Hartford Business Journal

HARTFORDBUSINESS.COM | NOVEMBER 3, 2025 19 Hogan said. "We don't use AI for any of our artwork, more for task management," she said. "Our data team sometimes uses AI to make workflows, that kind of thing. But it's not used for anything directly. AI is not creating any mailers. It's not choosing routes for mailing." While she concedes that other direct mail marketing firms may use AI in those ways, The Best Postcards believes clients still "really like a human touch." She noted that while AI can create images, it's often difficult to edit them. "You have to go back to the drawing board each time," Hogan said. "Whereas with our designers, they're doing the same thing AI can do," but also can quickly make changes desired by clients. Better ROI That human connection, Hogan said, is also why direct mail remains a powerful marketing tool for businesses competing in a digital world. "What we find is that for every 10 pieces of mail you're getting, you're getting 100 emails," Hogan said. "Are you opening those emails?" She noted that most people delete a marketing email without opening it. When that happens, potential customers don't see color schemes, logos or any branding, she said. "Whereas when it comes to you in the mail, even if you get five of them a day, you're going to remember it," Hogan said. Charles Brooks, professor and chair of the marketing department at Quinnipiac University's School of Business, said digital marketing has ironically helped revive interest in direct mail by creating "digital fatigue" among consumers bombarded with emails and pop-up ads. "It's becoming much easier to block digital ads," Brooks said. "So in those cases, direct mail provides another avenue for companies to be able to reach consumers." While consumers can opt out of email or text messaging, he added, "there's really not that option to opt out of a direct-mail piece that shows up in your mailbox." Hogan said that while digital marketing can sometimes be cheaper, it doesn't always generate the same results. "It's all about getting that piece in the mail, and you have to physically touch it," she said. "You have to look at it before you're putting it away some- where or throwing it away." A 2023 survey from Statista found that direct mail campaigns had a 160% return on investment — outperforming email, paid search, digital displays, social media and text messaging. Brooks said some companies, including luxury brands, are now blending both approaches through "trigger mailing," in which a consumer's website visit prompts a physical mail piece to be sent to their home. "They may not be able to identify your email," he said, "but they can identify your physical address, and that will trigger these direct-mail pieces." The hope is, he added, "that you're going to go back online and finish that purchase." Helping businesses boost their return on investment, Hogan said, involves far more than mailing postcards. The company also helps clients keep their names visible through equipment stickers, door hangers, yard signs and valve tags — anything that puts a business in front of customers when they need a service. "So, as long as you're branding, you're going to be successful, because those people are going to remember who you are," Hogan said. Building brands Hogan, 33, has built her career at The Best Postcards from the ground up. She got her start in direct mail marketing while studying criminal justice and forensics at the University of New Haven, taking a part-time job at an established business, where Ettinger worked. When Ettinger left to start The Best Postcards, he invited Hogan to join him. She eventually left college to work full time at the company, moving up from graphics assistant to office assistant before leading its email department. She was later promoted to operations manager and, in 2020, became chief operating officer. "I'm helping people build their compa- nies and helping people build their brands," Hogan said. "I love what I do." A staff member removes materials from a laser printer, one of five owned by The Best Postcards at its facility in Cheshire. HBJ Photo | Dave Krechevsky Local Roots, Regional Reach Pictured within this map are just some of the most recent commercial projects that have been financed by Dime Bank. Whatever your commercial lending needs are, Dime's experienced lenders are committed to helping your business and local community thrive. $3,500,000 Waterford $9,600,000 Enfield $580,000 Manchester $980,000 Marlborough $220,000 Norwich $7,750,000 Mansfield $1,100,000 Farmington $4,200,000 Hartford $1,188,000 East Hartford $8,500,000 East Granby $4,050,000 Plymouth NMLS ID #493990 EST. 1869 | MEMBER FDIC Community Banking Lives Here ™ dime-bank.com • 860.859.4300 • Colchester | East Lyme | Glastonbury | Ledyard | Manchester | Montville New London | Norwich: Broadway, Corporate, Norwichtown Stonington Borough | Taftville | Vernon | Westerly, RI Is your business next? Charles Brooks

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