Our letterbox is an extremely busy place. Bills, advertising and an array of direct mail all vying for our limited attention. Sure, there are rules and forumulas to improve your response rate, buy how do you actually make it past the recycling bin and to a point where your customer is even considering your offer?
How about, plain and simple, being different. We hear that different is good, and generally that’s the case when it comes to standing out amongst the letterbox clutter. Try different sizes, colour, feel, packaging or smell.
The physical attributes of a direct mail piece, such as thickness, shape, texture, folds and corners all help the brain form a mental map of the message. The more sensory the piece, the stronger the imprint created on the memory, and the more value the individual places on it. Try using fluro or vibrant in colours, laminates, embelishment or special print finishes to stand out.
Direct mail is an effective way to reach current and prospective customers. It’s tangible and timely, and it can be measured, personalised and targeted.
With 99% of people opening mail that’s addressed to them, it’s a sure fire way to get into the hands of your customers.
Printcraft is an Australia Post accredited mail house with plastic wrapping, envelope insertion, envelope printing and self mailer capabilities. Talk to the experts when considering your next direct mail campaign.
how direct mail stacks up.
Customers respond better to printed material! It’s tactile, it’s kept and shared, it can be made personal and most importantly it’s an underutalised part of today’s marketing mix.
99% of people open mail addressed to them
60% read it thorouglhly
54% of people keep it for later reference
Often we associate the term ‘print’ with putting ink on paper. Although the specifics may not always seem important, the look and finish often is, so it’s good to understand the basics of what you’re buying.
Offset printing refers to the transfer process of an inked image from a metal plate to a rubber blanket, and then on to the final paper substrate. Colour is created through tiny dots made from four primary ink colours – cyan, magenta, yellow and black. This is commonly known as CMYK or four colour process.
pick and pack
THE KEY TO OUR SURVIVAL
People often ask me how Printcraft has continued to grow in these challenging industry times.
For me, the answer is simple. Invest wisely in technology; embrace change; empower our people; and continue to develop a winning culture throughout every area of the business. Our thinking and attitude are wired to look for solutions outside of just putting ‘ink on paper’.
That’s why we’ve diversified as we have. In a custom built, fully refurbished factory, our two new automated and colour controlled presses produce over three and a half million double sided colour sheets, each and every week. Printcraft also boast a full service, Australia Post mail house; a dedicated pick, pack and logistics operation; custom direct mail house; custom direct mail equipment; digital printing technology including a HP Indigo press; and large format posters, banners and signage.
I’m also proud to say, every day we increase our knowledge and resources in a digital and multichannel space. PIVOT, our marketing automation software, caters for simple web2print solutions right up to multiple touch point, cross media campaigns.
Again, it’s adding value to the clients to simply ‘want more’, because ‘more’ is what we do.
Matt Naughton – General Manager