5 Considerations for Creating Standout Mail Pieces

Woman reading direct mail piece

When we think about great direct mail results, we tend to think about the list, the message, and the call to action. However, things like the size, shape, and texture of the piece play a key role, too. Let’s look at five considerations for creating standout mail pieces.

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Pretty, Professional, & Powerful: Printing with Foil

white folder with red text in metallic ink
The artwork on this folder was produced using an emboss covered with a red metallic foil.

Need something to make your printing pop? Create an eye-catching piece that will get your business noticed and remembered by adding a foil stamp to business cards, invitations, stationery, and other promotional materials

What is Foil Stamping?

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Subtle and Effective: Printing with Emboss or Deboss

Emboss with gold foil reading Golden Blacksmith
Embossing gives your printing a unique look and feel. Ribbon vector created by Freepik.

When you think about printing you may be thinking of a printed sheet as a flat, 2D product. But in fact, what makes print such a compelling and effective medium is its physicality. Holding a printed item in your hand, whether it’s a brochure, postcard, or envelope, is shown to increase marketing success. Print boasts a 70% higher recall over digital, is trusted 34% more than digital, and is easier to process—92% of individuals ages 18-23 find it easier to concentrate on and process printed content.

Print has power. And when you’re able to get your printing in front of potential lead, you’ve got to make it count. You can make your printing more powerful by using artistic techniques like embossing and debossing.

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Finding Graphic “Arts” Again with Engraving

sample engraving, the beauty of engraving

It’s no secret that digital printing revolutionized the print industry. It has allowed commercial printers to print more, faster, while maintaining quality and consistency across a print job.

And those are all good things. However, the beauty of printing lies in its versatility. While sometimes a short turnaround time is needed, there are occasions when producing a piece using more traditional and artistic techniques is better suited for your brand or message. These so called “old school” processes aren’t as commonly seen these days, but the impression they leave is one of quality, craftsmanship, and class.

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Choose the Right Paper for Your Brand

samples of textured stock in a variety of colors
A selection of color choices for textured stock.

What does “printing” mean to you? The first thought that may come to mind is sending a document to a home or office printer and receiving a print-out on white 8.5″ x 11″ paper.

But this doesn’t even begin to scratch the surface of the capabilities of print. Standard printer paper works great for everyday documents. But when it comes to marketing your business, it’s important to consider the qualities of the paper you’ll be using, including:

  • Color
  • Coating
  • Texture
  • Weight

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Color Trends: The History of Pantone

smoky purple background with white text color of the year 2018 pantone ultra violet

Provocative. Thoughtful. Forward thinking. What do these words mean to you? They’ve been used to describe the 2018 Pantone Color of the Year: Ultra Violet.

Whether or not you’re a fan of the shade, Ultra Violet has been chosen as the most fitting color for the year ahead. We’ll likely be seeing it everywhere. But what is Pantone, and how does a color become the Color of the Year? Continue reading “Color Trends: The History of Pantone”

Have You Gone to the Mailbox Today?

Rethink Direct Mail

smiling woman opening direct mailThink about the last purchase you made. What did it take to bring you from prospective customer to committed buyer?

Prospects typically need multiple touches before they commit to a purchase—over 7, according to the Online Marketing Institute. While it’s relatively easy to send out lots of emails or post on social media, we’re in an age where many of us are experiencing digital overload. (The average office worker receives 121 emails per day!) In such a crowded digital space, it’s hard to make your voice heard. If you’re not getting the kind of response you’d like from your marketing campaigns, it may be time to add direct mail to the mix.

Direct mail consistently rates as being more trustworthy, more memorable, and read more often than email. It provides a personal touch and the kind of experience digital just can’t deliver.

Direct mail may seem limiting if you have limited experience with it. However, printing has advanced considerably, giving you a wide range of options for texture, color, shape, design, and personalization.

As with any marketing communication, direct mail works best when it is relevant to the recipient and tailored to your audience. Just like digital communications, you can automate your direct mail to make the process more efficient. Continue reading “Have You Gone to the Mailbox Today?”

Letter vs. Card Appeal – Which is Best for Fundraising?

smiling woman opening mailAs much as we wish warm weather would stick around, summer is winding down, vacations have been taken, and a new school year is about to begin. If you’re involved in fundraising for a nonprofit, you’re probably looking ahead to the next few months as you prepare fundraising campaigns to meet end of the year deadlines. Nearly 1/3 of annual giving happens in the holiday month of December. A year-end appeal is critical for achieving fundraising goals. It’s never too early to plan your holiday fundraising strategy. One of the most basic questions to ask is, what format should I be using?

Fundraising at its core is like any other marketing effort, in that it relies upon making a connection with your donors. Since 70% of Americans find direct mail communication more personal than digital forms of communication, a personalized mailer is an obvious choice for achieving maximum donor impact. Millennials like direct mail too, with over 90% considering it a reliable source of information. You can be sure a direct mail appeal will allow you to reach a wide audience.

Printing has evolved considerably over the last few years, giving you many format and personalization options. Two of the most popular forms of direct mail fundraisers are appeal letters and greeting cards. Which one should you use for your campaign? Continue reading “Letter vs. Card Appeal – Which is Best for Fundraising?”

The Best Way to Add Value to Your Direct Mail

customized direct mail personalization letter and envelope
Personalizing our direct mail letters and envelopes shows potential clients you have experience working with experts in their field.

Direct Mail [Still] Works

Reflecting on the different ways to get your message in front of your intended audience, you may be thinking about marketing emails, social media strategy, or hosting an event. All of these are essential to a well-rounded marketing plan. But a piece is missing. You’re forgetting direct mail.

“Snail mail” may not seem like it fits in with our technology-driven world. But direct mail has proven itself as a vital piece of any marketing strategy. Consider the following statistics:

  • 56 percent of consumers believe print is the most trustworthy form of marketing
  • 59 percent of U.S. consumers like to get mail from brands regarding new products
  • 40 percent of consumers will try a new business after receiving a direct mail piece

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Do Your Company Colors Match Your Personality?

Brand colors on cork boardMaking an Impression

When you buy a new car, sweater, or sofa, you consider a number of factors: durability, comfort, ease of use. These are, of course, important qualities. But the initial appeal of the product, what draws you to it, may depend on one thing—the color.

So when evaluating and strategizing your company branding, how does color play into the mix?

Items like sofas and sweaters have the advantage of coming in multiple colors. If you don’t like one, there may be another that fits your needs. But when it comes to your company’s brand, there can only be one color combination to consider—the one with the best chance of making a good first impression.

And that impression is almost instantaneous. You may not realize it, but you’ve made up your mind about a product in 90 seconds or less from your first interaction with it. In that unconscious moment, your assessment is based 60 to 90 percent on color alone. Continue reading “Do Your Company Colors Match Your Personality?”