With fewer printed pieces in buyers’ mailboxes, it’s easier than ever to get noticed. But your competitors are taking advantage of increased mailbox visibility, too. How do you ensure that your direct mailer is the first one recipients pick up? The one they spend the most time with? By using print embellishments.
Print embellishments, including metallic foils, raised coatings, and embossing, turn a high-quality piece into truly “Wow!” As consumers ourselves, we intuitively understand this. We love to pick up these pieces, hold them, and engage with them. But does this engagement translate into sales? A new study says yes.
A Real-World Test with Real Results
The study was conducted by the Foil & Specialty Effects Association (FSEA), which worked with a local company, Charlie’s Car Wash, to create two versions of the same postcard. The cards, which offered a free car wash, were mailed to 7,500 households near a new location.
Half received standard four-color printed postcards. The other half received postcards enhanced with raised textured coatings and gold metallic embellishments. Both groups received identical offers and messaging. The only difference between the two was the embellishment.
Foil & Specialty Effects Association (FSEA)
The results? The embellished postcards achieved a 16.8% response rate compared to just 12.8% for the plain versions. That’s a 31% improvement in performance from adding tactile and visual enhancements.
Why Embellishments Work
This study confirms what research into consumer behavior already tells us: people respond emotionally to tactile experiences. When recipients can feel the raised texture or see metallic accents catch the light, it creates an immediate sensory connection that plain printing simply can’t match.
In an era in which consumers are bombarded with digital messages, a beautifully embellished printed piece creates impact.
What This Means for Your Marketing
If you’re planning direct mail campaigns, consider the ROI of embellishments. In this study, an additional 151 people responded to the embellished version. That’s 151 potential customers who might have ignored a plain postcard.
The upfront cost of embellishments is typically modest, but the performance lift can be substantial. Whether you’re promoting grand openings, special offers, or high-value services, these tools can help ensure your message doesn’t just arrive. It gets acted upon.
The numbers tell the story.
If you found this article helpful, be sure to visit our latest piece on our Ink Pedia Blog for more insights into sustainable practices, innovative technologies, and effective strategies to enhance your brand. Don’t miss out on valuable information that can take your printing projects to the next level!
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Associated Printing Productions, Inc.
APPi
