Direct mail targeting has come a long way since the sixties. Brands have become so good at targeting their messages that we’ve come to expect a certain level of personalization and are disappointed when our expectations aren’t met. In order for brands to create this level of personal connection, they’re relying on complex segmenting approaches such as variable data printing.

What Is Variable Data Printing?

Variable data printing is a form of digital print production that allows for pinpoint customization. Instead of sending say, 10,000 identical direct mail pieces to customers, marketers can use variable data printing to create10,000 customized pieces in the same amount of time. Sending customized direct mail to each recipient raises conversion rates.

At Post Press Specialties we know how effective variable data printing can be. Using our state-of-the-art data aggregation processing systems, we can help you tailor a unique message for each member of your database. This goes far beyond simply printing unique address labels. Depending on how many data points you have, direct mail pieces can be fully customized for each prospect. For example, a university can target high school students and include references to their current high school, their fields of interest and even the clubs and associations they belong to. Images can be seamlessly altered and reflect particular points of interests to the recipient.

The Benefits of Variable Data Printing

Marketers are utilizing variable printing technology more than ever before. It’s easy to understand why when you consider the benefits:

Leveraging Data: why collect customer data if you aren’t going to use it? Variable data printing makes the most of reporting software, redemption rates, and other analytics by using that information to create tailored campaigns with greater impact and engagement.

Endless Customization: variable data printing goes beyond marketing segmentation to create hundreds or thousands of completely unique pieces for a single campaign.

Quick Turnaround: variable data printing doesn’t require each variation to be ordered, printed, and shipped separately. Instead, thousands of unique printed pieces are executed at mass production rates, making personalized marketing not just simple, but fast! Be assured that Post Press Specialties can meet your deadline.

Increased ROI: PODi and DMA data report that while response rates for non-personalized mail pieces average 2%, personalized pieces have a response rates of 6%—an increase of 300%!

Does it work?

1. The vast majority of shoppers (86%) say that personalized marketing impacts their likelihood of making a purchase.
2. 94% of marketing professionals across industries said personalization is “important,” “very important,” or “extremely important” for meeting current marketing objectives.
3. Nearly a third of shoppers (31%) wish their shopping experience was more personalized.
4. 67% of shoppers who’ve experienced personalized marketing are highly in favor of personalized offers based on past experiences.
5. 96% of retailers believe that personalization influences what consumers buy.
6. Only 39% of retailers currently send personalized product recommendations via email.
7. Most brands claim that personalization is a part of their current marketing strategy, with 85% agreeing that their efforts are based on broad segmentation.
8. Though personalized messages deliver six times higher transaction rates, only 30% of brands are sending them.
9. 60% of marketers say they struggle to personalize content in real time, though 77% believe real-time personalization is crucial to marketing efforts.
10. 73% of consumers prefer to purchase from brands that use personal information to create more relevant shopping experiences.
11. 45% of online shoppers are more likely to patronize sites that make personalized recommendations.
12. 40% of consumers buy more from retailers who personalize their shopping experience across all marketing channels.

The data tells a clear story: when it comes to direct mail marketing, it pays to personalize. Raise engagement rates and boost ROI by making variable data printing a central part of your marketing strategy. Not sure where to start? Post Press Specialties is happy to help! Call us today at 816-257-1919.

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The study looked at 23 printing special effects, including glitter, gloss & matte, scents, scratch-off, glow-in-the dark, and textures printed with UV coatings and other specialty inks.

According to Hal Hinderliter who conducted the study, “Adding value to print is often touted as a way to improve the profitability of print service providers, but until now there has never been definitive research on the topic.” Hinderliter’s team surveyed 577 print service providers (PSPs), trade service providers (TSPs), print buyers, brand managers, and vendors through in-depth phone interviews.

Their findings are as follows (graphic courtesy of The Visual Media Alliance):

Post Press Specialties excels in offering the exact print finishing services that were deemed the most valuable. We’ve become one of the Midwest’s largest binderies by continuously reinvesting in our equipment and adding capacity. Here is just a small sampling of what we can do:

We have become one of the most respected binderies in the midwest by helping commercial printers maintain and increase profitability. Call us today at 816-257-1919 and we’ll be happy to help you with your next project, big or small. Drop us a line at: https://post-press.com/contact-us/

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In their executive summary, the FSAE concluded that:

“There are clear advantages to foil stamping on packaging, in terms of attracting attention faster and retaining attention on packaging longer than identical packages without foil stamping.”

They went on to say:

“Overall, this pilot experiment clearly indicates that foil stamping on packaging provides real benefits concerning consumer attention on packaging.”

This is why many industries utilize foil stamping for their B2B marketing and packaging. Next time you are in a grocery story, take note of the many products that are using this technique. In marketing, first impressions are key, and a product marketed in a foil-stamped package may have a higher perceived quality and value than one in a standard package. In addition to increasing the perceived value, foil also draws attention, which can make a particular product stand out among a crowd of competition.

Consider the findings of Thales S. Teixeira in his white paper, The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It (Harvard Business School).

Teixeira concludes that:

 “Attention is a necessary ingredient for effective advertising. The market for consumer attention (or “eyeballs”) has become so competitive that attention can be regarded as a currency. The rising cost of this ingredient in the marketplace is causing marketers to waste money on costly attention sources or reduce their investment in promoting their brands. Instead, they should be thinking about how to “buy” cheaper attention and how to use it more effectively.”

Simply put, brands that are successful attract consumers and keep them engaged. Hot foil stamping is a cost effective way to achieve that goal. Over the last twenty-five years, Post Press Specialties has created stunning and effective pieces on a multitude of different stocks and substrates. Shiny gold, silver and other metallic foils are sure to grab attention in even the most crowded retail spaces. Foil stamping will not only help your product stand out, but it will also add a touch of elegance that will appeal to many consumers. We offer a wide selection of foil colors, finishes and effects from which to choose, to help individualize the style of your product packaging.

Over the last two and one half decades we have foil stamped business cards, booklet covers, pocket folders, stationery, holiday cards, invitations, labels, seals and postcards. Call one of the largest binderies in the Midwest, Post Press Specialties at 816-257-1919 and we’ll be happy to discuss your next project. We’ll help you finish what you’ve started.

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Not only does the transparent film add strength, rigidity and protection it also enhances the appearance of the printing by deepening and brightening the ink colors.

In an effort to provide state-of-the-art finishing services to the commercial printing industry, Post Press Specialties just added an Autobond 76 TPE Laminator. In honor of our new arrival, let’s review some of the benefits and applications of lamination.

Here are just a few of the many benefits laminating provides:

1. Durability – Lamination increases the durability of print materials, allowing them to withstand frequent use.
2. Protection – Need protection against fingerprints, smudges, stains, spills, tears, wrinkles, marks or abrasions? Lamination is the perfect solution. Plastic enclosures also protect against oil, grease, dirt, moisture and other contaminants.
3. Appearance – Proper lamination improves the appearance by enhancing the ink colors of the printed piece. This creates a more professional look and holds attention longer.
4. Quality – Lamination gives the impression of higher quality and importance.
5. Versatility – Our Autobond Laminator can laminate one-side, two-side or edge sealed. This state-of-the-art laminator can handle sheets as small as 9” x 12” all the way up to 29” x 41”. It can also accommodate any substrate between 80# text and 24 point.
6. Cost effectiveness – Since lamination increases the longevity of print materials, it saves money on reprinting.

The applications for laminating are endless. Post Press Specialties have laminated thousands of different types of products and pieces such as:

• Restaurant and Bar Menus
• Price and Part Lists
• Maps and Bookmarks
• Educational and Training Materials
• Membership Cards and Business Cards
• Machinery Warnings
• Maintenance Procedures
• Operating and Safety Instructions
• Signage and Rules
• Reusable Hang Tags
• Counter and Tabletop Displays
• Sales Presentation Materials
• Sell Sheets and Product Fact Sheets
• Showroom and Trade Show Materials
• Pocket Folders and Book Cover

if you have any additional questions about the benefits and uses of lamination, give one of the Midwest’s largest binderies, Post Press Specialties, a call at 816-257-1919. We provide print finishing services for short or long production runs. We’ve been “Finishing Strong” for over twenty-five years.

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