Sparking Engagement through Enhancements

As a marketer, one of your challenges is building a successful direct mail campaign. How do you develop a spectacular mail campaign that increases engagement and generates high response rates from a substantial list of customers? As a printer with years of experience executing direct mail campaigns EarthColor has developed ways to help your marketing initiatives drive the results you want.

With inline imaging and finishing, you can create a stunning mail piece that can be both customized and personalized to each individual customer! What’s important to note about using inline imaging and finishing is that all of the components associated with completing the print job is handled within one operation rather than going through multiple steps for gluing, scoring, die-cutting, and folding – which significantly reduces costs and the risk for error. With so many different capabilities available, the possibilities with inline are endless!

In a previous blog, we listed a variety of products available through inline imaging and finishing. EarthColor offers additional enhancements that can further customize your direct mail piece to increase engagement and response rates from your customers.

  1. Imaging variable data

» Imaging variable data refers to the ability to change unique elements, such as name, address, and graphics, from one printed mail piece to the next depending on the recipient. According to an article titled Print Marketing will thrive in 2014, personalization is especially important as the audience recognizes “it takes more effort to customize print media than digital. Accordingly, the audience feels special because of what is a personal touch often lacking in traditional print marketing.” 

  1. Gluing

» By having gluing capabilities, a direct mail piece can have a variety of inserts and applications, such as a tip on card or a booklet, glued inside. With gluing capabilities, marketers can develop a unique and one-of-a-kind format for their mailer.

  1. Scent application

» Inline imaging enables scent application to any direct mail piece. According to an article titled Adding ‘Scents’ to your Print Media, “the sense of smell is responsible for generating 75% of human emotion”. Adding scents to your mail piece is a great way to generate a response from your recipients.

  1. Scratch off

» Scratch offs are naturally associated with a lottery ticket or winning something. This enhancement is a fun and clever way to engage with your audience.

  1. Die cutting

» Die cutting allows you to cut the paper and combine different components of the mailer such as tip on cards, pop ups and unique shapes. These designs add interest and increase the impact of your direct mail piece.

  1. Advent reveal windows

» These windows require that your recipients pull open a hinged die cut component to reveal information. Much like a children’s storybook, reveal windows engage customers to interact with the direct mail piece.

  1. Perforations

» Perforations allow recipients to detach pop-outs or cards from the mail piece without having to search for scissors. These detachments can contain a variety of information including coupon offers. Because they’re perforated customers can remove them and redeem them at a later time.

  1. Tip on cards

» Tip on cards are part of the integrated inline process. They offer you an efficient way to personalize your direct mail piece and generate higher response rates. According to a News Release by Melissa Data, “highly personalized color direct mail was found to typically generate a 6.5 percent response rate – which is over three times higher than the usual 2.0 percent response rate that occurs as the result of non-personalized direct mail.”

With its features, EarthColor’s inline imaging and finishing allows for a quick and efficient production of your personalized direct mail pieces in a single operation. We don’t limit your print’s potential, we enhance it.

If you’d like to learn more, click here.

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