Many companies large and small are missing a marketing opportunity applicable to direct mail marketing
. In the past, this product and the service was the domain of large corporates who could afford to flood the market with their advertising literature. Now, with the advent of digital printing, not only is it now available to smaller companies, it is available at an affordable price and with much more scope for innovation in print with the help of graphic design
Previously, direct mail printing was purchased in huge numbers using a lithographic printer. Due to the cost of these enormous printing presses and the labour intensity of making and changing the plates, it also had the disadvantage of not having the ability to create personalised prints, therefore, unlike digital printing every print was identical and simply had an address label stuck on later. This is the main reason why most ended up in the wastepaper basket without even being opened.
The return on investment for companies was only in the region of one or two percent. With the availability of high end digital printers using variable data software the goalposts have moved and the service is now available to any company. Furthermore with a ROI increasing to ten to fifteen percent the potential is enormous. graphic design
is now one of the most important aspects of this service as every single print can be personalised to suit each recipient.
There are no plate changes necessary as the individual information is stored on the rip drive and the whole digital print run proceeds é─˛on the flyé─˘, in other words without stopping. There is no need to order the huge volumes previously demanded to make the printing cost effective and customers can try small batches and test the market before applying a full print run. Although there is a possibility of slight colour variations compared to lithographic printing, the quality of the
is exceptional when the price and flexibility is considered.
Variable data can be applied to almost any type of print when using digital printing
. As well as the usual items such as leaflets, flyers, postcards, booklets, brochures etc., it can also be applied to CD and DVD packaging, including Digipaks, CD jewel case inlays, and CD and DVD booklets and so on. Consequently companies can send out their duplicated CD and DVD projects and personalise them in such a way that will make them even more attractive.
In conclusion, this process of digital printing with variable data software is a valuable direct mail marketing
tool that is relatively untapped. Furthermore the cost of this type of marketing is acceptable and will not exhaust a companyé─˘s budget for their marketing campaign. By incorporating creative graphic design for each individual print, you will ensure that when received it will be opened and almost certainly impress the recipient to want to follow up your message within. Remember the hardest part of any sale is being able to get your message across and in front of your potential customer.
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