Blog

Want to Personalize? Don’t Do This

When marketers talk about producing “personalized printing” or 1:1 printing, they are talking about printing that communicates with a customer in a way that static direct mail cannot. By definition, this approach is based on knowing something about each customer, even if it’s just name and address.

When done correctly, however, 1:1 printing is more than just “personalizing” a document. After all, you can personalize something well or you can personalize it badly.

There is an industry pundit who is fond of telling the story of receiving a personalized marketing pitch from a hotel in Las Vegas. The mailer was fully personalized […]

By |August 21st, 2015|Graphic Design, Mailing, Marketing|0 Comments

Tricks for Increasing Your Envelope Open Rate

Even the best written sales letter will be ineffective if it’s never read. This is why the envelope can be the key determining whether your direct mail gets opened or tossed. Here are some ideas for making your envelopes more enticing:

Oversize it. Anything outside of the standard #10 envelope will set your piece apart. Make sure the envelope is at least ¼” larger than your largest insert.

Stay clear of window envelopes. This makes your mailer look like a bill or bulk mail.

Get creative with envelope stock. Smooth, heavier stocks show off your color designs, while textured stocks, such as linen […]

By |July 10th, 2015|Marketing|0 Comments

What Does Your Font Say About You?

Good typography equals good communication. We have thousands of typefaces to choose from. What does your choice of typography say about you?

Historically, typographers designed almost all of the classic fonts for specific purposes. Let’s look at the history of some of our favorite fonts.

Venetian book printer Aldus Manutius invented italic type not because he wanted to stress everything, but because it was the best way to fit all of a book’s text in a “pocket edition.”

The British newspaper The Times commissioned the creation of Times Roman after font designer Stanley Morison criticized the paper for its poor typography.

AT&T designed a […]

By |June 26th, 2015|Graphic Design, PrePress, Uncategorized|0 Comments

5 Design Tips to Make You Stand Out

Your customers are buried under an avalanche of conventional and uninteresting print materials every day. How can you elevate your marketing collateral, direct mail, and displays with simple design changes, no matter what your budget? By creating a unique visual identity.

Being unique doesn’t mean throwing out the basic tenets of marketing and design. But with a little creativity, you can incorporate out-of-the-box typography, an unexpected use of color, or a dash of purposeful discontinuity that will build an engaging and memorable experience.

Here are some tips for creating a lasting impression:

Communicate with clarity, humility and brevity. Try some light humor, if […]

By |May 28th, 2015|Uncategorized|0 Comments

5 Reasons to Beef Up Your Visual Content

Is your marketing content heavy on the text? Or graphics? If it’s the former, you might want to change your strategy. Today’s marketing content, whether in print or electronic media, is increasingly heavy on the visual content.

Here are five facts supporting the importance of graphics and images that every marketer ought to know.

1. Ninety-three percent (93%) of communication is non-verbal.

2. Ninety percent (90%) of the information transmitted to our brains is visual.

3. People only remember about 20% of what they read, but as much as 80% of what they see.

4. More than half (55%) of website visitors spend less than […]

By |April 23rd, 2015|Graphic Design, Resources|0 Comments

Do People Learn Better in Print?

The debate has been raging for a long time — which is more effective? Print or email? If you want people to understand and retain information, studies consistently show that it’s print.

“Print and Paper Play a Key Role in Learning and Literacy,” an e-book produced by Two Sides (2015), compiles data from a wide range of studies showing what makes print so different. While many of these studies cover students from elementary through college, they have a direct correlation to consumers reading advertising and marketing information.

What makes print so valuable for information retention and learning? According to the studies, print […]

By |April 23rd, 2015|Printing, Resources, Uncategorized|0 Comments

What Could a Redesign Do for You?

When was the last time you took a close look at the design of your marketing collateral? How about your statements and invoices? Is there unused white space that you could use to personalize offers and maximize sales with cross-sells? Could highlight color improve response time? Where could you add customization or demographic segmentation? Let’s look at three redesigns that reaped huge benefits:

Virginia-based First Market Bank decided to redesign its customer loyalty notifications to make better use of its white space. It added personalized messaging and filled this space with 1:1 cross-sells and upsells based on customers’ purchase history. Under […]

By |April 13th, 2015|Graphic Design, Marketing|0 Comments

Avoid These Top 5 Typography Mistakes

When you are putting your best foot forward, it’s important to pay attention to the details. Details can make the difference between looking like everyone else and really standing out.

When it comes to the design and layout of your print materials, one of those details is attending to the fine points in typography. According to Creative Bloq’s Christopher Phin, here are five very common typography conventions you want to maintain.

1. Using smart quotes.
Whether you are reproducing a quote or citing a magazine article, you should use smart quotes (“this”) instead of the straight quote marks (“not this”).

2. Proper use of […]

By |March 20th, 2015|Graphic Design, Marketing, Printing|0 Comments

3 Ways to Use Psychology to Boost Results Today

Studies have shown that simple techniques related to human behavior can boost the results of marketing campaigns significantly. Here are three techniques that are particularly simple and easy to implement.

1. Set minimums.

Set a minimum purchase or, if you’re fundraising, a minimum donation. In research done for the American Cancer Society, Robert Cialdini found that, by adding a minimum to the call to action increased donations by 78%.

2. Use the power of labels.

People tend to be become who they are labeled to be. If you label someone a “power donor,”or if you’re a bakery, a “strudel lover,” for example, recipients tend […]

By |March 12th, 2015|Mailing, Marketing, Resources|0 Comments

Can’t Touch This: 5 Reasons Online Can’t Replace Print

In a world in which people have already checked their email, logged into Facebook, and responded to a dozen text messages before they drink their first cup of coffee, what is the enduring allure of print? Let’s look at five reasons print marketing remains the anchor of any great multichannel marketing program.

1. Print is beautiful.
It doesn’t matter how gorgeous your JPGs are, a beautifully printed piece will blow away your screen graphics any time. Print has a richness, depth, and allure that mobile devices and laptops can’t match.

2. Print communicates beyond the subject line.
When you communicate by email, recipients can’t […]

By |March 9th, 2015|Digital, Mailing, Marketing, Resources|0 Comments