Spring is officially in the air here in Texas, and at Business Extension  Bureau (BEB), the season of renewal is in full swing. This April,
we aren’t just celebrating the blooming bluebonnets; we are celebrating our 77th year in business.

Reaching this milestone is a testament to the enduring power of tangible communication and, more importantly, the incredible loyalty of our clients and the dedication of our staff.

The first quarter of 2026 has been a whirlwind. I am thrilled to share that BEB recently won a MarCom Award for our blog! We strive to be a resource for you, and this recognition reinforces our commitment to providing thought-leadership in the direct mail space.

Angel & Veronica at The MFSA Annual Conference

Our team also recently returned from the Mailing and Fulfillment Services Association (MFSA) annual conference, bringing back fresh insights to keep your postage budget ahead of the curve.

On a personal note, I recently had the honor of leading a team at the Houston Livestock Show and Rodeo. It’s an incredible feeling to support an organization that pledged a record $30.3 million to Texas youth and education this year. That spirit of giving back is a core value we carry with us every day at BEB.

We are constantly looking for ways to help you stay “top of mind.” To that end, let me remind you that we have added in-house promotional product printing to our repertoire. From custom apparel to high-end corporate gifts, we can now integrate your physical branding directly with your mail campaigns, all under one roof.

As we look toward the second half of the year, there is a unique factor to consider: 2026 is a midterm election year. Traditionally, this means mailboxes will be crowded this fall with political messaging. To ensure your brand gets the attention it deserves, let me encourage you to adjust your timing. Consider moving your primary Q4 mailings earlier than usual—late summer or very early autumn—or planning your biggest pushes for immediately after the elections. By avoiding the peak political “noise,” you ensure maximum exposure and engagement for your message.

While we are just entering the second quarter, the most successful marketers know that now is the time to start planning your Q4 strategies. By the time we hit the third
quarter, the execution phase should already be in motion.

As you review your successes from 2025, I want to emphasize the importance of database hygiene. Before launching heavy Q4 volumes, run your lists through National Change of Address (NCOA) and deceased suppression filters. Particularly in the health and non-profit sectors, sending mail to a deceased donor or patient is more than just a waste of postage—it’s a significant brand risk.

Many of our clients are seeing incredible results this year with the use of data modeling. Many non-profit partners are utilizing these tools to identify “Lapsed“ vs. “Consistent” donors and pinpointing the most likely to increase their gift amounts. This allows for hyper-personalized, high-quality mailers that maximize your ROI.

Postal Note: Please stay mindful that there is a postage rate increase scheduled for July. Planning your summer and fall mailings now can help mitigate the impact of these changes on your budget. Despite the shifting economic landscape and postal fluctuations, one thing remains constant: print and mail work. It cuts through the digital noise and lands directly in the hands of your audience.

Main Street (facing north) at Bissonnet circa 1948

Thank you for being part of the BEB family for the last 77 years. We look forward to helping you grow throughout the rest of 2026!

Best regards,
Ron Royall
President