HeyJaredPaul Bobnak
- Indexed articles, last 90 days
- 7
- Latest publication
- Oct 1, 2026
- Outlet visibility, for Printing Impressions
- Top 5M sites
- Earliest in this view
- Jul 9, 2026
Latest articles
Direct Mail Through Consumer Eyes: The Lob Survey (opens the original)
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One of the most useful things you can do for a marketer is to look at a mail piece from the other side of the mailbox as the recipient. I think about this often when looking at a stack of mail that piles up or gets saved or sent to me. While waiting to get back home from PRINTING United Expo last week, I read through Lob’s 2026 State of Direct Mail Consumer Insights report. Yeah … I had a lot of time. Anyway, it’s based on a July survey of 2,000 adults. And as always, lots of food for thought ab
J. Peterman and How to Keep Your Brand Relevant (opens the original)
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For a generation or two, J. Peterman was a catalog. Or a character on Seinfeld. But for many people, probably neither. As a very infrequent customer and more often a Seinfeld fan, I had mixed feelings when I heard about the closing of the iconic catalog company a couple weeks ago. J. Peterman built a distinctive brand around unusual merchandise, evocative illustrations, and exquisite descriptions that made a pair of pants or a jacket seem like something you might discover on an adventure somewhe
Dolly Parton: Print and Mail Superstar (opens the original)
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Dolly Parton was a lot of things: music icon, songwriter, actor, businesswoman, philanthropist and, yes, a print-and-mail superstar too. Until she passed last week, that last one is not what I thought of first when hearing her name. But then again, I didn’t know much at all about the marvel that is her Imagination Library. It’s a book program that since 1995, has put more than 330 million books into the hands of children. That's a lot of print. What stands out to me though, is that these books m
Help Your Direct Mail Customer Feel Smart (opens the original)
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“Good marketing makes the company look smart. Great marketing makes the customer feel smart.” I thought about that quote from former HubSpot executive Joe Chernov recently and how it can be applied to direct marketing. The distinction that it makes gets at something that can sometimes get lost in all the talk in mail about messaging, positioning, and creative. For a company selling a product or service, the temptation is to make the mailpiece about the company. We’ve all seen this. “We’ve been i
Five Direct Mail Objections and How to Answer Them (opens the original)
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Somewhere in your direct mail pipeline right now, there’s a marketer who’s interested … but hesitant. Maybe they’ve heard that mail is too expensive, or they had a campaign flop a few years back. Or maybe they’ve never been given a compelling reason to stop spending every dollar on digital. Fortunately, the data has never been more in your favor. Here are five objections you’ll hear and how to answer each one with confidence. Sometimes a marketer is comparing cost-per-piece to cost-per-click, wh
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