Join Trish Witkowski for an in-depth discussion in this video Varnishes, coatings, and paper choice, part of Learning Direct Mail Strategy.
…Utilizing the tactile quality of a printed mail piece…can be a great way to stand out from the…crowd, as there's an undeniable physicality to a printed mail…piece that gives it the power to captivate the recipient.…Choosing papers that are different from the norm in some way, brighter and…whiter, smoother and glossier, colored and textural,…can send subliminal messages to your recipients.…You can leverage paper choice to communicate sophistication,…eco-consciousness, style, and personality.…And you can even deliberately choose low budget papers for a bargain basement look.…
It all depends upon what you're trying to accomplish.…You can apply varnishes and coatings to enhance the appearance of the paper,…or you can use them merely to protect the surface of the printed sheet.…Varnish in dull, gloss, or satin finish, is…ink that is either without pigment, or lightly tinted…with pigment for a more subtle wash of color.…Varnish can be applied as a flood, which…would be applied on the entire printed area,…or as a spot application, which is applied…
- Defining the mailing list
- Keeping your mailing list up to date
- Creating the offer
- Formatting strategies
- Using special packaging like varnishes, stamps, and stickers
- Leveraging technology, such as variable data printing
- Adding an Intelligent Mail barcode
- Green mail strategies
- Tracking and measuring results from your direct mail campaign
Skill Level Beginner
Building an Integrated Online Marketing Planwith Matt Bailey3h 7m Intermediate
Learning Print Production (2012)with Claudia McCue4h 27m Beginner
Print Production: Spot Colors and Varnishwith Claudia McCue1h 58m Intermediate
1. The Audience
2. The Message
3. The Format
5. Leveraging Technology with Mail
6. The Environmental Argument
Green mail strategies4m 51s
7. Testing, Tracking, and Measurement
Next steps1m 36s
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