Printing Arts Press Blog: Word on the Street

Monday, September 11, 2023

3 Top Specialty Papers for Your Print Marketing

Metallic, matte, recycled.

If you want to create direct mail marketing that stands out from the crowd, these three types of paper are the ones you want to know about.

While it might sound simple, there are implications to using each type. So let's take a closer look.

3 Top Specialty Papers for Your Print Marketing

1. Memorable Metallic

This paper is shiny, durable, and oh, so sophisticated.

The metallic finish almost creates a 3D effect and gives your designs a warmth and depth that no other paper can.

Metallic tones add a bold and elegant touch to your designs, from projects as simple as homemade cards to more sophisticated endeavors like business cards, stationery, or even your wedding paper suite.

Use metallic papers to create a line of business marketing materials that pop. Try pairing metallic envelopes with non-metallic paper printed with metallic ink for a subtler look.

2. Earthy Matte

Why choose matte? It's chic and earthy.

Matte can make your materials look modern, and it's very on-trend. This paper is associated with a warm, soft, glowing effect.

Matte surfaces will reflect the light in different directions, diffusing light so there is less glare.

Matte paper is regular paper covered with a thin layer of inkjet receiving coating. This coating allows every drop of ink from the inkjet printer to be appropriately received, making for an exceptional, professional finish. It also dries quickly and resists fingerprints.

Matte paper uses less coating and undergoes less polishing than glossy paper. However, it is not the best paper for printing many pictures on, so if your project is photo intensive, you might opt for something different.

3. Renew with Recycled

Recycled paper is perfect for a company that promotes environmental awareness, as recycling causes 35% less water pollution and 74% less air pollution than making new paper.

This paper is made from a raw, fibrous material called pulp, typically made from the breakdown of wood chips or paper recovered for recycling. The latter is how we get recycled, eco-friendly paper.

While it is great for the environment, be aware that it does cost a bit more.

Whichever type of paper you choose, we're here to help you succeed and make the most out of your printing.

To contact Chuck Gherman, Theresa Kauser or Veronica Carter for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.

#Print #Directmail #Marketing #Mail #Banners #Publications #Postcards #PromotionalMerchandise #BrandedApparel #Catalogs #HRmanuals

Monday, August 7, 2023

5 Ways to Use Personalization in Print Marketing to Get Noticed by Your Customers

Using print marketing is a great way to get your company’s name out there and let customers know what services you offer.

But what if there was a way to increase the effectiveness of your printed ads, creating a better experience for your existing customers and drawing in new ones?

According to a study by Accenture, 91% of customers are more likely to purchase from companies who recognize and remember them, providing them with relevant offers or recommendations.

Here are five easy ways to add personalization to your print marketing plan!

5 Ways to Personalize Your Company’s Print Marketing

1. Use Variable Data Printing

Customer Relationship Management (CRM) databases are an easy way for your company to accumulate and sort information about your customers.

Then, to use the data that your CRM has gathered and incorporate it into your print marketing, use Variable Data Printing (VDP) to create a variety of personalized print ads that will better suit the customers to whom you’re sending them. VDP uses more than just the customer’s name: it can also alter your ad’s layout, images, and promotions shown.

Using VDP for print ads results in 3-10 times higher response rates than non-personalized direct mail.

2. Use QR Codes on Your Print Marketing

QR codes are a modern and easy way to quickly send interested customers from your printed materials to your company’s website or social media accounts.

QR codes have many different capabilities, but one of the best ways you can use them to create personalized experiences for your customers is by tracking the links they clicked after the QR code has been scanned. Then you can use that information to determine which services or products are most attractive to your customers and personalize your advertising.

3. Respond to Constructive Feedback

Some customers can find some targeted marketing methods to be invasive or unhelpful.

However, research has shown that 45% of customers appreciate one kind of personalization: personal apologies from companies after negative experiences in-store or online.

So if customers leave a dissatisfied review or experience difficulties while shopping in your store, take note of their information and send them a letter apologizing for the inconvenience. They will appreciate your efforts to make things right with them and will be more likely to purchase from your company again!

4. Personalized Print Inserts

Although completely customized catalogs might be the most personalized route you can take with your direct mail, compiling a unique catalog for each customer would be quite cost prohibitive.

An alternative is to use VDP or another method to create customized inserts for your mail.

You could also consider including customized coupons to draw customers to your store by offering discounts on the products they’d likely be interested in.

5. Choose Personalized Images

Visuals are essential- they catch your customers’ attention and can determine whether or not they open your mail.

Focusing your personalization on the images in your print marketing could have a significant impact. Using the data you’ve gathered about a customer’s demographic, include images that cater to their preferences and interests.

Personalization is the strategy to push your company’s print marketing the extra mile- engaging your customers and standing out from others in your field. Contact us today to get personal on your next print marketing campaign!

Monday, July 10, 2023

The Ultimate Guide to Running a Print + Email Campaign

Print and email campaigns are not an either-or situation. Instead, they work best when paired together, thanks to their unique, complimentary characteristics.

Why print?

Print marketing has stuck around thanks to its many benefits. Print stands out from the crowd, is tangible, sticks around, and is easier to recall.

Why email?

Email helps build customer relationships, boost brand awareness, and promote content.

Email marketing has an extensive reach since there are about 4 billion email users worldwide. Due to its many benefits, 79% of marketers list email marketing in their top 3 most effective marketing channels.

A multi-channel approach to marketing is the most effective, perhaps because 72% of customers would like to connect with brands through multiple channels.

Here's what you need to know about crafting a winning print + email marketing campaign.

The Print Campaign

A properly executed print campaign will drive sales.

1. Choose Your Audience

Create a list of people to send printed material to.

Ensure you're sending your print to the right customers for maximum impact. Often the most receptive clients are those who have already bought from you.

2. Design the Print Marketing Piece

Ideal print marketing materials to pair with email include postcards, stickers, posters, flyers, and booklets.

3. Increase Engagement & Brand Recognition

Be sure to include…

A call to action. Get the customer to act with a compelling call to action that gives them an offer they can't refuse.
Personalization. The greater the personalization, the more receptive the customer will be. Include their name and other points of personalization.
Design. Stick to your branding guide and let someone with design experience put it together. The design can make a big difference in capturing the customer's attention.

4. Send out a Test Run of Your Print Campaign First

Print campaigns cost money, so you want to ensure your campaign will have a high return on investment.

Do a test run by sending the printed marketing piece to a smaller section of your target market. Monitor the results, and see what went well and what you could have done better. Apply this to the primary print marketing campaign.

5. Be Patient

It can take time for results to come in.

This is in part because of the staying power of print. This means people will often set the printed piece aside on their fridge or table, which they'll get around to later.

The Email Campaign

Email campaigns can look different ways, but below are some strategies that should help boost sales.

Putting Together Your Email List

When putting together an email list, it's less important to worry about only sending it to the right customer because emails cost nothing.

Email's low cost is the main reason their return on investment is $36 for every $1 spent.

Instead, the focus should be on creating email segmentation for optimal personalization. Segment the email lists based on location, buyer stage, previous purchases, occupation, hobbies, etc.

The hardest part of emails is acquiring the email list because, often, people do not want to share their personal information. Try giving them something valuable in return for their email (like an ebook, whitepaper, infographic, report, study, or template).

General Email Marketing Tips

Below are some more general email tips:

Because 55% of emails are opened on phones, make sure the email is optimized for mobile
Certain times lead to more opened emails than others. Research and test to find the time that works best for you.
Craft a winning subject line. Draw the prospect in but don't mislead them.
Follow proven, tested templates to save time and create the optimal email design.
Comply with email regulation laws.

Follow these tips for your optimal email campaign.

The Winning Strategy

Send a couple of emails, follow up with direct mail, and then send more emails.

The first set of emails will get your company in the customers' minds. This way, they'll recognize your brand when they receive the printed piece in the mail. Then, follow up with more emails to remind the customer to act.

Email allows you to reach the customer multiple times at a low cost. This is important because it usually takes about eight points of contact to make a sale.

Contact us today if you want to take your print marketing strategy to the next level by combining it with email (or vice versa)! We are here to help!

Monday, June 5, 2023

7 Powerful Postcard Direct Mail Ideas We Love

Postcards are a practical, versatile medium to send in your direct mail campaign. According to the Data & Marketing Association, postcards get a response rate of up to 4.25%, one of the highest in direct mail marketing.

Take advantage of this marketing method with seven postcard direct mail ideas we love!

1. Switch up the norm

Although standard postcards are 4.25” by 5.5”, usually in a horizontal position, not all postcards are designed this way.

Try switching it up with a larger postcard format with dimensions of 5.5” by 8.5” or change the orientation by sending a vertical postcard. These designs that deviate from the norm will stand out from the crowd and make the recipient take a second look.

2. Make bold designs

With bright colors and attention-grabbing images, your postcard will speak for itself.

Be bold in your design choices. The design significantly influences how long a piece stays in a home. Of course, adhere to your branding guide so the final design still looks like your company and produces the image you want to share.

3. Include a compelling Call to Action (CTA)

Put yourself in your customers’ shoes and brainstorm what message would compel you to act.

Whatever you decide, ensure the action you’re requesting is easy and will yield high rewards. For example, fill out this short questionnaire to receive a $10 gift card. Or perhaps visit our website by following this QR code to receive 50% off your next purchase.

4. Provide testimonials

Center your postcard design around a couple of happy customers and their testimonials.

Testimonials are powerful because they can increase overall conversions by 34%. Perhaps this is because 88% of consumers trust user reviews as much as recommendations from someone they know. Whatever the reason, providing testimonials boosts sales.

Make sure to include short but impactful quotes. There’s not much room on a postcard, and you don’t want to oversaturate it.

5. Send multiple postcards

Sometimes marketers make the mistake of contacting a prospect once and then leaving it at that.

But clients often need multiple points of contact before the conversion. Therefore, make it part of your strategy to send several postcards to the same person over time. It’ll keep your business on their mind and give them the nudge they need to act.

6. Personalize the postcard

The more personalized, the better.

Some 84% of customers say being treated like a person instead of a number is very important to winning their business. Therefore, try to personalize your communications as much as possible. Identify all possible points of personalization and use what you know about the customer, such as demographics and past purchasing history.

Treat your customers as people, not numbers.

7. Narrow your focus

Postcards don’t have a lot of surface area.

Therefore, narrow your focus on one key message to not overwhelm the client. Tie in this vital message with an attention-grabbing headline that is true to the intent of the postcard.

We love postcards thanks to their unique benefits and versatility. Send the best postcard by following the above postcard ideas.

Monday, May 1, 2023

5 Key Factors for Planning a Profitable Direct Mail Piece

Direct mail can be a fantastic way to spread the word about your company and promote new interest!

Regardless of the size of your budget, there are many cost-effective ways that a company can create engaging direct mail.

Here are five budget-friendly tips to craft effective direct mail for your company!

5 Key Factors for Planning a Profitable Direct Mail Piece

1. Use Every Door Direct Mail® (EDDM®)

Purchasing a mailing list can be pricey.

But using EDDM® makes it possible for companies to send their direct mail to one specific mail route or multiple routes without investing in a mailing list.

To save your company money, consider sending your direct mail out through EDDM® rather than a mailing list- it will be far more profitable regarding production costs and postage.

2. Go Bold With Colors

If your company’s printing supplier does their printing digitally, don’t shy away from using lots of colors!

This won’t increase the cost of printing, but it WILL catch your customers’ attention and boost your reply rates! 85% of consumers share that color and visual appearance are the most critical factor when considering whether or not to buy a product, compared to text, which only has 6% influence.

3. Try a 2-Way Match Concept

If you design multiple components for your direct mail piece, such as a letter, reply card, and envelope, it will be processed as a 3-way match during manufacturing.

Instead, consider a different concept: create a single component with multiple pieces. You could use a perforated line to create a tear-off reply section, which will then be processed as a 2-way match of the letter and its envelope.

This will cut down the manufacturing cost of printing your direct mail.

4. Keep it Light

Keeping your mail’s weight in mind will serve your company’s budget well!

If you were hoping to include a small premium or token for customers with the mail, you don’t have to rule it out completely.

There are many options for flat items that you can include without raising the cost of postage or requiring unique packaging. Coupon cards and discount codes, decals or stickers, magnets, bookmarks, and other small goodies can provide that engagement for customers without adding extra weight to your mail.

5. Choose Paper and Envelopes Wisely

Getting creative with your direct mail designs is a great idea and can showcase your company’s personality to potential customers.

However, don’t underestimate the importance of the basics!

One way to keep paper costs down is using text paper, cover stock, and neutral-colored papers since these are typical types we have on hand. Using these will save you time and money!

When choosing envelopes, consider the same thing. Standard-sized envelopes with standard windows will likely be the most available and, therefore, the most cost-effective option.

Whatever the size of your budget, we are here to make your next print marketing campaign successful. Contact us today to learn more!

Wednesday, April 19, 2023

8 Common Design Mistakes To Avoid in Print Marketing

There is much room for creativity in graphic design for print marketing.

However, if you aren't a graphic designer, there are some definite no-nos you want to avoid in order to create a visually compelling design.

Here are a few to keep in mind.

8 Common Design Mistakes To Avoid in Print Marketing

1. Centering Everything

A beginner design mistake is to center everything: Large chunks of text and more.

This approach makes it harder to read because the left and right margins are ragged.

2. Imbalanced Elements

Balance is one of the fundamental principles of design.

It refers to how elements are distributed throughout a layout, providing a sense of order and stability. But too much symmetry can get boring so try adding asymmetry to create visual interest.

3. Not Leaving White Space

Make sure you don't pack everything into your design.

You may have great design ideas, but you don't need to use them all in one place. Instead, save some for future projects.

4. Inconsistent Branding

Whether it's fonts, colors, or images, make sure you're consistent.

Keep it similar throughout the piece and with your other branded materials, whether using specific colors or designs. Don't use random fonts, thinking it will make it more interesting. This practice helps tie your design into one visually appealing look.

5. No Repetition

If you don't repeat a few visual elements throughout your projects — for instance, specific colors, layouts, or spatial relationships — your design could lack continuity, and your reader can't "tie it all together."

6. Improper Use of Colors

Understanding color theory and psychology can help you use colors at their optimal best.

Colors can set the tone, mood, and style of your design. Don't go crazy picking various colors; be consistent with them and keep the colors in the same family.

7. Not Enough Space Between Letters

You will want to ensure the spacing of your letters is just right, not too close or far away.

This process is known as kerning to graphic designers, and it ensures each character fits well with its neighboring letters.

When you are designing marketing materials, you have so many creative options. These tips will help guide you through the process.

When it's time to print your project, please remember us. We're here to help guide you, answer your questions, and publish your project in the best light possible. Contact us today!

Monday, April 3, 2023

5 Graphic Design Trends to Look Out for in 2023

2023 is just around the corner, and a new year comes with new graphic design trends.

Graphic design matters because it captures the attention of your audience, aids in memory, and influences the consumer's first impressions. This is why the global graphic design industry was worth $45.8 billion in 2021.

Make sure your business stays up-to-date with the latest graphic design trends.

5 Graphic Design Trends to Look Out for in 2023

1. Science Fiction-Inspired Designs

Many businesses are aiming to look futuristic with science fiction-inspired graphic designs.

Certain elements are common within science fiction designs.

Color. Shades of blue- like cyan- and neon colors are prevalent. There's often a contrast between light and dark.
Shapes. Sharp lines, circles, and geometric shapes give off science-fiction vibes.
Fonts. Science fiction fonts are an entire genre, often showing distorted letters that look stretched, chopped, or duplicated with inconsistent lettering size.
3-D images. Although graphic design usually cannot physically be 3-D, many science fiction designs give off the illusion of 3-D.

If you want your business to appear modern, go with a science-fiction-inspired design.

2. Font Trends

There are four main 2023 font trends for which to look out.

Distorted fonts twist, stretch, and fade. For example, refer to the Cobya font, inspired by the ocean's waves.
Condensed fonts are great at packing a lot of words into a small space. However, they can sometimes appear aggressive.
Sans-serif fonts consist of neat, clean lines. Serif fonts, or those with decorative lines or tapers, have saturated the graphic design industry over the years. However, sans-serif fonts are expected to make a comeback due to their minimalistic nature and reader accessibility.
Flared fonts are a combination of serif and sans-serif fonts. They appear friendly and optimistic, making them great for family or children-oriented materials.

Experiment with different types of fonts, and don't be hesitant to make some unique choices.

3. Liquid Gradients

Liquid gradients are a unique twist on the popular gradient trend. However, this one looks like glossy, colorful marble.

Add it as a background or an accent!

4. Rich Colors

Neutral colors have been all the rage. Perhaps it was to compensate for the recent chaos.

However, bold, rich colors are expected to come back, and it's time to let a little color back into the world.

5. Memes

Memes consist of funny pictures with witty captions.

Although especially popular on social media, memes are expected to travel into the graphic design world. Memes are memorable because they're funny, and this comedic aspect makes them more likely to be shared among friends and colleagues.

Graphic design trends are constantly changing. Know the projected 2023 trends so your business can remain up-to-date.

Whether you try a trend or go with the tried and true, we are here to get your graphic designs printed! Feel free to reach out to us today!