Making the right paper choice for your direct mail campaign can be the difference between average and exceptional results. Through years of experience with digital printing and offset printing, we’ve discovered that paper selection impacts not just the look of your piece, but how recipients respond to it.
Most marketers focus solely on design and copy, overlooking the crucial role that paper plays in recipient perception. The weight, texture, and finish of your paper all send subtle but powerful messages about your brand and offer. Understanding these nuances can significantly improve your campaign’s performance.
Digital printing technology has revolutionized what’s possible with different paper stocks. Today’s advanced printing systems can produce stunning results on a wide variety of materials, opening up new possibilities for creative direct mail campaigns. The key is understanding which options will resonate most strongly with your specific audience.
Paper selection also affects how long recipients keep your mail piece. Higher quality materials are more likely to be retained, especially for reference materials or important offers. This extended shelf life can significantly increase your campaign’s overall effectiveness.
Environmental considerations are increasingly important in paper selection. Many customers respond positively to recycled stocks, particularly when environmental responsibility aligns with your brand values. Modern recycled papers offer quality and performance comparable to traditional stocks.
