Many innovations in direct mail that we’ve witnessed in recent years have involved the use of technology.
However, there have also been innovations in the more traditional areas too, changing the way that direct mail is printed. Below we have looked at one such innovation; foil printing and blocking and their use in direct mail campaigns.
What is foil printing and blocking?
Foil printing has many names, including foil blocking, foil stamping, hot foil stamping, and foil application, but they all refer to the same printing process. Quite simply, foil printing is the process of applying a metallic or pigmented foil to your direct mail. A heated die is then used on top of this foil, making it a permanent fixture to the surface that you have printed on.
You will generally find two types of foil printing or foil blocking machines; manual stamping machines and pneumatic foil stamping machines.
The diversity of options with foil printing
Foil printing is available in a wide range of colours and is typically available in both matt and gloss versions. The majority of foil printing is applied to smooth surfaces, but it can also be applied to textured surfaces too. Special effects are available such as grain, leather, marble and wood, as well as holographic styles too.
What are the benefits of foil printing and blocking for direct mail campaigns?
So, now that you know more about what foil printing and blocking actually is, what are the benefits that this type of innovation can provide to direct mail campaigns?
1) Great marketing strategy
In the same way that you should look at ways to optimise your envelopes to draw in your receiver’s attention, you should be doing the same with the direct mail itself too. The foil can come in many colours and finishes, most often gold and silver, to really capture your reader’s gaze quickly.
You can use simply yet elegant designs, or more elaborate patterns to highlight premium offers, ensure your important content gets read, or simply to help your direct mail stand out from the rest.
2) Cost effective form of direct mail
You may think that shiny and expensive looking gold foil will incur a large cost for your direct mail campaign. You may be surprised to learn that this couldn’t be further from the truth!
Foil printing and blocking are cost-effective ways of pushing your direct mail campaign to a new level, all without breaking the bank. Contact our experts to receive a tailored quotation today.
3) A premium direct mail campaign
Regardless of the cost of foil printing, the elegant finish that it provides conveys a sense of your product or message being one of a premium value. Your customer will instantly associate your campaign with quality.
4) Campaign alternative to email marketing
As more and more businesses become aware of the limitations and poor response rates of email marketing they will turn to alternatives such as direct mail. When they do it’s important that mailings are eye-catching and well-crafted. Direct mail with foil stampings adds a touch of class.
It will stimulate the reader to want to touch and engage with your direct mail, getting them one step closer to buying into whatever it is that you are selling. Isn’t it worth putting that extra little bit of effort into increasing response and conversion rates, after all what is the value of a new customer?
Other innovation tactics for direct mail campaigns
We hope you have enjoyed this quick foray into the opportunities presented by foil printing and blocking in direct mail campaigns. This is just one of many other tactics and techniques used for innovating a direct mail campaign, from including sample products to optimising your envelope. If you want to know more about foil printing in direct mail campaigns, simply give bakergoodchild a call on 0800 612 1972.
Image credit: annekarakash