Holiday Print Marketing

This holiday season, get back in black with print

The holiday season is upon us! Retailers can ensure a jolly holiday with print marketing plans that include catalogs, direct mail, and end-of-the-year postal promotions. With online advertising becoming both more expensive and more complicated to measure, print’s role in connecting with people and driving consumers to both physical stores and websites is on an uptick.

To underline the importance of print products in the retail industry, it’s essential to consider the National Retail Federation (NRF) Holiday Retail Sales Forecast. The NRF forecasts that retail sales during the US holiday season in 2023 will reach between $5.13 trillion and $5.23 trillion, or a growth of 4% to 6% over 2022, with multi-channel shopping (stores plus online) coming out ahead. This growth holds immense potential for retailers who leverage print products to connect with consumers and drive sales.

The Resurgence of Catalog Publishing and Mailing

In recent years, we’ve witnessed a resurgence in catalog publishing and mailing. Retailers are rediscovering the power of catalogs as an effective tool to engage consumers.

In August, Digiday reported that Nordstrom re-launched its anniversary sale catalog this year after phasing out the print publication in 2019. And Amazon-owned online retailer Zappos launched its first print catalog as part of its back-to-school marketing efforts. Amazon has been sending out a holiday toy catalog since 2018.

Here are some key reasons why catalogs are making a comeback:

Tangible and trusted

Catalogs provide a tangible experience that digital channels cannot replicate. Shoppers can flip through the pages, mark items of interest, and keep the catalog for future reference. This physical interaction creates a lasting impression and enhances brand recall.

Printed catalogs convey a sense of trust and credibility. Consumers often perceive printed materials as more reliable, which can enhance the perceived value of the products and the brand itself.

Curated shopping experience

Catalogs allow retailers to curate a personalized shopping experience for their customers. By showcasing select products, arranging them aesthetically, and providing detailed descriptions, retailers guide shoppers through their offerings, increasing the likelihood of a purchase.

Multi-channel marketing

Catalogs seamlessly integrate with online and offline channels. Retailers can include personalized URLs or unique promo codes that direct recipients to their websites for online purchases. Zappos is using QR codes to measure how many people are engaging with the catalog, what they’re buying and how much traffic the catalog is driving. These tools create a bridge between the physical and digital shopping worlds.

Targeted marketing

Catalogs enable highly targeted marketing efforts. Retailers can send catalogs to specific demographics, past customers, or those who have shown interest in their products, resulting in a higher conversion rate compared to mass advertising.

Direct Mail and EDDM: Niche marketing strategies

Direct mail, including EDDM (Every Door Direct Mail), is another powerful tool in a retailer’s arsenal. EDDM allows retailers to target specific neighborhoods or ZIP codes, making it an excellent choice for local businesses. It’s an efficient way to promote in-store events, sales, and special offers to the immediate community.

Personalized messaging

Direct mail, when well-executed, can provide a highly personalized experience. Customized offers, product recommendations, and exclusive discounts can all be tailored to individual recipients, increasing engagement.

Staying top of mind

Regularly sending direct mail keeps your brand top of mind for consumers. Whether it’s a monthly newsletter, postcard, or promotional flyer, consistent communication helps maintain customer loyalty. Come holiday time, sending a specialized mailer advertising gifts or services specific to the holidays will capitalize on the relationship you’ve been cultivating all year long.

Measurable results

Modern direct mail campaigns can be tracked and measured, allowing retailers to accurately assess their return on investment (ROI). Retailers can fine-tune their strategies by analyzing response rates and conversions for better results.

Maximize Impact with USPS End-of-Year Promotions

The United States Postal Service (USPS) offers various promotions throughout the year to encourage businesses to use direct mail effectively. One way for retailers to maximize their impact is to take advantage of these promotions, especially during the holiday season. The USPS 2023 promo calendar provides a roadmap for these opportunities, and we are happy to help our customers sort out which will work best for their audience.

  • Emerging Technology (now includes mobile shopping) – Retailers can experiment with emerging technologies like virtual reality (VR) or augmented reality (AR) to create immersive and engaging direct mail experiences. This promotion also encourages the integration of direct mail with mobile technology. Retailers can leverage QR codes and other mobile features to enhance the shopping experience and drive consumers to their websites and stores. Discount ends Nov. 30.
  • Retargeting – The Retargeting promotion incentivizes marketers to send personalized postcards to recent website visitors who didn’t convert. Discount ends Nov. 30.
  • Informed Delivery Promotion – Informed Delivery is a USPS service that provides consumers with a digital preview of their incoming mail. Retailers can use this promotion to complement their direct mail efforts with digital content, further reinforcing their message. Discount ends Dec. 31
  • Reply Mail IMbA – This promotion encourages Qualified Business Reply Mail (QBRM) and High Volume QBRM customers to adopt Intelligent Mail® barcode Accounting (IMbA). Participants will need to enroll in IMbA and use either a static or serialized barcode. By adopting these tools, customers can improve visibility, while also delivering easier payment methods and faster delivery speeds. Discount ends Dec. 31.

Bling in the New Year

Print products such as catalogs, direct mail, and EDDM remain powerful tools for retailers to connect with consumers and drive traffic to both physical stores and websites. The popularity of print catalogs, the personalization of direct mail, and the various USPS end-of-year promotions all provide opportunities for retailers to make a significant impact. As the NRF holiday retail sales forecast indicates, the holiday season presents a prime opportunity for retailers to leverage print products and maximize their sales potential. With the right strategies in place, print is a valuable and effective marketing channel in the ever-evolving retail landscape.

Summer Tourism

Use brochures, posters, guides and maps to promote your region’s summer fun

When the sun comes out, people start looking to keep busy, feel refreshed, see something new, and get onto the open road.

Whether you own a business or work for a city, a parks department, a farmers’ market, or a nonprofit, summer is the time for printing projects aimed at the public—posters, brochures, calendars, maps, menus, guides, event collateral, direct mail, and more.

Posters reach more people.

Posters are an underrated source of advertising, and they are excellent at bringing people back to the spot they saw the poster in the first place. For example, if you are advertising a new farmer’s market or opening one for the season, plaster the area with posters. 

An event like a farmers market draws mostly local people—people who tend to live, work, and play in the same places day after day. So it’s easy to ask them to return to a place they are already hanging out for something fun and ongoing like a farmer’s market, monthly flea market, or summer concert series. All they have to remember is the time or date. 

The same principles work for one-time events like summer festivals, retail events, civic volunteer opportunities, and more. Be sure to print the website, hashtag or a QR code on the poster for an even stronger memory aid. A simple and clear call-to-action (CTA) like “Post a selfie with this poster” will go a long way toward engaging people and bringing them back to the very place they are standing —with friends.

Read this comprehensive guide to creating posters that bring a buzz to your event.

Brochures are marketing’s best bet.

Everybody likes to pick up free stuff! Brochures are better than free—they represent possibility, excitement, travel, fun, relief from boredom, and future purchases and services that make life better.

Consider these compelling statistics when planning your summer advertising campaigns:

  • 7 out of 10 tourists, as well as visitors, tend to pick up brochures
  • 95% of visitors that obtain brochures become aware of a business
  • 80% of people consider visiting the business they saw in brochures

Keep in mind that brochures can truly reflect your brand’s aesthetic or personality. They don’t have to be the glossy three-fold six-panel classics we know from brochure stands in visitor centers across America. You can produce maps, calendars, posters, sales flyers, menus, and destination collateral, all in brochure form.

We can help you stand out with:

  • Strong brand identity through color matching and design
  • A variety of paper choices for your budget and brand
  • Professional folding and printing so your brochure is easy to read
  • Fun and functional stickers and seals
  • Addressing, sorting, storage, and direct mailing (if you want to go that route!)

Get on the map.

A March 2023 survey and report from The Vacationer revealed the potential for an enormous uptick in travel—especially domestic travel—this summer.

As summarized in Travel Agent Central this month:

Eighty-five percent of Americans plan to travel this summer. Nearly half of them are planning to travel more this summer compared to last, and those who intend to travel this summer represent a 5% increase over 2022. Ninety percent of American adults aged 30 to 44 intend to travel this summer, as do 88% of 45- to 60-year-olds and 87% of adults under 30. Forty-three percent of women said they intend to travel more, while  40 percent of men said they will.

Sixty-two percent of respondents said their travels will be domestic only. Seventeen percent said their travels would be domestic and international, while 6 percent said they would only be traveling internationally. Nearly four in five travelers plan to take a road trip this summer, most traveling between 100 and 500 miles. 

Now is the time to get your community on a map. There are so many ways and reasons to do this!

  • Regional and state visitor associations can create road trip maps of cities and tourist destinations. 
  • Cities and towns can publish a map of shopping and dining hubs, pointing visitors to all the places to play and spend money while passing through. Locals love these maps too, when they are updated regularly. 
  • Hotels and convention centers can publish maps of nearby nightlife, dining, and daytime activities. 
  • Tourist bureaus can offer maps of day trips within a radius of your city or region. 
  • Business hubs and neighborhood associations can promote dining and shopping with hyper-local maps, capitalizing on “coop-ertition” to bring more people to the location by displaying or handing out the map at each business in the area.
  • Local Arts and Entertainment can distribute information on upcoming show schedules, venues, special events, or concerts. 

Organizations often have state or local funds to produce maps promoting their area. Local businesses can offset these costs by advertising or paying for a prominent location on the map. Be sure to create a connected website for the latest updates, specials, and events.

Invite summer fun—and spending!—with print products like maps, brochures, direct mail, guides and posters. Visitors and locals alike will be happy to jump in.

With our efficient presses and professional staff, we can help you steward your resources while creating important print products that benefit everyone. Let us help you—reach out today.

Moving Print Stateside

Moving Printing Stateside

Local benefits, a reliable supply chain, and geopolitical factors drive print buyers back to the U.S.

Print buyers are making the shift back to stateside commercial printers—with good reason. Geopolitical instability, rising international shipping prices, and unpredictable delivery times—especially for large projects— are driving companies to create new relationships with local printers to ensure a reliable supply chain.

Publishers, universities, and other businesses have been outsourcing commercial printing projects overseas for years because they have been able to achieve comparable quality at lower prices. 

When the demand for books skyrocketed during the pandemic, domestic capacity was at an all-time low, and for the first time in years, demand exceeded capacity. This along with increased paper and pulp being funneled into the paperboard market for packaging, sent the U.S. commercial and book printing market into a game of catch-up. But as supply levels out, domestic printers are able to capture more jobs coming their way.

For several reasons, companies are starting to refocus their printing dollars stateside. According to a Dec. 2022 article in Publishers Weekly, “China has a sophisticated printing infrastructure, but much of its pricing edge is being eroded by constant Covid lockdowns, shipping rates that remain well above old levels, and more attempts at censorship.”

Local printing just works betterSupport Local

There are plenty of other reasons print buyers are moving to local and domestic printers:

  • Sample and substitute availability. If you want to touch or see your paper options in person, it is much easier to do that with a local printer. Especially as stock capacity continues to shift, you’ll want to work closely with your printer to choose appropriate substrates and substitutes when necessary. 
  • Shipping proofs and projects. When you can stop by your local printer to check your proof and communicate changes on the spot, you save both time and shipping fees that can delay your project. Shipping (or picking up) and storing the final product locally can add up to huge savings.
  • Security. Knowing your printer creates an atmosphere of trust. You know they aren’t going anywhere with your financial information, and paying them won’t result in exchange and transaction fees. You may be able to work out a payment schedule, and/or pay only when the job is done to your satisfaction.
  • Supporting the local economy. Harder to quantify, yet no less important to many, is the satisfaction of supporting your local community, its workforce and economy.

U.S. printers are cautiously investing in growth

The 162 commercial printing companies that participated in the 2022-23 PRINTING United Alliance State of the Industry Survey spoke frankly about their cautious expectations for the coming year. “25.3% expect business conditions to be better than this year, 40.4% about the same, and 34.3% worse.”

However, a shift of print buyers back to the U.S. could be a bright spot for domestic commercial printers who have had to navigate material and labor shortages, cost inflation, and higher interest rates. Many are preparing for growth.

Over 60% of the companies surveyed said they planned to make capital investments as part of their plans to strengthen margins, with bindery/finishing systems (61.1%), commercial inkjet (39.6%), and mailing capabilities (27.1%) being the most desired capital investments, and increasing productivity (83.2%), increasing production speed (58.7%), and automation (51.7%) the most frequently cited investment objectives.

Presumably, these strong capital investments will increase domestic capacity overall, and move inventory, which is currently very high, drawing more buyers back from overseas.

Time to ‘focus on becoming more resilient and efficient’

Patrycja Wisniewski, Canon Solutions America Corporate Product Strategy Director pointed to instability in China and Russia as a driving factor for print buyers to consider. “Regulatory changes that are influenced by governments will shift the global supply chain,” including manufacturing strategies and environmental concerns, she told Printing Impressions. “Geopolitical instability and conflicts remain a top concern, risk to global economic shifts and inflation remain, and volatile energy prices have superseded supply chain disruptions,” Wisniewski adds. “It is important to emerge from disruptions and focus on becoming more resilient and efficient, and institutionalize the new normal.”

Catalog Trends

Print Catalogs Are A Cost-Effective Marketing Tool That Consumers Enjoy

Catalogs are here to stay. As they have evolved over the last decade into high-end booklets packed with the power of story, catalogs prove again and again to be an indispensable part of the retail and wholesale marketing mix.

What’s behind the continued use of catalogs?

Skyrocketing online advertising costs. 

In 2021, a large US marketing agency reported to Forbes that online advertising had skyrocketed for their clients—primarily big-name retailers. Cost per 1,000 viewers (CPM) increased by 89% in April, 69% in May, and 42% in June across such platforms as Meta (previously known as Facebook), Google, Apple, Pinterest, and Instagram. AdSkate reported in May 2022 that costs have simply kept rising. 

  • Meta’s CPM has increased 61% year over year, averaging $17.60.
  • TikTok’s CPM has increased 185% year over year, averaging $9.40/CPM.
  • Google’s programmatic display CPM has increased 75% year over year. Meanwhile, search ad CPC (cost-per-click) increased by 14% year over year.
  • Instagram’s CPM has increased 23% year over year.

And costs per click tend to increase further during the fourth quarter, which is crucial to retailers’ bottom line. Companies can’t be sure they will get their money’s worth from online advertising, so they turn to a more diverse marketing mix.

Catalogs ‘fill a retail therapy niche.’

Last holiday season, NBC News reported that consumers were weary of being on their phones and computers after pandemic restrictions rounded a second year. Older consumers enjoyed the nostalgia of grabbing a catalog or two out of the mailbox box and relaxing into the curated experience rather than searching online for something. Younger consumers tend to appreciate a high-quality catalog with some personality, a clear values message, and engaging storytelling.

Hamilton Davison, American Catalog Mailers Association president, said millennials “have an affinity for flipping pages”—much like shopping for LPs or browsing for vintage furniture. “One of the big surprises is that millennials find great value in catalogs,” he said to NBC News, citing recent research into catalog trends. “The internet feels too much like work.”

Catalogs that function as gift guides, contain rich editorial content, or appear similar to lifestyle magazines tend to increase their popularity.

How can today’s retailers create a catalog that pays?

Integrate technology.

Smart retailers use a multi-channel marketing approach, which means that they integrate online, in-store, and print marketing products, each to complement the others.

Print catalogs make it easy to ingrate technology and personalize to the recipient simultaneously. Catalogs will either send people to the store or online to buy. Make the online bridge seamless and powerful by incorporating personalized URLs or QR codes for online shoppers to take them directly to your website while providing information about their buying habits. 

Be sure both your online and brick-and-mortar stores are stocked with the items in your catalog, and consider a strong BOPIS/BOPAC/BORIS plan for the holiday season. Consumer expectations around Buy Online Pick-up In Store, Buy Online Pick-up At Curbside, and Buy Online Return In Store are only increasing. Your catalog can provide a gateway and detailed information about these services, further easing the shopping experience.

Above all, be flexible.

With continued paper shortages, you may find that to get your catalog out on time, you have to pivot from an all-encompassing 100-page book detailing every product to a 36-page booklet highlighting categories, seasonal products, or personalized content for the reader. You may have to consider changing the paper grade or the finish if certain stock becomes available or runs short. Be ready to pivot on the details so the bigger picture can move forward and out to your customers—a strong, eye-catching print catalog that sells your products for you. 

The good news is Consolidated Press is in great shape and well-stocked. We are also experienced in working closely to make materials and services swaps that work for the product and never compromise quality. Mailing is a snap for us, and we have access to the best rates available.

Whatever your catalog plans may be, we can help you print and mail the product that’s perfect for your customers.

With our efficient presses and professional staff, we can help you steward your resources while creating important print products that benefit everyone. Let us help you—reach out today!

Government Printing

The Power of the (Printing) Press to Make Information Equitable, Timely, and Useful to Everyone

Government Agencies and Municipalities Rely on Print

Municipalities and government agencies produce a lot of print publications, and for a good reason—they are responsible for educating citizens. By law, they need to make certain publications available to everyone, regardless of whether they have internet access. 

Think voter’s pamphlets and, in Washington state, the ballots themselves. Municipal recreation center program catalogs. Transit schedules, walking maps. Driver’s guides. There are fliers and brochures at every public office in dozens of languages represented in any major city. Transit Schedule

Governments are also required to seek citizen input on new developments and major projects. They require diversity and volume of input from citizens on projects such as bridge construction, new highways, and public spaces that are coming online. Zoning changes and redevelopments need public buy-in to move forward. A public involvement team is often brought in specifically to do this outreach, and printed communications or publications are essential.

Direct Mail Reaches Each Household

Direct mail is also vital for municipalities and contractors specializing in government outreach. Each year, updated recycling brochures are mailed out to every person who gets services. Changes in water, gas and electricity rates come through the mail. Every homeowner is mailed a value assessment on their house periodically. 

Recently, the pandemic has compelled governments to disseminate critical public health information to huge populations as quickly as possible. 

All of this information is printed to reach the most diverse and complete group of constituents.

Consolidated Press Specializes in Government Projects for Several Reasons

  • We have enormous capacity on our web presses. We can run thousands of pieces in a short period of time. Because we work at scale, we can nimbly produce essential publications very cost-effectively right when they are needed.
  • We are experts at getting your direct mail to citizens and employees quickly and inexpensively. We create and mail announcement postcards, parks and recreation catalogs, visitor’s guides, regional newsletters, and more. We can work with you on paper choices and other tweaks that create a lighter, less expensive, yet attractive and useful piece.
  • Some pieces are just workhorses, and they need to be durable for months or years to come. Books, manuals, catalogs, guides, directories, curricula, and collections of regulations can all be perfect bound into books of any size at Consolidated Press. Optical cameras on our presses confirm quality and placement, so even nondescript projects look professional and hold up for years.
  • Even public documents deserve their privacy. We understand that government information is sensitive and timely. We protect your information from public view until its designated release time and treat each project as highly confidential.

We believe in the power of the (printing) press to make information equitable, timely, and useful to everyone. Contact us today to start reaching your citizens tomorrow.

Paper Demand Creates A Need to Strategize

Paper and packaging manufacturing are feeling the squeeze as demand for printed goods continues to outpace the supply of paper. It’s a sign that industries are recovering from the pandemic, but what does it mean for consumers? Consolidated Press is ahead of the curve with a healthy supply of materials in stock, and we want to share just a few tips and tricks that will come in handy for our clients who purchase printed goods. Our goal is to help you save time, money and more than a few headaches in the future.  

Plan Ahead 

Preschedule the print jobs you know are on the horizon, particularly as we enter the crucial holiday catalog season. If you can provide your print service provider with estimates of the number of projects, materials needed, and page counts, they can, in turn, place supply orders now for paper goods to have in stock at a later date.  

What’s Happening 

There are critical shortages in the supply chain required for the manufacturing of paper. International imports of paper are at a lower volume than normal forcing domestic mills to try to pick up the slack. COVID-19 protocols and short-staffing are also causing slowdowns in production cycles and port operations across the globe. This perfect storm of circumstances leaves inventory low for many paper suppliers. It also means that paper prices are increasing.  

How We Can Help 

We constantly manage our customer expectations and make every effort to not disappoint anyone or delay work unnecessarily because of supply shortages.  

  • Work with your sales rep to identify projects well in advance 
  • Be creative about the size, shape, or type of paper you’re using for your printed piece to help with both supply and costs 
  • Consolidate projects into one print run to save time, money and paper 
  • Target or segment your audience for greater impact at a reduced volume 
  • Look at other printing options like roll-to-sheet versus sheetfed 

The road to economic recovery will have a few speed bumps along the way, but we’ll get through this together. Ultimately, the temporary supply shortages are a sign that more and more companies are investing in the future of commerce, and that’s a win for all of us. Know that we have your back and, when in doubt, pick up the phone to discuss your options for print success with Consolidated Press 

 

 

Printed Books Trend Upward in Sales Post-Pandemic

Hot off the presses: as we head into the post-pandemic era, print book publishing is picking up where it left off — skyrocketing in sales and popularity. As print books trend upward in sales post-pandemic, publishers need printers to rely on for speed and flexibility. 

Print is on Trend

The New York Times wrote, “Sales of digital books fell 3.6 percent to $1.02 billion in 2018, a third straight decline, while hardback sales rose 6.9 percent to $3.06 billion and paperback sales 1.1 percent to $2.67 billion, according to the Association of American Publishers.”

In January 2020, The Association of American Publishers reported that total book sales were $12.57 billion year-to-date in 2019. The growth was an increase of 3.6% over the previous year. Printed books continued to dominate the consumer publications category, accounting for $751.0 million, or 80% of the category’s $938.7 million in revenue. Paperback books saw the most growth, once again, climbing 11.0%. Professional publishing also jumped.

While book sales initially dropped off in early 2020, they began to tick upward in the spring and ended the year strong with print sales rising 8.2% over 2019, the most significant annual increase since 2005, and the print total of 751 million units sold was the highest since 2009. An increase in online sales drove numbers up, and online sales are projected to continue strong through 2021.

Printed Pages Produce Better Comprehension

Several recent studies have reviewed digital books and education materials vs. paper. According to the Hechinger Report, a nonprofit newsroom focused on education that examined these studies, reading on paper trumps reading on screens regarding comprehension and student preference.

The Right Partner Can Make the Difference

Let’s get your titles flying off the shelf,  What does all this mean for today’s book publishers and the way they work with printers? Here are the key takeaways:

The era of printed books is not over. It’s on the uprise, so finding a reputable, flexible, high-capacity printer like Consolidated Press to keep up with publishing demands is crucial.

Time and again, learning and comprehension are reported to be better on paper than with digital for a variety of reasons, which research is still uncovering. In the meantime, book publishers can rely on a powerhouse printer like Consolidated Press to increase efficiency and cost competitiveness to meet the demand for more printed books.

Independent bookstores are increasing their margins with gifts, consumables, events, and more. As a result, publishers don’t need to slash prices to be competitive. The boutique environment is also an incentive to experiment with bolder designs and visual impact to stand out on a shelf.

Sales of e-books are down and audiobooks are up. E-books compete primarily with paper books; audiobooks compete with music, podcasts, radio, and other paid audio media. Some publishers have adopted a digital-first strategy and need a printer that can nimbly print books on demand.

Paperback books continue to see explosive growth. You can depend on CP’s equipment to precisely print crucial information and images, perfect binding each piece with optical cameras confirming quality and placement. We ship straight from our warehouse, offering the most accurate addressing and cost-effective mailing available.

Whether on-demand or on a schedule, textbook or trade paperback, CP can meet today’s book printing market demands and exceed publisher expectations for quality, speed, value, and flexibility every time.

Consolidated Press is one for the books. Call or click today to start our valuable partnership in printing.

 

Use These Best Practices for your Next Direct Mail Campaign

(Spoiler alert: Hiring an expert in printing and mailing covers ALL the bases!)

Not only is direct mail a great way to engage with your customers, but it also offers a powerful return on investment. Direct mail provides measurable results that generate leads, especially when using branded visuals, a solid call to action, and integration with your digital marketing campaign elements. Recent statistics reinforce the high impact advantages when communicating with direct mail compared to email and other electronic solicitations.

Did you know?

As consumers begin to flood the marketplace again, now is the time to put your brand messaging where it makes the most impact — right on their doorstep. But time is money, and the use of best practices for printing and mailing ensures a powerfully effective campaign that fits your budget.

Consider these pathways to success:

Hire an Expert

Direct mail is a complex endeavor. Between branding, designing, copywriting, printing, data management, versioning, sorting, scheduling, storing, mailing, returns, and measuring success, you have a full-time job on your hands with a direct mail campaign. A full-service printer with a consultative approach like Consolidated Press can walk you through each and every step and then replicate it for the next mailing, ensuring brand standards and clean lists.

Weigh Less, Pay Less

Paper stocks, embellishments, special coatings, coupons, return mailers, and other specialty items can add up, and mailing with efficiency means traveling light. But some projects call for high-end stock, unique finishes, and stand-out enhancements. Ask your expert to show you what items you need to maximize your investment and to help you choose the right paper and finishes for your project.

Panels, Tabs, and Size Restrictions, Oh My!

Direct mail through the United States Postal Service is a tricky business — and a highly regulated one. Your mailer needs to be the appropriate size and weight, a specific number of panels and tabbed or glued to meet USPS regulations. The specifications are vast. If you don’t believe us, look here to dive into the seemingly endless details of mailing. Never mind, don’t do that. Consolidated Press has a massive mailing program all designed to seamlessly and painlessly work within the postal system.

Have Some Class

The USPS delivers mail at several rates or classes, determined by the client’s needs and purpose of the mailing. Most often, you’ll be using USPS Marketing Mail, which, for beginning mailers, is often the best choice because postage prices are very low. According to the agency, mailers use USPS Marketing Mail to send:

  • Printed matter, flyers, circulars, advertising
  • Newsletters, bulletins, and catalogs
  • Small parcels

All USPS Marketing Mail prices are bulk prices, and each mailing must meet a minimum quantity of 200 pieces or 50 pounds of mail. There is no single-piece USPS Marketing Mail postage. In USPS Marketing Mail, there are prices for letters, flats/large envelopes, parcels, marketing parcels, and Parcel Select Lightweight parcels. There’s more where that came from, but you don’t need to get into the weeds — you need to ask your expert. 

Consolidated Press, by the way, knows all this stuff and more. 

When you need expert advice on printing and mailing with a consultative approach to your project, call or click Consolidated Press to determine how they can put the pieces into place.

 

Embellished Direct Mail Discounts with USPS

Take advantage of direct mail with CP’s specialty print capabilities

Direct mail is an effective marketing strategy—year after year, the statistics tell the tale. A personal, targeted approach integrated with online purchasing and engagement is irresistible to many consumers.

At the same time, the costs of mailing and paper continue to rise, and organizations need the return on their marketing investments to be above average and consistent. Fortunately, the United States Postal Service has our backs. 

The USPS Mailing Promotions and Incentive Programs are designed to help marketers, printers, and mailers increase customer engagement and response rates with their mail pieces. Through July 31, the USPS will be offering 4% off eligible postage on mail pieces that encourage sensory engagement. The Tactile, Sensory & Interactive (TSI) Promotion leverages the technological advances the print industry has been steadily innovating.

From the USPS TSI Promotions Requirements and registration site:

The print industry has been actively innovative not only in print production equipment but the fundamental elements of the mail itself through new developments in papers/stocks, substrates, finishing techniques, and inks. These elements can be incorporated to engage a multi-sensory experience through special visual effects, sound, scent, texture/tactile treatments, and even taste! In addition, interactive mailpiece features (such as pop-ups, infinite folds, or other dimensional treatments) can also help drive a marketer’s customer’s engagement.

Neuroscience and neuromarketing research supports the potentially significant impact on brand recognition and message recall when marketing materials engage tactile experiences and/or senses. By leveraging the physical aspects of the mailpiece as well as the advances in print technology, marketers can enhance how their consumers interact and engage with mail

New technology and print techniques can enhance the traditional benefits of a physical mail piece and give higher response rates and an increase in overall return on investment. Three categories are featured in this promotion:

  • Specialty Inks
  • Specialty Paper
  • Interactive elements

Here is where Consolidated Press can step in with its vast capabilities in soft-touch, hybrid UV printing, vibrant inks, and specialty paper. CP is a leader in stunning yet economical direct mail from magazines to catalogs, directories, newsletters, promotional mail. We also are seasoned mailing experts. In addition to working with you to capitalize on USPS promotions, we can analyze your files and provide postal logistics planning and strategy, often leading to bulk discounts and increasing your crucial marketing ROI.

Contact us today to start your tactile, sensory, or interactive direct mail campaign. We would love to put your project first.