Whether it’s bleed, CMYK vs RGB, or cover and text weight there is no shortage of jargon in the printing industry. We can help you increase the quality of your print marketing by learning the ins and outs of printing and following these helpful tips.

What is bleed? And why does it matter?

If you have spent enough time ordering print you have probably encountered the term “bleed”. Bleed refers to a design element that allows colors or images to flow all the way to the edge of a printed piece. Bleed is achieved by building extra space into your print design that will be trimmed off in final production. This extra space ensures your final design is trimmed with precision. Here are two examples of a print file prepped for production.

The above file contains .125” of extra space around all 4 edges of the final business card design. Designing with bleed means each finished card will be precisely trimmed with no white edges and without the artwork from an adjacent card potentially overlapping with the final piece.

This above file does not contain bleed. Although trimming out a print item is a precision process, slight variances can occur. With no margin for error, the possibility for a miscut exists in this file that may result in unsightly edges and misalignment in the final trimmed card.

Admail has design templates available upon request for any print item we can produce.

CMYK vs RGB

There are two types of color space used in graphic design. One for web and another for print. The two overlap but have distinctly different purposes. 

CMYK – Almost every item you see printed today is created with only 4 colors: cyan, magenta, yellow, and black, or CMYK. This four-color process makes it possible to produce a nearly infinite number of colors. It is the one and only standard for commercially produced full-color print. Because your print or mail design will serve a purpose beyond a screen, it is always best to design in the same color space your printer will use to produce your project.

RGB – Every screen from your computer to your phone or TV display produces colors using a combination of pixels that are red, green, or blue (RGB). Much like CMYK, the mixture of these 3 colors makes it possible to see a nearly infinite number of colors on any given screen. RGB is used for digital design elements like web pages and social media posts. Since those will never need to be print files, the RGB color space is the correct format.

Despite the similarities in these two color standards, CMYK is the only color standard that should be used when designing your print project. 

RGB can be converted to CMYK, but the conversion is never exact.  You can avoid pesky color issues with your printer by setting your design program to the CMYK color space before you start your design. 

For example, in Adobe Illustrator, when you create a new file look for the color mode options and select CMYK. To ensure that your project is of the highest quality, also be sure to set your resolution to at least 300 ppi.

Pro tip: When designing for print, it’s best to use the Adobe family of products. 

These programs are the design standard for the printing industry and will guarantee color compatibility between your design and your printing partners’ equipment. 

Web-based design tools like Canva that are rooted in the RGB color space are great for digital design but are frequently the source of color issues for commercial print applications.

Paper 

There is a wide variety of paper options that can be used for any project. Paper is generally categorized by weight and finish type.

Paper weight is usually organized into two categories:

• Cover Stock, sometimes referred to as card stock, is recognizable by its overall thickness and sturdy feel. This stock is best used for postcards, invitations, envelope inserts, and any piece that needs to convey quality.
• Text weight runs the spectrum between everyday copy paper and high-end magazine stocks. Overall, it will always be much thinner than a cover stock but oftentimes noticeably more sturdy than standard copy paper.

Beyond weight, paper can be further classified by finish or lack thereof:

• Coated stocks most frequently come in Gloss, Dull, Satin, Silk, or Matte varieties. This coating allows the ink to sit on top of the sheet rather than being absorbed by it. Colors are more vibrant, and the finished piece is more durable thanks to its protective coating making it the ideal choice for postcard mailings. The protective coating has many advantages both aesthetically and functionally, but it is not easily written on with a standard pen. Avoid this stock if your finished piece needs to be written on.
• Uncoated stocks are easily identified by their dull appearance and generally smooth texture. Because this stock lacks a protective coating, ink is absorbed by the sheet resulting in more muted colors that can be desirable for a more classical aesthetic. Without a coating to block the absorption of ink, this stock can be easily written on but is prone to scratching and damage. Avoid this stock for standalone mail pieces to prevent damage during the production and mail sorting process.

Admail has a free paper stock sample book to provide a physical aid in selecting the correct stock for your next print project. Request yours today! 

The post Print Tips from the Pros appeared first on AdMail.

Creating an effective direct mail campaign can be a daunting task for the novice, or even the seasoned veteran. 

The experts at Admail have developed the following how-to guide with the 5 essential elements of an impactful direct mail campaign.

1. When – The first thing to determine is the timing of the campaign. Once you have decided when subscribers or potential customers should receive your postcard, you can then develop a schedule for the project as a whole.
   
   Choosing an “in mailbox” date is only one small part of your overall schedule. You’ll need to consider the necessary lead time to gather your mailing list, postcard design and collaboration time, production time, and the number of days required for USPS processing and delivery. For example, if you’ll need a mailing service provider to create your mailing list and design your postcard, then the following generic schedule can give you an approximate idea of the time required to complete a campaign:
   • Mailing List: 1-3 Business days
   • Design: 2-5 Business days
   • Printing: 2-5 Business Days
   • Mail production: 2-4 Business days
   • USPS Delivery: 3-10 Business days. Use this tool to determine the # of days required for your postcard to be delivered.

There can be some overlap between items A-D, reducing the number of days required for project completion. In total, the creation of a direct mail campaign can take between 2-3 weeks from first concept to final delivery to the end user. 

2. Who – Your target audience is arguably the #1 most important factor in a successful direct mail campaign. Ensuring that you target only those who are most likely to be interested in your product or service is crucial to your campaign’s success. Mailing targeting is available for a wide variety of demographics but is most commonly focused on one, or a combination of the following data points.
   • Income 
   • Home value 
   • Home ownership
   • Age
   • Gender
   • Geographic location, or distance from your business 
   • Special interests

Even if you have crafted the perfect marketing message, if it doesn’t reach a consumer who is interested in your product, the response will be limited. Having your own subscriber list that you can maintain and improve over time is also a great solution if it’s a good fit for your products and services.

3. Why – Deciding the “Why” behind your direct mail campaign is rarely as simple as “just getting the word out.” There should be a specific purpose to your marketing.
   
   The campaign should be built on a specific aspect of your organization that consumers need to know about. The purpose doesn’t need to be complex. It can be as simple as:

• Promoting a specific product
• Offering a new service
• Seeking donations
• Having a sale

Giving consumers a specific reason to interact with your brand is what will determine whether they will or will not respond. It’s up to you to decide what the reason is. 

4. What – This is easily the most enjoyable portion of creating your direct mail campaign. It’s your chance to flex your creative muscles and craft the perfect mail piece to communicate your marketing message to the consumer.
   
   What you decide to mail should largely be determined by the first 3 elements of organizing your campaign. Knowing when, who, and why you’ve chosen to market with mail, along with one important X-factor, will determine what the size of a postcard or other mail piece type you choose to utilize.
   • The X-factor – brand awareness. Is your business an established brand with a large following or a well-known presence in the community? Are you a new business deploying one of your first marketing campaigns? 
   • Businesses with established brands have more flexibility with their mail pieces because consumers will easily recognize their brand and will more readily interact with their mail, whatever the piece may be. 
   • Organizations with less brand awareness will need to ensure that their postcard demands the consumer’s attention immediately with an eye-catching design that communicates their main point with no more than a consumer’s passing glance. 

From postcards to letters, to folded mailers, magazines, and more, there are dozens of different types of mail pieces available that cater to different marketing purposes. Visit our direct mail page to learn more about the various options available. 

5. How – You’ve decided what you are going to mail, why you’re doing so, who you are marketing to, and when it’s going to happen all for one singular purpose – to drive consumer interaction with your organization. But how will that interaction take place?

The call to action: Recipients need a clear invitation to interact with your organization. This can be accomplished in several ways:

• Require consumers to bring the postcard into your business to claim the offer. 
• Use a QR code to provide easy access to your website.
• Provide a phone number that clearly compels the recipient to call your business. 
• Use action-driven language like Call Now, Visit Us, or Learn More. 

With a clear call to action that communicates how the recipient can interact with your brand, your chances of boosting your ROI increase exponentially. 

A successful direct mail campaign is the perfect blend of art and data. Getting to the right people, at the right time, with the right message should always be at the core of your direct mail marketing strategy. 

At Admail we have the tools, knowledge, and expertise in these 5 key elements of a successful direct mail campaign necessary to make your next marketing effort a home run.

The post How to Create a Professional Direct Mail Campaign appeared first on AdMail.

At first glance, it may sound like an oxymoron — an email from USPS. But in actuality, the introduction of Informed Delivery is the greatest innovation in the postal industry since the implementation of the 5-digit zip code in 1963. 

Since its launch in 2017, Informed Delivery has seen over 60 million users subscribe to the service.

What is Informed Delivery?

Informed Delivery is a consumer service that sends users daily emails with images of what will be in their mailbox that day. 

By default, these images are grayscale and are not interactive in any way. However, Admail possesses the capability to leverage this technology into a true multi-channel marketing platform by replacing the grayscale images with full-color digital representations of your mail piece.

The recipients of your mailing now can see your marketing piece both physically and digitally all in one coordinated campaign. 

Informed Delivery can work for you because:

• It’s fully trackable and measurable. 
• Every Informed Delivery campaign contains a clickable image to drive traffic to the advertiser’s website. 
• Admail provides full reporting so that you know who received your Informed Delivery email, when they opened it, and when they clicked through to your website. With open rates over 60%, far exceeding industry averages, you can count on your message being seen over and over again. 

Informed Delivery is a game-changer, integrating digital analytics and direct mail marketing into one cohesive channel.

Contact Admail today to launch your next marketing project with this groundbreaking program.

The post Informed Delivery appeared first on AdMail.

Admail has been the leading provider of political mail marketing services in the Brazos Valley for over 40 years. Our savvy, data-driven approach has proven time and again to produce results at the polls. 

Even in the age of overwhelming amounts of digital advertising, print marketing, and direct mail is still king in the political advertising space. With a few key areas of focus, Admail has the formula to help your campaign rise to victory on election day. 

Diversify your outreach with additional print collateral

Successful marketing is rarely one-dimensional. 

In local elections, name recognition alone can be the leading reason behind a voter’s decision. A successful campaign will need to ensure voters see the candidate’s name and message as many times as possible and in a format that can’t be scrolled past. 

Admail provides the additional printing services your campaign needs to effectively communicate your platform. Print items available include:

• Push cards
• Flyers
• Doorhangers
• Yard signs

Target voters with a proven track record

An accurate mailing list is critically important for any direct mail project, but the data needed for a successful political campaign postcard requires a unique data processing approach. Admail handles this element of political mail campaigns in three key areas. 

• Data compilation – Admail curates the foundation for a mailing list by sourcing voter data by election type across multiple election years.
• Removal of duplicates – Every candidate aims to be a good steward of the funds donated to their campaign. Admail seeks to keep your campaign on budget by eliminating duplicate addresses within your voter database. Multiple impressions are ideal, but not at the expense of unnecessarily sending multiple cards to the same house.
• Identification of patterns – By identifying voters who have a consistent record of voting in presidential election years as well as mid-terms, primaries, and special elections, your campaign can be confident that your message will reach the voters most likely to show up at the polls no matter what.

Postcards, postcards, postcards

Postcards are the battle-tested mail piece necessary for a successful political mail campaign. Postcards can be produced in any quantity with the speed necessary for the political arena. Postcards provide potential voters with a concise message in an easy-to-digest format with only a few moments needed to recognize a candidate’s name and logo. Successful political postcards:

• Include a photo of the candidate
• Summarize the candidate’s priorities in a few short bullet points
• Use QR codes to provide voters with a clear invitation to learn more about a candidate

Utilize Informed Delivery to reach voters multiple times 

2024 brings an exciting opportunity for candidates hoping to get their message to voters with a political mail postcard. Informed Delivery provides the ability to link physical postcards with a coordinated digital marketing campaign that will reach voters multiple times. This data-driven approach is backed by trackable analytics, allowing campaigns to gauge voter engagement in near real-time. Informed Delivery is a game changer for political mail that:

• Has nearly 60 million subscribed households nationwide
• Has open rates averaging 70%
• Can show when a voter interacted with the digital portion of your message

Election season brings many stresses for a political candidate and their campaign, but a professionally produced political postcard doesn’t have to be one of them. 

Admail’s decades of experience with political postcards means your team can rest assured that your campaign is in the hands of an organization with a proven track record committed to producing results.

The post Political Mail Postcards in 2024 and beyond! appeared first on AdMail.

A mailing list is likely one of the most valuable datasets an organization has at its disposal. A professionally maintained customer database details who your customers are, their preferences, and how frequently they interact with your brand. Maintaining the integrity of your mailing list is a never-ending process but can be easily managed by following a few simple processes. 

Data consistency is key

Maintaining an organized mailing list starts at the data entry phase. Employees who are responsible for entering new customer data into your database should ensure that the formatting of your database is consistent across the board. 

Data elements should be organized into individual columns per data type. 

For example, business names should always be in a column for business and should never be entered into the customer’s name section. Titles should be considered a separate data point from the customer’s name. Address elements should be separate whenever possible.
Avoid using carriage returns by placing primary addresses and suite numbers in separate columns. By keeping each data point organized into individual elements, you’ll be ahead of the game, with data that’s flexible and ready for strategic implementation. 

Updating your list is essential to effective marketing

Maintaining a mailing list that is always up to date requires the data processing power of a mail service provider, like Admail.

Americans move to a new address at a dizzying pace every year. For an individual who has just moved to a new address, there are dozens of billing entities, service providers, and more that the consumer must update their address with. 

With all the updates to be made, your organization may get left off the to-do list. That’s where a mail service provider, like Admail, can provide the data processing power necessary to provide you with a constant update on your customers’ current addresses. 

Through a process known as NCOA, or National Change of Address, a mail service provider can identify customers who have moved to a new address within the past 48 months. Asking your mail service provider to perform an NCOA on your mailing list every year will guarantee you never lose track of your customers when they move.

Complete the process and implement list updates 

The final piece to maintaining an organized and updated mailing list requires a rigid adherence to standardization. 

Implementing the list updates that your mail service provider gives your organization is critical for ensuring your mailing list’s long-term integrity. 

Although the NCOA process is a required step for any direct mail campaign, the responsibility for implementing those updated addresses usually falls on the shoulders of the mailing list owner. Failing to consistently implement new addresses into your CRM or customer database will result in those customers eventually falling off your radar. 

The best practice is to establish a routine with your mail service provider that clearly details the process by which you want to receive updated information on your customers in a format that allows you to easily implement the new data.

Maintaining a mailing list is a collaborative effort but can easily be streamlined by following these simple best practices. The staff at Admail has experience with all types of mailing lists and would be happy to review your files and develop a solid game plan for maintaining your database.

The post Tips for Maintaining Your Mailing List appeared first on AdMail.