Ink or pixels? Use both for a really effective campaign

Email is a great way to communicate; it’s instant, it’s cheap and there’s no doubt that it can be very effective. But there is also no denying that as the volume of digital traffic received by each of us every day continues to rise steadily, its value is diminished.  Of course, the irony that as traditional printers, we are using digital media to communicate with you right now will not have escaped your notice – we make no apologies - email does work, but to really engage with your target audience, you need to utilise a range of media. No one communication route works in isolation, which is why the most effective marketing campaigns generally blend online and offline channels.

In parallel with our inboxes filling up faster and faster, the number of hard copy mailings that come through our door or land on our desks has fallen dramatically since the dawn of email – with the result that when we do get an envelope or a package addressed to us personally, we are intrigued, excited and far more inclined to take notice. 

It’s much harder to ignore direct mail than it is an email, which can be consigned to trash with the click of a mouse (assuming it makes it through sophisticated spam filters), so the chances of it being opened are good. When the mailing is well designed, well written and beautifully printed, the odds of it being read and the message successfully delivered increase still further. Keep your eyes peeled for our very own printed newsletter landing with you in July - send us your address if you'd like to receive a copy! Email info@holywellpress.com

There are some wonderful examples of creativity in email marketing campaigns, but the digital medium does present certain limitations for imaginative designers. Whereas an email can only communicate on a screen through pixels, a printed piece can be touched and felt as well as seen. Print makes it possible to deliver a message using a communication that is in effect, a 4 dimensional representation of your brand, employing materials and finishes that tangibly reflect your values.

 

Both email and print communications rely on the same core elements to make them work effectively; stunning, innovative design; persuasive, compelling copy and powerful, impactful imagery. Commissioning these ingredients costs money and you will want to use the results to their full potential - and there is really only one medium that can do that.......print!

When you’re planning your next campaign and you really need to impress, make sure that print is in the mix!

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