And even though direct mail has had its limitations in size, postal and printing options, leave it to imaginative marketers to find ways to break through the clutter.
Printing technology is advancing by leaps and bounds allowing for all types of new and interesting techniques that are catching the attention of marketers — and consumers. These help create the ROI marketers count on in their direct mail efforts.
Some of the newest examples of nontraditional printing include:
MagneCote™ Introducing the first magnetic-coated printing paper that gives marketers a brand-new direct mail alternative. With high-quality color reproduction and ink adhesion, it can be printed on a traditional sheet-fed offset press, as well as flexo and most HP Indigo presses. MagneCote can be perforated, die-cut, laminated and mailed.
MagneCote™
First Marketing is an approved MagneCote printer, producing business cards, calendars, fund-raiser promotions and more. These client samples feature a magnet encased in a postcard for cost-efficient mailing.
Dimensional Mail Unlike traditional direct mail, a dimensional mailer doesn’t lie flat, so it’s not easily lost in the shuffle. Recipients will almost always look to see what’s inside “the box” — especially when it’s tied in with a provocative teaser headline or personalized information.
Dimensional Mail
This enticing campaign generated an 11 percent response rate for
Midwestern health insurer HAP.
First Marketing has termed
these mailers “clutter busters” or
“creative door openers (CDOs)”
and has seen lead generation rates of up to 40 percent when using them for in-house campaigns.
Lenticular Printing It’s not a hologram, but it’s similar. Lenticular printing combines interlaced electronic images with a specially designed, plastic lenticular lens creating the illusion of depth and motion. This dynamic lithographic printing process is one of the most visually arresting, multidimensional printing techniques available today.
Lenticular Printing
First Marketing's sister company, Travel Tags, specializes in plastic printing using digital, silkscreen and UV lithography printing processes. Xtreme Graphics is a unique arm of Travel Tags specializing in lenticular printing and is now globally renowned for its capabilties.
Variable Data Printing Also known as one-to-one printing, VDP is one of the most impactful tools used for customer retention. It allows customization of any aspect of your print communications. VDP matches your customer database with focused, product-specific messages and personalized information. Best of all, VDP’s response rate can reach as high as 20 to 30 percent.
Variable Data Printing
Variable Data Printing (VDP) can be used to customize virtually any kind of targeted letter, newsletter, brochure or postcard. First Marketing offers in-house VDP capabilities for its clients' loyalty and retention programs such as Regent Seven Seas Cruises.
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MagneCote™ Introducing the first magnetic-coated printing paper that gives marketers a brand-new direct mail alternative. With high-quality color reproduction and ink adhesion, it can be printed on a traditional sheet-fed offset press, as well as flexo and most HP Indigo presses. MagneCote can be perforated, die-cut, laminated and mailed.
Dimensional Mail Unlike traditional direct mail, a dimensional mailer doesn’t lie flat, so it’s not easily lost in the shuffle. Recipients will almost always look to see what’s inside “the box” — especially when it’s tied in with a provocative teaser headline or personalized information.
Lenticular Printing It’s not a hologram, but it’s similar. Lenticular printing combines interlaced electronic images with a specially designed, plastic lenticular lens creating the illusion of depth and motion. This dynamic lithographic printing process is one of the most visually arresting, multidimensional printing techniques available today.
Variable Data Printing Also known as one-to-one printing, VDP is one of the most impactful tools used for customer retention. It allows customization of any aspect of your print communications. VDP matches your customer database with focused, product-specific messages and personalized information. Best of all, VDP’s response rate can reach as high as 20 to 30 percent.
