CELCO’s Jasmine Sowell and Sara Ghods recently attended DMAW’s Production Day on April 10, 2025. At Production Day, industry professionals gathered to delve into the intricacies of direct mail production. Hosted at Planet Direct by DCG One, the event featured expert-led sessions covering the entire production process—from planning and printing to data processing, personalization, and postal logistics. Attendees gained valuable insights into optimizing campaigns, enhancing data quality, and navigating the complexities of modern mail production.

A highlight of the event for Jasmine and Sara was Kelly Leech’s session on data hygiene and processing. As Principal at CELCO, Leech emphasized the critical role of clean data in successful direct mail campaigns. She identified the five most common data processing missteps and provided strategies to avoid them, such as eliminating duplicates, running data through the National Change of Address (NCOA) system, and maintaining data accuracy. Leech also stressed the growing importance of data privacy, noting that each state has its own set of regulations that companies must stay informed about and compliant with.

Together, these insights reinforced the idea that success in direct mail relies just as much on data quality and compliance as it does on creativity and strategy. And despite the rise of digital, print is far from dead—it’s evolving. Companies should stay informed about the various USPS promotions and discounts available throughout the year, which can lead to significant savings and greater ROI.