The Foil & Specialty Effects Association (FSEA – Topeka, Kansas) has released a new whitepaper titled Transforming Direct Mail with Print Embellishments. The 8-page resource provides detailed information on why direct mail works in the overcrowded digital world, and how direct mail campaigns have used foil, specialty coatings and other embellishments to enhance impact and response rates. “The mailbox is a competitive marketplace – not much different than retail shelf space,” said Mark Baugh, President of Baugh Graphic Finishing House in Indianapolis, Indiana, and past president of the FSEA Board of Directors. “Direct mail marketers have a very short time period to attract a potential customer, and embellishments have helped to get the message across.”
The whitepaper concludes that by adding the vibrant tactile elements that can be experienced with foil, die-cutting and other embellishments, a direct-mail piece better resonates with those who receive it, resulting in a better return-on-investment for the sender. Several experts in the field are quoted, data points from the USPS and others are provided, and photos offer samples of a variety of direct-mail projects using embellishments. The new whitepaper is currently available to FSEA members and can be downloaded from the Members Only section of the FSEA website. The Foil & Specialty Effects Association (FSEA) provides a wide range of resources to help companies remain profitable today and into the future. From cost-saving programs and educational opportunities, to green initiatives proving the sustainability of foil decorated paper and board, the FSEA strives to provide its members with ideas, resources and solutions to grow in today’s competitive marketplace.