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Direct mail company wins Postal Service award

May 25, 2015
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Direct mail company wins Postal Service award
Amer Gerzic. Courtesy Extend Your Reach

A direct mail company is one of 20 businesses to be recognized by the U.S. Postal Service for its pairing of direct mail with marketing technology.

Extend Your Reach, formerly Presort Services, said that it received the 2015 Mail Technology award earlier this month during the National Postal Forum, which was held in Anaheim, Calif.

The award recognizes companies in the mail industry that have taken steps to “implement new technologies and best practices to maximize efficiencies.”

The company operates offices in Grand Rapids and Lansing.

Direct mail campaign

Extend Your Reach earned the award for a direct mail campaign it created for a client based in Texas.

The campaign integrates direct mail with digital marketing elements, including personalized web addresses, known as pURLs, and custom quick response, or QR, codes that, when scanned, direct each recipient to their own landing page via a mobile device. The pURLs direct customers to the same personal landing page.

The campaign relies on variable data printing, a process which allows different text, images and colors to be added to each mail piece as it's printed, based on the recipient's demographic and geographic data.

The goal of incorporating technology into direct mail is twofold, according to Paulette Lane, marketing director, Extend Your Reach: first, to capture prospects' attention and make it as convenient as possible for them to act on the offer; and second, to provide an efficient way to measure and report the results of the campaign.

Evolving business

Amer Gerzic, president of Extend Your Reach, called the award an honor and said the company has “long understood that mail would evolve to stay relevant and that we would need to evolve with it.”

Gerzic said Extend Your Reach has done that by focusing on “innovation and on determining how we can use mail and technology to best serve our customers.”

Today, the 30-year-old company offers integrated marketing, graphic design and print services. 

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