Today we announced the installation of a new Komori GL640/C press for promotional plastic and paper cards, including gift and loyalty cards. This strategic investment expands our production platform for innovative direct mail by adding technology designed to improve response rates for our clients.
The Komori GL640/C delivers high-quality printing on paper and plastic with higher run speeds and closed loop spectrophotometer color controls and print register. The high level of automation of the press contributes to shorter production cycles which are needed to meet today’s speed-to-market demands across all vertical markets.
Why Use Plastic Cards in Direct Mail?
If you’re skeptical about the impact the types of promotional cards that will be produced on the Komori GL640/C can have on direct mail response rates, you may want to reconsider. We’ve written in the past about the benefits our clients experience by including a promotional card in their direct mail packages, often seeing a double-digit lift in response. Whether seen through the envelope window or felt within the package, they pique the interest of the recipient and trigger a curiosity factor that’s hard to resist.
Promotional cards can also be used as part of a sophisticated testing strategy. Our production platform allows clients to compare cards with a unique call-to-action (CTA) that differs from the CTA in the letter. From there, we’re able to analyze the additional value promotional cards have on response rates – and it’s clear they make a sizeable impact.
The Komori GL640/C Supports our Sustainability Efforts
We have a very comprehensive Environmental Policy, which includes a commitment to making our manufacturing processes more efficient and lessening our impact on the environment. The Komori GL640/C was designed to save energy, cut paper waste and reduce volatile organic compounds (VOCs) released during printing. Due to its flexibility, it can also print on more eco-friendly plastic cards that we offer to clients.
If you would like to learn more about the opportunities this new technology presents for your current campaigns, or would like to discuss the impact promotional cards can have on your direct mail efforts, please speak to your account executive or contact us.
Subscribe to SpeakingDIRECT to have new articles delivered to your inbox as they post. We promise to keep it fresh and interesting.