Insights

Technology
If you’re using direct mail, technology can help improve response.

At this point in time, most marketers accept that direct mail generates response. A recent Data & Marketing Association Response Rate Report indicates that the response rate for direct mail is 3.7%. The response rate for all digital channels combined is less than 0.75%. Marketers believe in direct mail so much, spending on it is…

Direct Mail Marketing
If direct mail marketing isn’t in your promotional mix, add it.

Not long ago, brands turned away from direct mail marketing. It was expensive and there was stiff competition for reader attention in mailboxes that were overflowing with “junk mail.” On top of that, emerging digital channels offered a less-expensive way to reach large numbers of customers easily. Now, the tables have turned. Marketers aren’t blindly…

dimensional mailer gift box
Does Anyone Not Open a Dimensional Mailer?

A dimensional mailer is by far the most effective form of direct mail. Some industry data indicates dimensional mailers have a nearly 100% open rate. According to the DMA’s annual Response Rate Report of just a few years ago, dimensional mail had the best B2B response rate of any direct mail at 8.51%. This effectiveness,…

adobe stock
Adobe Stock Makes Working with Stock Images Easier

For some designers, using stock imagery sourced from online marketplaces like Adobe Stock is like taking cough medicine—you know you need to use it, but it doesn’t mean you have to like it. Since the early 2000s, when stock photography became widely accessible through the launch of online image marketplaces, professional designers have debated whether they should use…

PaperIsPaper1
What Do You Need to Know About Paper Anyway?

If you’re a marketing or design professional today, in addition to all of your other responsibilities, you are most likely tasked with buying print services. Years ago, a dedicated production manager or print buyer would find qualified vendors, get bids, submit files and deal with the printer. Unfortunately, that position has almost completely disappeared from the industry.…

showdonttell
Use the Physical Properties of Print to Show Who You Are

“Show, don’t tell” is a maxim for writers that goes all the way back to elementary school English class. Executed at the right time, showing, or placing the reader in the moment through the use of descriptive text and detail, can make a much more dramatic sensory connection than using boring exposition (or telling) to…

IMG_0803
Good Print Specs are the Key to Successful Projects

With more than 30 years in the printing industry, we know a few things about what print buyers want. Most importantly, they want to work with a trustworthy partner. After that, when it comes to project delivery, they want speed, quality and no surprises. Every once in a while, however, some project seems just a little…

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Digital Technology has Disrupted the Specialty Graphics Industry

By Joe Olivo I recently had the pleasure of traveling to Atlanta to attend the SGIA Expo, which is the Specialty Graphic Imaging Association’s annual event. Like most trade shows, the expo brings together vendors, printers, manufacturers and other industry professionals to see new equipment and discuss trends. In the case of SGIA, the focus…

ChecklistFileSetup
Follow These File Prep Tips to Speed Through Prepress

The dreaded error list. For any print project going through file prep, it means a delay in progress. Missing fonts, low-res images—no matter the error, it takes time to troubleshoot. As a result, turnaround gets extended. Extra time is not the troubling part of fixing file prep errors. It’s the knowledge that the delay was probably avoidable. A little…