Direct mail is a strong channel of communications if planned properly and executed well. Here are our key ingredients for making a successful mailing campaign:

1. A good, well-targeted mailing list
2. A good, strong offer
3. A good, impactful mailer

The List

Some people say that even a poor offer and a weak-looking mailer can work as long as it’s sent to a well-researched list. If you are a small company, you can create your own list of customers or recently lapsed customers. This database should contain details of products/services the customer has bought from you in the past along with other relevant information. It is of course possible to buy in mailing lists, but these can often be out of date. Also, you know who you want to target, so that’s a cost-effective way of doing it. Always ensure that you follow current GDPR guidelines.

The Offer

The proposition that you make to customers can make the difference between a success and a failure. Sometimes though, it’s about the wording. See these three statements, which actually all give the same offer:

• Half Price
• Buy One Get One Free
• 50% Off

Top Tip: Each statement conveys the same offer, but you’ll generally find that ‘BOGOF’ gets the highest response rate! In fact, for a client many years ago, we ran an A/B test campaign with one ‘half price’ (actual saving: £50) vs one ‘BOGOF’ (actual saving £18) and the BOGOF still performed the best!

The Mailing

Before you even start the creative process, ask yourself the following questions:

• Who are you targeting?
• What need does your product/service fulfil?
• What makes your proposition stand out?
• What are the benefits to the customer?
• Do you have a special offer?

Once you have these answers,  you can start to craft your communications. Top Tip: did you know that a simple ‘PS’ at the bottom of a plain letter can increase response rate?

Here are some tips on content:

• Write only about the benefits and what the customer gets from your product/service
• Keep your message personable and on-brand
• Personalise it where possible
• Remember A-I-D-A (attention – interest – desire – action)
• Keep sentences and paragraphs short
• Talk ‘to’ then – ‘You will see…’, ‘Ideal for when you need to…’
• Ensure you include a call to action
• Is the offer for a limited time only? Make sure you include any terms and conditions relating to the offer. Top Tip: limited time offers can increase uptake

Ideas for campaigns

If you run a seasonal business, such as gardening, what about a special offer for early planting during your ‘downtime’? Or a reminder in January to get their lawn mower serviced ahead of spring. If you’re a hairdresser and you’re quiet during January as no-one is going out, offer block-booking discounts, or a pamper session to cheer them up at a discounted rate. Or run kids pamper sessions during the school holidays when mums can’t come in as they’ve got the kids at home with them.

We know how it is, sometimes it seems that printers use their own secret language. So we’re here to help, with some of the most commonly used terms:

• Against the grain: Positioned at right angles to the direction of the paper grain.
• Art paper: Smooth-surfaced coated paper typically used for high-quality printing.
• Binding: The process of securely fastening papers together using wires, thread, glue, or other means.
• Bond paper: Sturdy and resilient paper commonly used for letterheads and invoices.
• CMYK: Cyan (blue), Magenta (red), Yellow, and Key (black), the four-colour process used to achieve a full spectrum of colours in printing.
• Coated paper: Paper that has been treated with a coating on one or both sides for improved printing quality. Art papers are examples of coated paper.
• Colour control bar: A strip of colours on the margin of a sheet used to ensure accurate colour reproduction for each ink layer.
• Colour proofing: Reviewing a proof for colour accuracy and final approval before printing.
• Crease: A mechanical indentation pressed into heavy paper to facilitate folding without cracking.
• Crop marks: Marks indicating where to trim a printed sheet.
• Density control bar: Strips of tones on proofs and printed materials used to maintain print consistency.
• Die Cutting: Cutting images or shapes into or out of paper.
• DPI: Dots per inch, a measure of printing resolution.
• Dummy: A mock-up of the finished item, typically made from specified paper to show layout, position, and size.
• Duotone: A two-colour halftone produced from two halftone images of the same original.
• Emboss: Pressing an image into paper to create a raised relief of the image.
• Finishing: All operations conducted after printing.
• Folioing: Numbering by book openings rather than pages, with left and right pages sharing the same number.
• Four-colour process: Printing process where colours of the original are separated and then overlaid to recreate the original.
• Gloss: A shiny finish that reflects light.
• Gutter: The binding margin of a book.
• Hickey: Unplanned spots in the printed image caused by dust or dried ink.
• Imposition: Arranging pages so they are in the correct sequence when the printed sheet is folded.
• Laminating: Applying a transparent plastic film, usually with a gloss or matte finish, to enhance the appearance and durability of a document.
• Make-ready: Setting up a printing press before running a job.
• Pantone: Standard colour scheme used for reference.
• Proof: A copy of a document checked prior to a full print run.
• Register: Aligning two or more plates in printing so they complete the image accurately.
• Resolution: The number of dots per inch (dpi).
• RGB: Red-green-blue, the primary colours used to create a full-colour image on a computer monitor or TV screen.
• Score: Partially cutting or creasing heavy paper to facilitate folding.
• Self-cover: When the cover paper is the same as the inside pages of a booklet, typically printed in the same print run.
• Set-off: When ink from a printed sheet marks the underside of the sheet above.
• Spine: The binding edge of a publication.
• Spot colour: An individual colour printed using specially pre-mixed ink, such as Pantone inks, for consistent logo printing.
• Spot varnish: Varnish used to highlight specific parts of a printed sheet.
• Stock: The type of paper used for a print job.
• Tints: Shades of a colour, usually expressed as a percentage of the original colour.
• Trim size: The final size of a printed image after the last trim is made.
• Up: Printing multiple copies of the same thing on the same sheet.
• Work-and-turn: Printing on both sides of a sheet, then turning it over and running it back through the press.

When it comes to getting your job printed, it’s useful to be able to talk the same language as your printer. Understanding the various binding methods is crucial for ensuring the durability, functionality, and aesthetic appeal of your printed materials. Let’s delve into the basics of four common binding techniques:

1. Case Bound:
   • Typically found in hardcover books, this method involves sewing the pages together, flattening the spine, and affixing end sheets and a cloth strip to the spine.
   • The spine is rounded, and grooves along the edges of the cover near the spine provide added reinforcement.
2. Perfect Bound:
   • Utilising a flexible adhesive, perfect binding joins all the pages of a publication along the folds to create the spine.
   • This method is commonly used for paperback books, telephone directories, and many magazines due to its durability and cost-effectiveness.
3. Saddle Stitched:
   • Ideal for small booklets, calendars, and certain magazines, saddle stitching involves folding several sheets of paper so that the fold forms the spine, then stapling them together along the fold.
4. Wiro Bound:
   • Characterised by wire loops visible on the outside of the publication, which fit into rectangular holes within the document.
   • The loops are crimped to securely hold the wire in place, allowing the document to lay flat when open.
   • This method, along with comb binding, is particularly useful for notepads, recipe books, manuals, and similar materials where flat layability is desired.

Understanding the nuances of each binding method empowers you to select the most suitable option based on your project’s requirements, ensuring both functionality and visual appeal. Whether it’s the timeless elegance of case binding or the practicality of wiro binding, choosing the right binding method enhances the overall quality and usability of your printed materials.

Envelopes may seem like a small detail in the scheme of things, but choosing the right one can make a significant difference in your direct mail campaign. With a multitude of sizes and types available, navigating the world of envelopes can feel overwhelming. Fear not! We’re here to break it down for you, from window envelopes to gusset envelopes and everything in between.

Window Envelopes:

Usage: Commonly used for letters or invoices, window envelopes eliminate the need to retype addresses or affix labels. The recipient’s address shows through a transparent window from the document inside, streamlining the mailing process.

Banker Envelopes:

Usage: These windowless envelopes open along the long edge and feature a distinctive triangular flap. Ideal for greetings cards, invitations, and other personal correspondence, banker envelopes exude elegance and charm.

Gusset Envelopes:

Usage: Designed for bulkier items, gusset envelopes feature expanding sides to accommodate thicker contents. Available in both window and non-window variants, they offer flexibility and versatility for various mailing needs.

Wallet Envelopes:

Usage: Simple and straightforward, wallet envelopes open along the long edge and are commonly used for letters and standard correspondence. Choose from gummed, self-seal, or peel-off sticky flap options for added convenience.

Board Back Envelopes:

Usage: With a sturdy cardboard back and a traditional envelope front and flap, board back envelopes are ideal for protecting items that must not be bent during transit. Perfect for important documents, certificates, and photographs, they offer added peace of mind.

Armed with this handy guide, you can confidently select the perfect envelope for any campaign. Whether you’re sending a piece of direct mail, mailing important documents, or extending invitations to your upcoming event, the right envelope ensures your correspondence arrives safely and stylishly.

Have you ever found yourself bewildered by the array of paper sizes available? From the expansive A0 to the compact A7, understanding paper sizes can be a game-changer in various industries, from design to printing and beyond. Let’s embark on a journey to demystify these dimensions and shed light on the significance of each.

Standard paper sizes:

1. A Series: The A series is the most widely used paper size system globally, based on the German DIN 476 standard. The series starts with A0, which measures 841 x 1189 millimeters (mm). Each subsequent size halves the preceding one’s length, retaining the same aspect ratio. For example, A1 is half the size of A0, A2 is half the size of A1, and so on. A4, measuring 210 x 297 mm, is the most common size for documents and is used for printing letters, reports, and flyers.
2. B Series: The B series complements the A series, with each size having dimensions that are the geometric mean between the corresponding A series sizes. For instance, B1 is the geometric mean between A0 and A1. B series sizes are often used for posters, books, and envelopes.
3. C Series: The C series is primarily used for envelopes and is designed to accommodate A series paper sizes. The dimensions of each C series size are slightly larger than the corresponding A series size, allowing for easy insertion of A series documents.

The ones most commonly used in printing

A0

Measuring a substantial 841 x 1189 millimeters (33.1 x 46.8 inches), the A0 paper size is a behemoth. Often used for large format printing, such as posters, banners, and architectural drawings, its expansive canvas offers ample space for intricate designs and detailed illustrations.

A1

Slightly smaller than its A0 counterpart, the A1 paper size measures 594 x 841 millimeters (23.4 x 33.1 inches). It remains a popular choice for posters, presentations, and visual displays, striking a balance between size and versatility.

A2

With dimensions of 420 x 594 millimeters (16.5 x 23.4 inches), the A2 paper size offers a more manageable canvas for design projects, architectural sketches, and promotional materials. Its moderate size makes it suitable for both printing and display purposes.

A3

At 297 x 420 millimeters (11.7 x 16.5 inches), the A3 paper size is commonly used for brochures, flyers, and educational materials. Its compact yet spacious layout accommodates detailed graphics and text, making it a versatile choice for various print applications.

A4

Arguably the most ubiquitous paper size worldwide, A4 measures 210 x 297 millimeters (8.3 x 11.7 inches). It serves as the standard for documents, letters, reports, and business correspondence, thanks to its convenient size and compatibility with printers and copiers.

A5

Halving the dimensions of A4, the A5 paper size measures 148 x 210 millimeters (5.8 x 8.3 inches). It’s commonly used for booklets, notepads, and pocket-sized materials, offering a compact yet functional format for various print and design projects.

A6

Further down the size spectrum, A6 measures 105 x 148 millimeters (4.1 x 5.8 inches). It’s perfect for postcards, invitations, and small promotional items, striking a balance between portability and visibility.

A7

The diminutive A7 paper size measures 74 x 105 millimeters (2.9 x 4.1 inches), making it ideal for business cards, tickets, and miniature prints. Despite its small stature, A7 packs a punch in terms of functionality and visual impact.

Understanding the nuances of paper sizes empowers designers, printers, and enthusiasts alike to select the perfect canvas for their creative endeavors. Whether you’re drafting a grand poster or crafting a petite business card, choosing the right size sets the stage for success in the world of print and design.

• Trim marks – those are the fine lines that appear in each of the corners of the document. This shows us when finishing where any cutting and folding (if required) needs to be.
• Colour bars – the blocks of colour that run along the edge of the paper (a straight ‘rainbow of colours’ if you like) outside of the trim area of each sheet. This allows us to check that the inks are being printed correctly.
• Registration marks – a circle with fine ‘cross hairs’, again printed on the edge of the sheet. These are used to make sure that every colour, once printed, is in the right place (‘in register’) – this avoids fuzzy images that you sometimes see in newspapers for example.

If you need help with design, marketing, or understanding print, we’d love to chat.

In the realm of digital design and printing, navigating through various file formats is crucial. Each format serves a distinct purpose, and understanding their nuances can streamline your workflow. Below, we’ve outlined the significance of each format to empower your design journey.

PDF (Portable Document Format): PDF stands as one of the most ubiquitous file types in the printing world. Creating and editing PDFs typically requires Adobe software. This format serves as a comprehensive container for all artwork elements needed for your print job, encompassing images, vector graphics (such as line drawings and areas of color), and fonts. Everything is embedded within the file, making it compatible across both Macs and PCs.

EPS (Encapsulated PostScript): Ideal for illustrations destined for print, EPS files compress data while retaining both vector graphics and images. It’s essential to ensure your image resolution is set to a minimum of 300dpi for printing. However, TIFFs are often preferred. EPS is best suited for illustrations and logos. Whenever feasible, outline fonts within the illustration to preempt any font-related issues.

TIFF (Tagged Image File Format): Reserved for images intended for print, TIFFs faithfully replicate an image pixel by pixel, delivering a true reproduction of the original. It’s advisable to set your file to 300dpi for print purposes. While TIFF files tend to be sizable (several megabytes), they can be efficiently compressed without sacrificing quality.

JPEG (Joint Photographic Experts Group): Primarily used for web images, JPEGs at maximum quality may suffice for printing. However, there’s a slight risk of image degradation, impacting quality. For printing purposes, it’s safer to opt for EPS or TIFF formats over JPEGs.

GIF (Graphics Interchange Format): Reserved for web illustrations, GIFs excel in conveying vector graphics tailored for online use.

SVG (Scalable Vector Graphics): Are commonly used for scalable vector graphics, making them ideal for web design elements such as icons, logos, and illustrations that require crisp resolution across various screen sizes.

PNG (Portable Network Graphics): A versatile image format known for its lossless compression, making it ideal for web graphics and digital illustrations requiring transparency support.

So, you’re brimming with creative design ideas, ready to bring your vision to life on paper. But let’s admit it, navigating the intricacies of print design can feel like stepping into a labyrinth, especially if you’re not intimately familiar with the printing process. What constitutes excellent print design, and what might cause your printer to pull their hair out in frustration?

To simplify your journey and spare our printers their locks, we’ve crafted a handy guide to designing for print. And if you find yourself still scratching your head, don’t hesitate to reach out – we’re here to support our clients every step of the way. After all, we share the same goal: ensuring the final product looks stellar while streamlining the process for everyone involved.

First things first, let’s assume you’re wielding one of the professional design software tools at your disposal (think InDesign, Illustrator, Quark, etc.). We won’t delve into the nuances of design fundamentals – branding, fonts, imagery – because that’s your domain. You know precisely the aesthetic you’re aiming for.

As you embark on your design journey, begin by visualising three essential boxes on your canvas. The first box represents the dimensions of your print page – perhaps it’s A5 for a promotional leaflet. Next, draw a box approximately 3mm from the edge of this page-sized box; within this boundary, ensure all your content resides. This precautionary measure prevents any text or images from spilling over the page’s edge, maintaining a polished appearance. Lastly, outline a box extending about 3mm beyond the page size – this is your “bleed” area. Any background colours, patterns, or imagery should extend up to this border to eliminate unsightly white margins on the final print. Imagine crafting a vibrant poster for your shop’s sale – a bold, bright red background with crisp white text. To maximise visual impact, ensure the red extends seamlessly to the edge of the page, sans any stark white borders.

Now that your design is taking shape, let’s address some common queries we encounter:

1. What dpi should my artwork file be? Aim for 300dpi for optimal print quality. Going higher isn’t necessary and dipping lower compromises print clarity.
2. Do I need to convert my text to outlines? Not always. While some printers recommend this step to prevent font compatibility issues, it’s not a universal requirement. Occasionally, you may find it necessary to convert text to outlines, particularly if your chosen font isn’t supported or licensure issues prevent proper exportation.
3. In what format should I save my file? Opt for a PDF saved at 300dpi for best results. However, alternative formats may be acceptable; it’s wise to confirm specifics with your printer beforehand.
4. Should I design in CMYK or RGB? Most commercial printers operate in CMYK (Cyan, Magenta, Yellow, Black). If you’ve designed in RGB, be prepared for colour conversion and potential shifts. When in doubt, consult your printer before finalising your document.

In the world of printing, paper is more than just a medium; it’s a canvas for creativity and communication. Understanding the nuances of paper stock—its weight, finish, and type—can elevate your printing projects from ordinary to extraordinary. Let’s delve into the different types and finishes of paper stock available to find the perfect match for your needs.

Understanding paper weight: Paper weight is a crucial aspect of printing, often denoting its thickness and durability. Generally, paper density refers to the measure of area density. Papers that are dense or heavy, like poster board, block out most light, while lightweight options, such as tissue paper, allow light to pass through.

Here’s a quick overview of the general usage of different paper densities:

• 90 – 100 gsm: Ideal for stationery, text for magazines and booklets, flyers, and brochures.
• 120 -170 gsm: Suitable for text in booklets, flyers, and brochures. Heavier weights impart a more upscale feel.
• 200 – 250 gsm: Perfect for magazine and booklet covers.
• 280 – 420 gsm: Used for various cards and book covers, offering durability and a premium feel.

Types of Paper:

Coated Paper: Coating enhances paper’s brightness and printing properties. This process involves applying a mixture of china clay, latex, and other additives to one or both sides of the paper. Coating fills the minute pits between paper fibers, resulting in a smooth, flat surface that improves opacity, luster, and color absorption.

Common coating methods include on-machine roll coating and off-machine processes like blade coating, air-knife coating, and brush coating. Cast coating is a high-quality off-machine method.

Matt Finish: A clay-coated paper lacking gloss or luster, ideal for producing quality prints with subdued color vibrancy. Fingerprints and glare are minimal on matte paper, but it absorbs more ink, potentially affecting image sharpness.

Silk Finish: A smooth, delicately embossed paper with a subtle sheen, offering a balance between matte and glossy finishes. Silk-coated paper retains vibrant colors while reducing shine. It’s often used to enhance text over glossy prints.

Gloss Finish: Known for its glossy sheen, this finish dries ink quickly, resulting in sharp, vibrant images. Glossy paper feels smooth to the touch and is available in various grades:

• Semi-gloss: A more affordable alternative to glossy paper.
• Premium-grade: Delivers the sharpest results with superior quality.
• Brand-specific: Tailored for specific printers to optimise performance.

Uncoated Paper (Offset): Uncoated paper lacks the final coating for smoothness, offering absorbency that yields a flatter printed appearance compared to coated stocks. Commonly used for letterheads, copy paper, and printing paper, uncoated paper may be surface-sized to enhance strength.

Recycled Paper: While labeled as “recycled,” the actual composition of recycled paper varies. Some may contain only a small percentage of recycled fibers. It’s essential to check the fiber details of a recycled material for a clearer understanding of its environmental impact.

In conclusion, navigating the world of paper stocks involves considering weight, finish, and type to ensure your printed materials meet your desired aesthetic and functional requirements. Whether you’re crafting a sleek brochure or an elegant invitation, selecting the right paper stock can make all the difference in the final result.

Navigating the world of printing can often feel like deciphering a foreign language, but fear not! We’ve compiled a comprehensive guide to help you grasp the essential terms you need to know when delving into the world of print.

A Size: This refers to paper size, commonly used for various printing needs.

B Size: A larger paper size typically utilised for bigger printing projects.

Bleed: An area outside the main job that gets printed but is ultimately trimmed off in the final stage. Typically around 3mm, this additional space accommodates any variations in paper size or printing processes.

C Size: Paper sizes specifically designed for envelopes.

CMYK: An acronym representing Cyan, Magenta, Yellow, and Key (black), which together constitute the primary colors used in full-color printed images. CMYK is the standard color model for offset printing of colorful documents.

Colour Separation: The process of dividing an image into its constituent colors for printing purposes.

Digital Printing: Printing directly from electronic artwork without the need for plates, making it ideal for short print runs, typically around 1000 copies.

Embossing: A technique used to create a three-dimensional image on paper through the application of heat and pressure.

Finishing: Processes performed after printing, including folding and binding.

Four-Colour Process: Utilising CMYK colours for full-colour printing.

GSM: Grams per square meter, a standard measure of paper weight.

Lithographic Printing: A printing process involving chemical treatments to create an image.

Perfect Binding: A method commonly used in book production, resulting in a square spine.

Printing Plate: In lithographic printing, each color requires a separate plate, typically made of metal.

Proof: A sample of the printed work, checked by both the client and printer for accuracy in positioning, text, and quality before finalising the print run.

Saddle-Stitch: Binding pages together using metal staples.

Sheet-Fed Press: A printing press that handles single sheets of paper, producing high-quality prints.

Varnishes: Various coatings applied to prints for protection. Types include machine, gloss, matt, silk, and UV varnishes.

Web-Fed Press: A printing press designed for high-volume work, fed paper from a reel.