Color can be a powerful addition to the effectiveness of direct mail campaigns. It increases brand identity, readership and most importantly, has been proven to increase response rates compared to black-and-white printing. And with the improvements of today’s color digital printing technology, adding a little color to your campaign shouldn’t push your budget into the red.
Before we go any further, it’s important to keep in mind that if your mailpiece lacks relevance and an engaging response mechanism, all the colors in the rainbow won’t help you achieve your goals.
With that said, conversations regarding color quickly turn to how much it will cost. It’s unavoidable that adding color increases expense. However, since adding color should improve response rates, the focus should be on ROI, rather than cost per piece.
Still, there are some steps marketers and production partners can take to contain costs as much as possible. They include:
- Make the most of the maximum sheet size, along with substrate and grain direction. The goal is to allow for the most efficient finishing possible.
- Use Web-to-print tools to reduce inefficient workflows and numerous touchpoints.
- Consider an RGB workflow instead of CYMK, as it can provide richer colors and better photo reproduction.
Try not to fall into the trap of simply converting a “conventionally” produced piece and moving it to a color digital press. The added flexibility in customization that color digital presses provide can truly add impressive results to your direct mailpieces.
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