Many companies prefer to go with email because it takes less time to create and send. However, the recipient can also take as much time to disregard and delete the email from their inbox, never being read apart from perhaps the subject line. Many web users have been conditioned to ignore emails they feel are spam, even if companies are legitimate and serious with their inquiries.

Direct mail can’t be discarded in the same way. While it can be tossed in the trash, recipients can still find curiosity to open an envelope to find out who it’s from and what they are offering. At the very least, your potential customer can at least make an effort to read the message before they make a decision.

Direct Mail Is Convenient

Direct mail can contain one of many marketing materials you can order from online printing sites, such as stationary, brochures, business cards, postcards, and more. These things can contain important information like an address, phone number, or special code. Anything useful for your recipient to want to use later can be placed on a desk or nightstand or in a pocket, purse, wallet, or bag, and will be very handy when using a phone or computer at the same time.

While emails and other messages can be saved on a smartphone or computer, the access and convenience of a small piece of paper can’t be beat. Should your leads also recommend your business to others, this material can be easily passed on without needing to use the internet and looking for it on an inbox.

Direct Mail Can Be Personalized

Presentation is another reason direct mail is more appealing to leads. A printing company can be able to create a custom set of envelopes for you to invite people to open. You can include your brand colors, freebies, and even a personalized message as if you’re talking to the recipient directly.

Simply put, an envelope has much more to pitch than a subject line in an email. As subject lines only consist of one line of text, they’re not really flattering in the eyes of inbox owners. And even any attempt to try to be creative and attractive just makes the email resemble spam.

Though email is the dominant means of marketing to potential leads, the success that businesses experience is rather hit and miss. Direct mail, however, is still effective in making new customers and introducing them to your business while also giving them something appealing in terms of promotion and incentive.


While email marketing is the most common way of marketing to potential buyers, there is still an appeal to choosing direct mail. This physical mail can invite recipients to open it, is more convenient, and allows you to be more creative.


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