How To Use Colour In Direct Mail Advertising: Part 1
Everyone appreciates the value that colour adds to printed promotional materials such as direct mail and transpromotional documents. But how can marketers maximize the impact of colour to reach their audience?- Colour printing is 55 percent more likely to be read than black-and-white
- Response time for coloured material is 30 percent faster
- Full colour promotions increase the likelihood of purchase by 80 percent
- Black-and-white mailing with no personalization (control) yielded a response rate of 0.46%, which was lower than the industry average of 1%
- Full colour mailing with no personalization increased the response rate by 44 percent to reach 45%
- Basic personalization alone, such as adding the recipient’s name resulted in a similar 45% response rate
- The combination of full colour with and basic personalization – adding the recipient’s name – increased the response rate to 135%
About: Seamus Barton
Seamus Barton joined Troi Mailing Services in 2014 after graduating from York University with a Bachelor’s Degree in Professional Writing. As a manager of print and direct mail solutions, he sees how words play an important role in personalizing any experience. Seamus’ passion for writing motivates him to provide frequent direct marketing content that supports each Client’s individual needs. Please chat with Seamus about commercial printing and direct mailing campaigns, or about how to marry digital and physical strategies for optimal Smartmail Marketing success.
You can connect with Seamus on LinkedIn or by calling Troi Mailing Services at 1-866-486-0423 or via email at seamus@troimail.com. Read his latest article featured in Direct Marketing Magazine on “Dimensional Mail: Marketing’s Buffet Lobster“
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