Business General Author: Johnio Muccles

Good creative graphic design is fundamental to the success any print project. Because digital printing is fast taking over from lithographic printing due the flexibility of what is possible, Graphic Designers are playing a bigger role in the process. With so much direct mail coming through our letterboxes, unless the paraphernalia is attractive enough or suitably personalised, it quickly becomes a recycling item. Many companies still allocate too little credibility and therefore a smaller budget than is necessary to achieve the desired effect.

Direct Mail Marketing using variable data software with a digital printer is the perfect combination for affordable and successful marketing campaigns. The benefits are the ability to process very small runs of a particular set of graphics in parallel with each other, thereby trialling to ascertain the best results for future marketing campaigns. With the additional cost saving of digital printing in small runs. Furthermore because of personalisation the return on investment far exceeds what was achieved in the past.

The application of direct mail has endless possibilities and can be combined with CD and DVD Packaging with duplicated CD or DVD holding data and extra features to further entice the existing or potential customer including the ability for interaction via the internet. graphic design is again the key to the possibility of the package being opened but with the inclusion of a CD or DVD the percentage of successful opening goes through the roof. Again, digital printing allows this marketing tool to be cost effective and flexible.

Direct mail can be applied to almost anything that can be printed and sent through the post. With CD and DVD Packaging, this could be the CD jewel cases and DVD cases with paper parts digitally printed as well as card wallets and even Digipaks. Naturally there are the usual standard assortment of printed leaflets, flyers, booklets and brochures and also postcards. graphic design could centre on the business you are targeting or the individual. The whole point of direct mail is to get the recipient to look inside; the rest is purely down to whether your product or service is attractive enough for them to want to follow it up.

Creativity is the key so do not constrain the graphic design process by adding too many barriers. Simply put, if you have chosen the right designer for the job, they will only require a loose brief to create the graphics that will help to encourage the opening of the package and finally create future business potential. Remember the whole point of direct mail marketing is to entice the receiver into opening the package, so don’t let the inside graphics disappoint either.

It is not without reason that large corporates have sent used direct mail marketing over the years, with the budgets they possess, they could afford to send out hundreds of thousands printed by lithographic process. Although their return was a mere one or two percent, it still created a continuing increase in their customer base. Now with the introduction of high quality digital printing, this marketing tool is available to any sized company, and with the return for well prepared graphically designed direct mail achieving from ten to fifteen percent, it would be irresponsible for any marketing department not to utilise this resource.

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