Our sense of touch is powerful. It can drive us to open direct mail just because it feels good.
So how does your direct mail feel to your prospects and customers? From the paper you choose to the ink and coatings, are you generating curiosity and a desire to touch your mailer? There are many ways to appeal to a person’s sense of touch and many of them are not expensive. Have you considered using texture? Coatings do more than just protect the print from scratching damage in the mail. They can capture interest for your direct mail piece. When you create a unique textured feel, your response rate will increase.
Some fun coatings for you to consider:
- MiraFoil: Create metallic effects in a precise fashion.
- Raised: Gives the embossed look without actual embossing.
- Pearlescent: Gives an elegant shimmer look.
- Sandpaper: Gives a rough sand paper like feel.
- Soft touch: Creates a velvet texture for a nice soft feel.
- Glitter: A large glitter flake that is available in a variety of colors.
- Metal Flake: Fine metal flakes similar to car paint.
- Thermochronic: Temperature activated, changes color when heated.
- Photochromic: This coating is activated by sunlight to change color.
- Glow in the dark: This is a high gloss coating that will glow in the dark.
- Scratch off: Available in gold or silver provides a non-see thru coat
Now that you have selected your coating, imagine how creative you can get with your design. You want to have the feel of bricks? No problem. 3D raised steps? No problem. It’s like the old “Pat the Bunny” books; you can have so many textures at your fingertips to choose from. Don’t go overboard and put several on one mailer, but mix a couple to really get people to want to feel your mailer. Show your prospects and customers how your product or service feels; grab that sensory emotion to increase your response.
Standard coatings to choose from are:
- Varnish: This is basically like a colorless ink and can be applied in gloss, dull or satin forms as the piece is printed. This is not environmentally friendly.
- Aqueous: A water based coating applied as the piece is printed. It protects better than varnish and is more environmentally friendly.
- UV: This provides superior protection and comes in glossy or dull.
- Laminates: This is best for protection from water as it seals in the paper. This is not usually needed for direct mail pieces.
With any of the above coatings it is a good idea to check with us to make sure we can inkjet over the coating. You do have a couple of choices if the coating is not inkjet compatible. You can knockout the mail panel when coating to leave it unfinished for inkjet. Or you can use and envelope/poly bag as a cover. Just one more thing to consider is that a paper envelope can be inkjeted, but a poly bag will require labels. Make sure to consider all your options and costs before proceeding.
Direct mail is about engagement, pulling the recipient into your mailing by creating interest.
The more interesting it is, the better response you are going to get. You will also find that when you create a direct mailer that people really enjoy, they show it to others. The more people who see your mailer, talk about it, and share it, the better your response will be. Sensory input leaves a lasting impression on the recipient. Are you ready to get started?
Call us in San Diego at (619) 448-6111 or email email@example.com we are glad to help!
Download Creating Direct Mail That Sells: