Inside the Envelope

There’s nothing better than the feel of a well-constructed catalog, brochure, or invite. After all, no one wants to be handed a pamphlet that crumples because the paper quality is not up to par. This is why choosing the right paper for your print marketing projects is more important than you might think. Choosing Your Paper Type There are many different kinds of paper to choose from for your print projects. These vary in composition, design, weight, and thickness. Gloss vs. Matte Choosing whether to use gloss or matte paper is one of the most common choices when picking out paper. Gloss paper has an incredibly high shine that enhances color. Matte , on the other hand, has a muted surface that refracts light and reduces glare. It has a textured, soft feel compared to a gloss, which has a sleek and almost sticky feel. Uncoated vs. Coated If you’re looking to achieve enhanced colors and a matte or glossy finish, coated paper would be a paper choice for you. C...

Direct mail offers results that other channels just can't match. According to a recent study, direct mail has a response rate as high as 9% . However, there are always ways to engage your audience better and improve your mailers' effectiveness. These methods below catch your recipents' attention and increase the chances that they'll read and respond to your direct mail piece.  6 Winning Direct Mail Campaigns 1. Instill Curiosity with a Quiz Do you worry your direct mail envelopes are going in the trash unread? Take a page from Harvard Medical School's playbook. In a recent mailing to woo subscribers for their Harvard Heart Letter newsletter, they put a heart health quiz on the front. The answers to the three-question quiz were inside the mailer, giving recipients a reason to open. 2. Benefits, Not Features As marketers, it's so easy to get caught up in promoting all the neat features of your product. Your readers, however, don't care about th...