Direct mail advertising is one of the few channels that cuts through digital noise and lands directly in your customers’ hands. From postcards to personalized letters to creative self-mailers, it’s a tangible format that gets opened, read, and remembered.
Choosing the right provider for your direct mail campaigns depends on cost, quality, speed, and reliability. But there’s another factor many marketers look for: whether a provider has earned credible recognition.
Here’s how to know if “award-winning” actually means something—and how to evaluate providers based on real performance, not just marketing claims.
An award-winning provider is one that has received formal recognition from a credible, independent organization. These awards are based on operational quality, innovation, or measurable performance.
That’s very different from self-applied labels like “best in class” or “top-rated” that appear on websites without outside validation. True awards and certifications come from third parties with published criteria and verifiable winners.
Examples include recognition from the U.S. Postal Service, printing associations, and security compliance bodies. These aren’t just nice to have—they’re proof of a provider’s ability to meet industry standards at scale.
When you see “award-winning” on a provider’s site, check who issued the award, when it was received, and what it was for. Legitimate awards are always verifiable through public listings.
Not all certifications carry the same weight. Here are the ones that signal real excellence:
Awarded annually at the National Postal Forum, this recognizes companies with outstanding data quality, automation usage, and delivery accuracy. Winners are published by USPS each year.
Presented by the Association of National Advertisers, these awards highlight data-driven campaigns with measurable results. Direct mail often features alongside digital channels.
For providers handling sensitive data, these certifications prove strong privacy and security controls. They require rigorous, ongoing audits.
These certifications ensure brand colors print consistently and accurately across mailings—a must for brand-critical campaigns.
Recognition from developer platforms like Postman shows a provider’s API is reliable, well-documented, and easy to integrate with existing systems.
This reflects consistent top performance against USPS quality metrics such as low error rates and high delivery point validation.
Awards are only one piece of the puzzle. You also need to see proof of performance. Ask providers about these six metrics:
Use this simple framework when comparing options:
Step 1: Define your goals and volume. Know whether you’re targeting acquisition, retention, or operational mail, and estimate the monthly or quarterly volume you’ll need.
Step 2: Shortlist providers with verifiable awards. Confirm winners through USPS, ANA, or other issuing organizations. Avoid vague claims.
Step 3: Request data on the six key metrics. Ask for 12 months of performance data to ensure consistency.
Step 4: Audit technical integration. Review API documentation for campaign creation, personalization, tracking, and CRM integrations.
Step 5: Review security and compliance. Verify that certifications like SOC 2 Type II, HIPAA, or ISO/IEC 27001 are current.
Step 6: Compare pricing and SLA terms. Get full quotes that include postage, tracking, and proofing.
Step 7: Run a pilot campaign. Validate real performance before signing a long-term contract.
Automated platforms like Lob streamline workflows, reduce errors, and deliver measurable consistency. Traditional agencies can be slower and less flexible.
Be cautious of:
Direct mail as part of your omnichannel stack
The best providers make it easy to trigger direct mail alongside email, SMS, and digital ads. That means:
Look for pre-built integrations with platforms like Salesforce, HubSpot, or Marketo. Strong APIs and developer resources make this even easier.
Next moves with a high-performance partner
Award-winning providers back up their recognition with data, certifications, and automation. Lob was recognized by USPS as Mail Service Provider of the Year in 2024, and we maintain SOC 2 Type II and ISO/IEC 27001 compliance. Our Mailer Scorecards consistently show low error rates, and our platform delivers real-time tracking, dynamic personalization, and 99.9% uptime.
Ready to see how Lob can support your campaigns? Request a demo and explore how we can help you scale direct mail with confidence.
What response rates should I expect?
Providers with strong recognition typically deliver higher-than-average response rates thanks to consistent quality and delivery.
How fast can campaigns go live?
Automated platforms can launch within days, while traditional vendors may take weeks.
Can every piece be personalized?
Yes. Modern providers support dynamic personalization without requiring separate design files.
How do I convince leadership to switch?
Share side-by-side comparisons of error rates, delivery predictability, compliance, and cost. Highlight awards and certifications to show objective proof.
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