Retail store marketing, from the sale catalog to the release text

The three campaigns. Three campaign concepts are researched for this vertical: a seasonal sale-event catalog or postcard campaign; a product/collection-launch Meta campaign with retargeting; and an exclusive-release or purchase-reward SMS campaign.

What the sources name. The retail direct-mail research names targeted sale catalogs and postcards and first-look self-mailers, and records that evidence also supports personalized direct-mail reactivation for retail customers.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

direct mail marketing services →targeted direct mail →postcard mailing services →

What the sources name. The retail Meta research names product or collection creative and the retargeting of site and product viewers.

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.

Meta, Advertising Standards

FTC advertising guidance for small business states that advertising must be truthful and non-deceptive, that advertisers must have evidence to back up their claims, and that advertisements cannot be unfair; an ad is deceptive if it contains a statement, or omits information, that is likely to mislead consumers acting reasonably under the circumstances and is material to a consumer's decision to buy or use the product. When the disclosure of qualifying information is necessary to prevent an ad from being deceptive, the information should be presented clearly and conspicuously so that consumers can actually notice and understand it.

FTC, Advertising FAQ’s: A Guide for Small Business

digital advertising services →

What the sources name. Consent-based retail SMS can promote exclusive releases and reward in-store or online purchases.

CTIA's Messaging Principles and Best Practices state that Message Senders should support opt-in mechanisms and that messages should be sent only after the Consumer has opted-in to receive them, and list entering a telephone number through a website, clicking a button on a mobile webpage, sending a message from the Consumer's mobile device that contains an advertising keyword, and signing up at a point-of-sale or other Message Sender on-site location among the mechanisms by which a Consumer might demonstrate opt-in consent; Message Senders should also document opt-in consent by retaining, where applicable, the timestamp of consent acquisition and the consent acquisition medium among seven kinds of data.

CTIA Messaging Principles and Best Practices, May 2023, §5.1.2

CTIA's Messaging Principles and Best Practices state that Message Senders should ensure that Consumers have the ability to opt-out of receiving Messages at any time, should support multiple mechanisms of opt-out, and should acknowledge and honor all Consumer opt-out requests by sending one final opt-out confirmation message per campaign; and that Message Senders should not use opt-in lists that have been rented, sold, or shared to send messages and should create and vet their own opt-in lists.

CTIA Messaging Principles and Best Practices, May 2023, §§5.1.3–5.1.4

direct mail and digital marketing →

The print formats. Print formats for this vertical: catalogs; postcards; mini-catalog/self-mailers; sale-event flyers.

In house. Printing at MBI is commercial and variable-data printing, in-house.

printing services →local business marketing →

One team. MBI is one company that plans, produces, and delivers its work from a single team in DeLand, Florida, and data, print, and delivery have been in-house since 1989.

USPS Domestic Mail Manual 201.1.2.1 sets card-price standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, with cards more than 4-1/4 inches high or 6 inches long, or both, required to be a minimum of 0.009 inch thick; not more than 4-1/4 inches high, 6 inches long or 0.016 inch thick for each stamped card or each half of a double-stamped card or double postcard; and not more than 6 inches high, 9 inches long or 0.016 inch thick for each postcard. Card-price pieces must be within an aspect ratio (length divided by height) of 1.3 to 2.5 inclusive, with the exception that mailers may use an 11-inch by 8.5-inch sheet to create four identical-size postcards.

USPS Domestic Mail Manual 201.1.2.1

personalized direct mail →direct mail cost →