Why is choosing the right direct mail paper stock such an important part of your direct mail campaign?
You want to make an impact on your potential customer. The greatest connections are made emotionally, but how in the world does paper stock evoke emotion? The paper stock is where you present your offer. In addition, the stock is how you “position” your offer. If the stock is glossy versus matte, the visuals aren’t going to “jump” as much.” If your product or service is at the higher end, the stock has to convey that fact.
You need the right kind of impact if you want the offer to pull. However, the heavier the paper, the higher the required budget. You must figure out how much you want to invest in paper stock, in addition to your other direct mail costs.
The 9 Things to Consider When Choosing Paper Stock:
Here’s a checklist to review before making your final selection:
- WEIGHT – Lightweight for cost savings versus heavier weight for emotional appeal.
- FINISH – Choose between uncoated paper or paper with a satin or gloss finish.
- OPACITY – How much light is transmitted through your paper stock?
- TEXTURE – Texture adds aesthetic value but it can impact the printing quality.
- BRIGHTNESS – The brightness of a paper stock affects readability and the perception of ink color.
- COLOR – This is an important consideration. You want emotional appeal but you must take into account the ink color used for printing.
- ENVIRONMENT – How eco-friendly do you want your project. Many recipients react positively to “100% post- consumer recycled content.”
- PEN FRIENDLY – If your project includes a response device that needs to be completed by the recipient, make sure they can write on the stock easily. It is best to have uncoated stock with no ink color behind the response area.
- DURABILITY – How long will your mailing piece be in the hands of the recipient? How many people might touch it along its journey?
Pick the right paper stock for your direct mail campaign. Consider emotional appeal, design, and budget. Make sure you take into account durability and whether or not you need a handwritten response.
The experts at Mail Manager know how to help you make the best decision for your needs. Call and let them help you pick the right card stock for your direct mailing.
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