USPS honors modern art in America
The early days of the modern art scene in the United States are relived in a 12-stamp collection the U.S. Postal Service has released. To celebrate the issuance of the stamps, the USPS recently held a dedication ceremony for the Modern Art in America Forever stamp collection some 100 years after the pieces depicted on the stamps made their stateside debut at the very first Armory Show. The stamp collection, along with address verification, can make any direct mail campaign stand out in a mailbox.
"The Postal Service began issuing postage stamps more than 150 years ago and we understand the power in these miniature works of art to celebrate American heritage history and culture," said Richard Uluski, vice president of Northeast Area Operations for the USPS. Uluski went on to say that the stamps were "a lasting tribute to 12 amazingly talented artists."
The stamps feature Stuart Davis, Marcel Duchamp and Georgia O'Keefe among many popular artists from the period. The collection demonstrates the lasting effect the innovative movement had even a century after it began. Companies should take note on how they can plan a direct mail campaign that is unique and creative, yet also meaningful.
There are many creative similarities between modern art and direct mail, but one thing marketers - and not artists - struggle with is balancing aesthetics with functionality. Grabbing recipients' attention is important, but marketers are constantly asking how eye-popping can their design be while still retaining functionality. The Direct Marketing 101 blog says that both the design and purpose should work together to create a cohesive and powerful masterpiece. While this means altering design and promotional strategy with every campaign, it could be worth it to engage customers on that deeper level.