Postal Promotions – Performance – Power of Phygital! 

In this episode of Color Bar, hosts Betsy Davis and Kim Opdyke dive into the evolution of direct mail with two industry powerhouses — Chris Lien, EVP of Postal Affairs at BCC Software, and David Rosendahl, Co-Founder and President of MindFire Inc.

Together, they unpack how technology, automation, and real-time tracking are turning traditional mail into a smart, data-driven powerhouse that marketers can finally measure, optimize, and integrate seamlessly with digital campaigns.

From 2026 USPS promotions and catalog creativity to the truth that the mailbox is the one channel you can’t turn off, this episode explores how direct mail is reclaiming its spot in the modern marketing mix — delivering performance, personalization, and a serious dose of phygital power.

If you thought mail was old school, think again — this is where print meets predictive.

Explore the next level of data-driven marketing—from micro modeling to ultra match—plus why direct mail is still a powerful player in personalized campaigns.

🎙️ In Episode 3 of Color Bar, we welcome Phil Corbett, VP of Strategy at Analytic Marketing Partners (AMP Analytic), for a deep dive into smarter data strategy and campaign performance.

Phil recently joined Sandy Alexander as a panelist at the Glimpse Hyper-Personalization event, and now he’s here to unpack the tools and tactics that are transforming the landscape—from Micro Modeling and Super Variables to Ultra Match and Conquest Marketing.

You’ll also hear why direct mail still matters, especially when paired with predictive analytics and precision targeting.

If you’re into hyper-personalization, campaign optimization, or anything that actually moves the needle—you’ll want to queue this one up.

Ready to level up your direct mail game?

Watch how Sandy Alexander brought personalization to life for our Glimpse Hyper Personalization Event. This behind-the-scenes video takes you through every step of how we turned data into design—and design into impact.

In this short how-to, you’ll see how we:

• Used AI to drive personalized creative
• Integrated data with Variable Data Print (VDP) software
• Ran the campaign through our digital press, straight to the mailbox

It’s a real-world look at how AI, data, and print tech come together to deliver smarter, results-driven direct mail.

Unlock the Full Potential of Hyper-Personalization

AI has transformed marketing, enabling brands to anticipate customer needs like never before. Imagine delivering highly tailored content across every channel—including direct mail—at scale. Every communication can be crafted to match individuals’ needs and interests while enhancing their loyalty and increasing conversion. Marketers are taking personalization to the next level with Hyper-Personalization—leveraging AI to create data-driven, one-to-one experiences that boost loyalty and conversion.

The United States Postal Service (USPS) has unveiled their 2025 Promotions

—a strategic lineup designed to help businesses enhance customer engagement, increase response rates, and lower mailing costs. With innovative incentives, these promotions encourage the integration of technology and creativity into direct mail campaigns.

In today’s dynamic marketing landscape, combining direct mail with digital campaigns isn’t just smart—it’s essential.

 By leveraging both physical and digital touchpoints, brands can increase engagement, amplify their message, and drive higher conversion rates.

Partners:

Enhance patient journeys by combining Cured’s digital marketing with Sandy Alexander’s direct mail

Expand your digital marketing initiatives with our new direct mail capabilities to reach more patients. We are excited to announce our partnership with Sandy Alexander, the HIPAA-compliant print and direct mail marketing leader. Integrating direct mail into Cured’s platform capabilities allows healthcare marketers to reach populations with limited digital access, collect first-party data, and capture patient interest. Sending the right message at the right time in the right channel leads to new growth and higher patient engagement. We are thrilled to have found the right partner in Sandy Alexander to enable print and direct mail channels.

We ensure our customers’ data remains protected with the highest security and compliance standards. In one click, securely export your audience data for direct mail use. Leveraging Cured’s audience-building functionality and contact data allows you to personalize your outreach, like adding the recipient’s first name or changing an image based on gender or location.

Combining our industry-leading digital marketing platform with Sandy Alexander’s leadership in direct mail gives our customers access to holistic patient journeys that drive more revenue for healthcare organizations and better outcomes for patients. Sandy Alexander has extensive experience working with the compliance standards of healthcare customers in the payer and provider segments and has a proven track record of consistently delivering a differentiated, high-quality print and direct mail product.

In practice, we often recommend a Curation that notifies new residents about your primary care offerings in their area. This Curation aims to convert new residents into loyal patients by establishing care with a primary physician at a local facility. To start, you build a geography-based audience by targeting new residents within a 10-mile radius of one of your primary care facilities. The Curation begins by sending a direct mail flier pointing the resident to clinics close by to claim a welcome gift (first aid kit) and schedule an initial visit. In doing so, we point the prospective patient toward a form fill that captures their relevant contact information for future engagement through digital channels. Then the direct mail flier is followed-up with a two-email series to drive engagement with your healthcare organization. This Curation fosters an awareness of your healthcare organization amongst new movers and leads new residents to become patients within your system. The patient journey doesn’t stop there. The first visit is just the beginning of the provider-patient relationship.

About Sandy Alexander 

Sandy Alexander, Inc. is one of the largest high-end commercial graphic communications companies in the nation, serving the needs of Fortune 500 companies and other enterprises from coast to coast. Sandy Alexander’s broad array of services include digital solutions, sheetfed and web printing with in-line finishing/personalization, wide and grand format, and printing for retail visual merchandising. Sandy Alexander provides impactful and efficient printing for any campaign regardless of substrate, size, or quantity. Sandy Alexander is a leader in protecting the environment with dedication to wind energy, SGP certification, and tri-certification for chain-of-custody sustainability paper. For more information, visit: www.sandyalexander.com.

SA Guide to USPS Postage Increases & How to Save

Another postage increase? No problem.

Our team of Direct Mail experts leveraged their knowledge to help our fellow marketers understand what was increasing in price, and a few promotions offered to help negate it. Here we are just shy of a year later, and the USPS has announced another round of increases for DM, as well as a schedule for 2023 and beyond. We’ve had our team do the same research, and we hope to outline our “guide” to navigating these upcoming USPS postage increases AND how to save your marketing dollars in the process.

In April, the USPS filed a notice with the Postal Regulatory Commission (PRC) requesting price changes to take effect July 10, 2022, that are in accordance with approvals provided by the PRC last year. This notice announced the intent to increase First-Class mail by 6.5%, in line with the increased inflation of the current economic landscape. In addition, the USPS released its intention to begin price adjustments twice per year, beginning in January 2023, known as Market Dominant Price Adjustments. These will take place approximately every six months.