How Your Paper Choice Can Affect Your Mail Campaign

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It is time to kick off a new direct mail campaign. With so many decisions to make, you may not consider the impact your choice of papers can have on the campaign’s success.  It is hard to believe – but it is true – the right paper stock can make or break your next direct mail company campaign.

Why Paper is So Important

When designing a brochure, postcard or even a letter, you have a lot to think about: the print size (and font); the wording; illustrations and so much more. But the paper – is that really important? You bet it is! No matter how beautiful the design, your printed project will fall flat if it is done on the wrong paper.

Think about it; paper sets a tone for the entire piece.  Too cheap and flimsy and your customer base may think that your product is the same.  Too elegant and sophisticated and you could lose a more down to earth client base.  Choosing the right paper stock is paramount to ensuring that your campaign delivers the result you are after.

What to Consider When Choosing Paper Stock for your Direct Mail Piece

Now that you know how important your paper selection is to your overall campaign success, you may be wondering what kind of paper is best. First you have to consider a few things:

What You Want to Communicate

Is this a formal letter or a fun and trendy brochure? The paper stock you choose will need a lot on the image you want to convey.  For instance if you are trying to sell a high end (and expensive) product, you really want to use high end paper.  In some cases you may even opt for a thick embossed stock.

However, if your brochure is showcasing less expensive bulk priced items, the odds are good the customer won’t think twice if it is printed on cheaper paper; they may even expect it.  When targeting environmental friendly prospects, it is always best to go with a recycled paper that is certified by the Forest Stewardship Council (FSC).

When considering paper stock, think about the message you are trying to convey.

The Artwork it will Feature

Lower quality stock can really affect how customers perceive the artwork on your piece. Have a few samples made to see which best represents your business or organization.

The Tone of the Piece

Setting the right tone with your mail piece is important because it is what ultimately elicits the emotional response needed by those who receive it.  For instance, bright colored paper gives a startling effect. That’s okay if it is the reaction you are looking for.  But, if you want to generate excitement for an event, a warmer color may be best.  Dull colors are quiet, which are great options for more subdued topics, while people find cool colors more relaxing.

It is time to kick off a new direct mail campaign. With so many decisions to make, you may not consider the impact your choice of papers can have on the campaign’s success.  It is hard to believe – but it is true – the right paper stock can make or break your next direct mail campaign.

Why Paper is So Important

When designing a brochure, postcard or even a letter, you have a lot to think about: the print size (and font); the wording; illustrations and so much more. But the paper – is that really important? You bet it is! No matter how beautiful the design, your printed project will fall flat if it is done on the wrong paper.

Think about it; paper sets a tone for the entire piece.  Too cheap and flimsy and your customer base may think that your product is the same.  Too elegant and sophisticated and you could lose a more down to earth client base.  Choosing the right paper stock is paramount to ensuring that your campaign delivers the result you are after.

What to Consider When Choosing Paper Stock for your Direct Mail Piece

Now that you know how important your paper selection is to your overall campaign success, you may be wondering what kind of paper is best. First you have to consider a few things:

What You Want to Communicate

Is this a formal letter or a fun and trendy brochure? The paper stock you choose will need a lot on the image you want to convey.  For instance if you are trying to sell a high end (and expensive) product, you really want to use high end paper.  In some cases you may even opt for a thick embossed stock.

However, if your brochure is showcasing less expensive bulk priced items, the odds are good the customer won’t think twice if it is printed on cheaper paper; they may even expect it.  When targeting environmental friendly prospects, it is always best to go with a recycled paper that is certified by the Forest Stewardship Council (FSC).

When considering paper stock, think about the message you are trying to convey.

The Artwork it will Feature

Lower quality stock can really affect how customers perceive the artwork on your piece. Have a few samples made to see which best represents your business or organization.

The Tone of the Piece

Setting the right tone with your mail piece is important because it is what ultimately elicits the emotional response needed by those who receive it.  For instance, bright colored paper gives a startling effect. That’s okay if it is the reaction you are looking for.  But, if you want to generate excitement for an event, a warmer color may be best.  Dull colors are quiet, which are great options for more subdued topics, while people find cool colors more relaxing.

So, how important is color? It has been reported that color can increase mail order response by 20% (American Paper Institute) and improves readership by as much as 40% (Color Marketing Group).

When it comes down to it, you must consider what message you want your piece to send and choose a paper stock that effectively accomplishes that goal.

A lot goes into designing a winning mail piece.  While you may find yourself caught up in the design and print details, do not underestimate the power of the paper. Choose wisely and you will not be disappointed by the results.

So, how important is color? It has been reported that color can increase mail order response by 20% (American Paper Institute) and improves readership by as much as 40% (Color Marketing Group).

When it comes down to it, you must consider what message you want your piece to send and choose a paper stock that effectively accomplishes that goal.

A lot goes into designing a winning mail piece.  While you may find yourself caught up in the design and print details, do not underestimate the power of the paper. Choose wisely and you will not be disappointed by the results.

United Graphics and Mailing Group offers a full spectrum of printing services for all of your editorial, marketing, and promotional needs. We can help you with the best mailing list for your business. If you would like to get started on buying the perfect mailing list today, you can contact us at any time.

  • Richard Morris

    A recent campaign that my marketing team created in July was based on promoting a marketing brochure for the basics of mobile marketing. We considered the print size, fonts, images, wording, branding, etc. but didn’t really think that the paper density was that big of a deal. After little discussion, we worked with an Elk Grove brochure printing company and went with a coated paper that had a glossy finish to look more expensive but the problem was the paper was actually too thin. We wanted paper that was about 250GSM but the paper for the brochure was only about 150GSM, so the pieces looked more like a magazine instead of a brochure. It was too late to change the quality of them so we had to go with what we had. Since our target audience are upscale, we made sure that our latest marketing brochures and direct mail order had the right paper density and quality. This time around we’re fine if the cost of brochure printing is expensive and we’re hoping to get better results!