Laminated Postcards Produce Lasting Impressions
- Karen Brooker
- 25 minutes ago
- 2 min read
Postcards have become a popular go-to form factor to address a variety of direct mail campaign goals. Well-designed postcards can deliver quick conversions, with QR codes to drive digitally-savvy consumers online for what may feel like a more comfortable interaction on mobile or desktop.
Because marketing messages and CTAs on postcards are immediately visible to the consumer, postcards provide guaranteed impressions. Adding lamination to your postcards ensures that your design and message survive the automated processes required for standard mail and arrive in mailboxes in beautiful condition. And postcards are a great option for election mail, where postage budgets are limited and consumers may be less motivated to open envelopes.
Quality and Durability
A laminated surface will protect postcards from moisture, scratches, and the general wear of sorting and postal handling. Lamination enhances your artwork, preserving ink density and color intensity. Laminated postcards arrive intact and visually sharp. Glossy laminated finishes enhance colors and photography, while matte finishes provide a sophisticated look and a tactile feel.
Positive Reflection of Brand
People instinctively associate lamination with premium quality. Sturdy and polished postcards give the perception that the brand is credible, trustworthy, and professional. Lamination is particularly effective when promoting high cost or luxury products and services. For example, a real estate broker might send a laminated postcard to promote luxury properties.
High Level of Audience Engagement
Marketing mail pieces that arrive together in the mailbox are in competition for your audience’s attention. Postcards enjoy the advantage of immediate impression, with every aspect of the postcard’s design, its features, its copy, and its colors available for instant consumption. Add highly personalized digital printing and creative features, such as tear-off cards, key tags, coupons, and scratch-off inks and stickers, and your laminated postcard keeps the consumer engaged in a multi-sensory way – significantly boosting the likelihood of response and recall.
Hyper-Personalization
Just because your finished design is protected by a durable and elegant laminated finish doesn’t mean the graphics protected beneath the lamination need to be static. Leverage high-definition digital printing to customize your message, images, and offer based on each audience member’s buying history, location, or demographic profile. A travel agency, for instance, could use laminated postcards printed with destination photos and suggested itineraries tied to the recipient’s travel or browsing history.
Postcards with Pizzazz
Adding lamination to direct mail postcards is a strategic way to boost the durability, appearance, and engagement of your message, ultimately increasing the effectiveness of your direct mail campaigns marketing.
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