The Amazing Authorities Podcast
Episode: The Reinvention of Direct Mail: How Jesse Mansfield Blends Legacy Printing, Creativity & Multi-Channel Marketing for Massive ROI
Host: Mitch Carson
Guest: Jesse Mansfield (Owner, The Print Shop, Austin, TX)
Date: December 1, 2025
Episode Overview
This episode explores how direct mail—a long-established but often overlooked marketing channel—is achieving massive ROI when uniquely blended with creativity and integrated digitally for multi-channel impact. Host Mitch Carson, himself a former print industry insider, interviews Jesse Mansfield, a third-generation printer whose company is reimagining what print and direct mail can achieve today. They dive deep into the enduring power of direct mail, how to creatively elevate traditional print, and what it takes to merge legacy marketing with modern digital strategies.
Key Discussion Points & Insights
Jesse’s Legacy & Unconventional Journey
- Third-Generation Printer: Jesse shares that his journey began in his grandfather's print shop, established nearly 40 years ago.
- “It was my grandfather’s business. So I’m a third generation printer… I kind of grew up into it.” (01:30)
- Entrepreneurship & Return: Though he left for a tech career, Jesse returned because of his passion for print and entrepreneurship, and a desire to carry on the family business.
- “If you can do printing, you can do anything.” (02:25)
- “I came back about a year ago to carry the company forward.” (02:54)
Current State of Print & its Challenges
- Demographic & Knowledge Gaps:
- Few young people are entering print. Jesse points out the high skill and capital barriers, and how there’s a generational gap in “knowing the business.”
- “There’s no millennials or Gen Zs… Nobody’s starting a printing company. They don’t have the skill sets. They’re not teaching it, where do you learn it?” (03:43)
- Print shops closing means those who remain have a unique opportunity.
- Few young people are entering print. Jesse points out the high skill and capital barriers, and how there’s a generational gap in “knowing the business.”
- High Barriers, High Rewards:
- Print and particularly direct mail are expensive; that's an advantage, not a flaw:
- “Print and direct mail is very expensive. Lean into that. Don’t try to make your print as cheap as your email… if you’re going to do print, invest in it.” (06:46)
- Print and particularly direct mail are expensive; that's an advantage, not a flaw:
The Unique Power of Direct Mail
- ROI on High-Value Offers: Print’s cost is justified by targeting high-ticket sales.
- “If your mail cost, the cost of buying the client…is ten bucks, well worth it. And if it’s a hundred, you know, two hundred, a thousand—oh my gosh, it’s totally worth it.” — Mitch (05:50)
- Impression and Memorability: Tactile, creative mailers break through digital noise in a way email never can.
- “You can’t make the email come out of the screen.” — Jesse (07:26)
- Creativity = Results:
- Dimensional pieces, unusual formats, and premium objects drive attention and action.
- Case study: Mitch tells of sending a crumpled sales letter inside a miniature metal trash can (“We’re tired of our sales letters being thrown in the trash, so we saved you the time today.”) leading to a memorable and effective campaign. (08:09–09:45)
Direct Mail as Brand Reinforcement
- Beyond Acquisition:
- Jesse emphasizes that direct mail excels at turning customers into “raving fans” and long-term promoters.
- “Before you should ever even touch [cold advertising]… you should be touching your current clients and turning them into raving fans and referring you.” (16:08)
- Example: The DigitalMarketer.com welcome kit, including branded stickers, certificates—fulfillment pieces that keep the brand top-of-mind. (14:40–15:49)
- Jesse emphasizes that direct mail excels at turning customers into “raving fans” and long-term promoters.
- Memorabilia & Permanence:
- These premium pieces often become lasting reminders, value beyond the initial offer.
Integrating Direct Mail and Digital Marketing
- Multi-channel Synergy:
- Direct mail now seamlessly connects with digital:
- “You have QR codes… all can be personalized… There’s Pearls, so personalized URLs… and when they hit your landing page, you’re spiking them with a cookie.” (18:34–19:45)
- List Append:
- “Before they even have to interact with the mail piece, they’re starting to see your ad in their Facebook feed, their Instagram feed, … Google display network…” (20:53–21:19)
- Direct mail now seamlessly connects with digital:
- Direct Mail as the Anchor:
- Despite the array of digital tools, the physical mail piece delivers the core impression and has gravitational marketing impact.
- “…the direct mail piece is the anchor. It’s the thing that makes the most impression. And if you do it right, it’s something that they keep and interact with.” (21:27)
- Despite the array of digital tools, the physical mail piece delivers the core impression and has gravitational marketing impact.
Notable Case Stories
- Freeze-Dried Sushi Campaign: An agency sent freeze-dried sushi to telecom execs, ensuring not just delivery, but sustained in-office buzz—“and you can guarantee that they got the meeting.” (11:30–12:00)
Notable Quotes & Memorable Moments
- On Legacy & Barriers:
- “There’s no millennials or Gen Zs… nobody’s starting a printing company. They don’t have the skill sets. They’re not teaching it.” — Jesse (03:43)
- On Direct Mail Investment:
- “Print and direct mail is very expensive. Lean into that… If you’re going to do print, invest in it.” — Jesse (06:46)
- On Breaking Through:
- “You can’t make the email come out of the screen, you know—by the shirt tail.” — Jesse (07:26)
- On the Power of Creativity:
- “We crumpled up [the letter] and said: As you see, we’re tired of our sales letters being thrown in the trash. So we’ve saved you the time today.” — Mitch (09:02)
- On Client Loyalty:
- “The most expensive customer you’re ever going to get is a cold customer… you should be touching your current clients and turning them into raving fans.” — Jesse (16:08)
- On Integration:
- “The direct mail piece is the anchor. It’s the thing that makes the most impression.” — Jesse (21:27)
Timestamps for Key Segments
| Timestamp | Topic | |-----------|-------| | 01:30–02:54 | Jesse’s family printing business origin story | | 03:43–04:19 | Lack of new generation in print—opportunity and barriers | | 05:50–06:46 | High ROI from expensive, creative direct mail | | 08:09–09:45 | Legendary dimensional mail “trash can” campaign | | 10:16–12:00 | Creative case studies: freeze-dried sushi, B2B activation | | 14:40–15:49 | Brand loyalty: DigitalMarketer.com’s welcome kits, certificates | | 16:08–16:29 | Raving fans and internal customer marketing | | 18:34–19:45 | Integrating direct mail with digital: QR codes, pearls, cookies, tracking | | 20:53–21:27 | “Appending” lists—omnichannel retargeting | | 21:27 | Direct mail as the “anchor” of a campaign |
Conclusion & Next Steps
- Part Two Teaser: Mitch and Jesse agree there’s much more to discuss, especially on personalized URLs, creative clues in mailers, and gamifying response (“busy fingers get response!”).
- Where to Reach Jesse:
- The Print Shoppe (Shoppe with an ‘e’).
- “Just request a quote… even if you just want advice or strategy, you can have my 2 cents for what it’s worth.” — Jesse (24:14)
Episode Tone and Style
- The conversation is high-energy, collegial, and laden with mutual respect. Both are industry insiders—Mitch as the veteran, Jesse as the new torchbearer.
- Tone is practical: no hype, just real-world experience, plenty of stories, and actionable advice.
This summary covers all key content and insights, focusing on actionable takeaways for authorities, marketers, and entrepreneurs interested in elevating their brand impact using direct mail and creative, integrated marketing strategies.