Is that wood? Yes. Digitally printed? Yes. Variably printed? YES! You’ve all seen digital, variably printed direct mail before but how about on cherry veneer with white ink? The printing possibilities that new digital technology has brought us is seemingly endless. How do you make a greater impact with that power at your fingertips? Create a variable campaign. Response rates can be up to 10 times greater when using customized color variable printing.
It can be hard to justify the cost of a complex variable campaign. The prevailing thought is that if I can just blanket an area with direct mail at a cheap price, I’ll be able to get enough of a response to warrant the cost. However, the truth about a campaign’s success lies in the final response rate, not the amount that went out the door. The goal is to maximize your return on investment. Consider this ROI: If I spend $10,000 on a 5,000 piece mailing that utilizes my customer data effectively and I get a 10% response rate, I’ve spent $20.00 per response. If I spend the same amount of money on 20,000 pieces that are generic and do not have personally relevant information on them and get an industry average 2% response rate, I’ve spent $25 per response.
Data, design, message and timing can be tricky. It takes a little more planning and effort but in the end, you will connect with a higher percentage of your audience resulting in increased ROI. Work closely with your designer, printer and data manager to create some incredibly powerful direct mail campaigns. Utilizing some of the latest technology and substrates will help fortify your brand, propel your marketing strategy and above all, Protect Your Nest! Let’s Print.
PRODUCTION NOTES for “PROTECT YOUR NEST“: Variable CMYK + WHITE INK / Variable CMYK Printed on an HP FB500 Flatbed WIDE FORMAT Digital Printer PAPER: 16pt. Cherry Sheer Veneer
Learn more about First Impression’s Wide Format Printing here.
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