Offset Printing or Digital Printing?

If you’ve ever wondered why your printer ran your print job offset vs. digitally (or vice versa), here is a quick snap shot on the two different processes and their strengths and limitations.

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Offset Printing: The offset printing process begins with an image being burned/etched onto a plate. Once on press, this image is transferred to a rubber blanket through a roller system and then onto a sheet of paper. The term “offset” means the ink is not transferred right onto the paper. The advantage of offset printing is the ability to print in large quantities in a cost effective way. The more you print, the less price it is per piece. Also, it offers the use of custom inks, Pantone, metallic, or fluorescent colors with superiors print quality. The initial offset set-up takes longer and is more expensive, but as the quantity increases, the cost per piece comes down dramatically. 

Digital Printing: There are no plates used in the digital printing process. Images are digitally transferred by rollers/drums using toner or some liquid ink (think laser printer/copier). An advantage of digital printing is the ability to print a smaller quantity to the exact number of pieces needed, like a run of 10 or 100. This keeps the cost of materials (paper,toner) down, so there is less waste. The set-up costs are generally lower for digital printing compared to offset.  A unique advantage that digital has over offset is that it can run variable data. This means that each printed piece can have a different name, address, or number. Offset printing cannot give you this option. The print quality has also improved immensely over the years, making the digital process more comparable with offset.

Offset and digital both have their place in the printing market. Each have specific benefits depending on the requirements of your printing project. If you are in need of a large quantity of printed pieces or a specific Pantone color, offset would be the best choice. On the other hand, if turnaround and the need for minimum quantities are what you need, then digital would be the way to go.

Direct Mail Still Gets Results

Direct mail is proving to be a profitable way to tell future customers about your unique products and services.

After analyzing data, the Direct Marketing Association (DMA) found that direct mail achieves a 4.4% response rate, compared to 0.12% for email. Overall, the DMA found that direct mail’s response rate is actually 10 to 30 times what it is for digital. Direct mail continues to be a viable marketing option. You control who receives your message, how many people you want to reach, and when it is delivered. People/customers respond positively to receiving and handling tangible objects.

Mailing lists or databases allow marketers to be more selective and personalized in determining the best target audience for their message or product. For example, you can reach households with specific income levels, professions, hobbies, male/female, married/single, etc. Also, direct mail is trackable, allowing you to monitor the results and the ROI on your marketing piece.

Direct mail can include a wide variety of marketing materials – postcards, newsletters, brochures, catalogs, etc. Large and small companies are both using direct mail because they know it is one of the most streamlines and profitable ways to reach new and existing customers.

A few things to keep in mind when producing/designing a direct mail piece:

  • Try to engage your potential customers with an exciting offer using effective art/design work for your products.
  • Make sure you are offering a product or service that can benefit your customer and your direct mail piece directly shows how.
  • Have a deadline or expiration date for your offer, prompting potential customers to act quickly.
  • Make your offer stand out in the printed piece. Do not allow it to become lost in unneeded clutter while your customer is reading.
  • Keep the message simple for potential customers by limiting conditions, restrictions, and disclaimers.
  • Make sure it is easy for the customer to contact you by including a phone number and email address.

If you have an idea for or questions about a potential direct mail marketing campaign, please contact us at Wells Print and Digital. We look forward to working with you on your next direct mail project.

Augment Your Printing

As technologies in communication progress, the ways that print is used continue to change. In the wake of QR Codes, interactive print is taking a giant leap into Augmented Reality. Augmented Reality is a process by which publishers are allowed to tie print directly to video, images, and interactive calls-to-action. Examples include YouTube videos, 3-D imaging, photo slide shows, and prompts to connect by phone, email, or social media.

Augmented Reality (AR) apps utilize a device’s camera to associate registered photos and graphics with an augmented experience. Once a device reads an AR graphic, it may display video, sound, or provide an interactive 3D display. There are many free AR reader apps available for Android and Apple devices. Layar and Aurasma seem to be two of the more popular and easy-to-use apps. Once the app is downloaded, it is able to view Augmented Reality on a printed piece or screen.

Augmented Reality has many practical uses as well as creative ones. The auto industry uses AR in instructional booklets to assist the reader with complicated repairs by utilizing 3-D images and video. Magazines use it to enhance articles. For instance, action photos in sports magazines come alive on a device when they are scanned. Home decor magazines can create interactive 3D images showing how furniture will look in the reader’s own living room, kitchen, or bath.

Possibilities range from simple links and videos to complex product displays with online purchasing options. Statistics show upward trends in almost all forms of mobile communication. Augmented Reality will change the way printing is viewed for years to come.

Websites are as Important as Ever

There is no question that, with the advent of digital marketing and much more efficient traditional media industries, our ability to communicate messages to large groups of people is stronger than ever. Utilizing a “marketing mix” can prove to be an extremely effective way to cast a wide net and ensure that your message reaches as many people as possible. A multi-faceted marketing campaign, however, can sometimes lead to an inconsistent and diluted experience for your customers.

The risk of being spread too thin is oftentimes reason enough for a campaign to narrow their efforts down to one or two controllable channels. An easy solution to that, however, is to use your website as a “base of operations” through which you drive all of your marketing traffic. After creating a central landing page, it is very simple to add a link to any post, email, printed piece etc. Not only does a central website give you the ability to display more in-depth information, but it also gives you the opportunity to more closely track and analyze your traffic.

Fully Customizable

Unlike third-party digital marketing outlets, your website is something over which you have complete control. Social networking sites like Facebook and Twitter, while having access to a large group of customers, can be very restrictive on what you can share based on text limits, image sizes, etc. Your website, on the other hand, is fully customizable, and can provide any amount of information that you feel is necessary. This is why many companies are using social media simply as a way to catch their customers’ attention, but ultimately driving traffic to their website where they provide a robust final product.



By driving traffic through your website, you give yourself much more analytical insight into what marketing techniques are working and why. Services like Google Analytics can provide you with information on how traffic is being driven to your website, and what they’re doing when they get there. Driving traffic through your website can give you an incredible amount of extremely valuable information on which marketing techniques are working, and which ones are failing.

Around the Clock Access

Your website is like an employee who works for you 24/7. Because someone can access your website at any time of day from nearly everywhere on the planet, it makes sense to spend time making it as effective and polished as possible. The more you strengthen it with quality content, the more likely it is to wind up on the search results of someone who is genuinely interested in your products or services. Clean up that quality content with an attractive design, and you’ll give yourself a great chance of converting that traffic in as a long-term customer.

Self Snail-Mailers

Self-mailers are printed and addressed in a way that is a useful format for newsletters, donation mailings, and promotions. The post office changed its tabbing and address orientation requirements on January 27, 2013. Designing self-mailers with the new regulations in mind will save you a headache when your next project is delivered to the post office.

Standard self-mailers are either sized at 8.5″ x 11″ trifolded to 8.5″ x 3.67″ or bifolded to 8.5″ x 5.5″. Either of these pieces need to be tabbed twice on the top of the mailer. These tabs should be within an inch of each edge of the mail piece. The address panel now needs to be on the closed side of the self-mailer at least 5/8″ from the bottom and 1/2″ from the right hand side of the piece. The paper printed on should be at least a 70# weight.

photo (1)In addition, the post office needs 4″ above or below the address to account for Intelligent Mail bar code (IMb). IMbs have replaced POSTNET bar codes and are required to receive automation discounts on postage. The new height requirement for IMbs is a bit taller and ranges anywhere from 0.015″ – 0.025″. When inserting pre-addressed letters into window envelopes, this should be kept in mind. If there are more than 4 or 5 address lines, positioning of the address may need to be adjusted to ensure that the bar code shows through the window.

With all of the changes at the post office, it’s probably a good idea to check a project’s specifications with a postal rep or direct mail firm before finalizing a design. Wells continues to be a trusted resource for mailings, even if there are just in the preparation stages.

-Dan Dettman

Quick Tips for Maximizing Facebook Reach

For many businesses and organizations, Facebook can be an incredibly valuable tool for brand development and connecting with their fans for a relatively low expense. Whether you’re an international brand or a family-run small business, the ability to convey a personal side to your business is a necessary step in this growing age of digital marketing. Knowing how to effectively use Facebook, however, is a skill that requires a creative mind, in-depth analysis, and no shortage of patience.

To determine your reach (how many people see your posts) Facebook uses an algorithm called EdgeRank. EdgeRank is used to determine what content appears on a user’s News Feed based on how they interact and engage with certain content. For example, if you tend to like a friend/page’s posts on a regular basis, their posts are more likely to appear higher and more frequently in your News Feed later. So if you, as a brand, want to ensure that your posts continue to reach as many people as possible, your aim should be to make your content as engaging as possible.

Here are some tips on how to do that:



1) Use photos

Its no secret that Facebook is becoming a more visually-based platform. With the advent of cover photos, larger photos in both the Timeline and News Feed, and their acquisition of Instagram, Facebook is fully embracing the visual bias of the Internet. While definite numbers tend to vary from study to study, they almost unanimously point to the fact that adding photos to your posts result in substantially higher engagement rates. In fact, several Facebook executives have come out and said that the most engaging posts are typically short, personal text coupled with an appropriate photo.

 2) Monitor

For brand pages, Facebook Insights provides succinct yet crucial information as to the effectiveness of our posts and how they engage our audiences. For each post, they provide us with the reach (how many people saw your post), engaged users (the number of people who clicked on or were engaged with your post), and the number of people talking about your post (how many people liked, commented, or shared your post). The more people that engaged with the post, the more people will see it later. The higher number of people “talking about” your post, then there is an even HIGHER chance of your posts being seen in the future.

 3) Have Fun

While advertising is slowly becoming a larger and larger part of the experience, Facebook was built as a social interaction tool and is most effective when used as such. The brands with the most success on Facebook have done so because they have moved on from traditional product marketing by using a more personal and casual approach. Try to stay away using Facebook exclusively as another medium to spurt out products and services. Go at it with a more casual outlook and let your fans and customers see who YOU really are.

Tracking the Impact of Your Printing

The ability to analyze the reach of your marketing efforts is becoming a necessity for businesses and organizations across all industries. The “who, what, where, when, why, and how” given to us by market research can give us vital information about our audience and how to more effectively reach them in the future. As internet usage continues to increase, the more we will see these marketing research techniques shift towards web-analytics and other web-based information.

At first thought, it might seem as though the printing industry would take a hit as customers move towards methods with more traceability. It is believed, however, that if print marketing is willing to evolve, it could see a steady increase as these technologies develop and become more readily available. Integrating traditional printing with cutting edge analytics will prove to be an incredibly effective marketing technique.

One example of this is using customized shortened URLs for a direct mail piece. By using a customer URL for a specific direct mail campaign, you can easily track how many customers you brought to your site through that campaign. Using these shortened URLs with web-analytics software (like Google Analytics), you can even narrow down a concrete return on investment (ROI) for your printed materials.

As these technologies continue to develop, the printing industry will continue to thrive as a valuable marketing tool, so long as it is willing to adapt. By effectively combining digital technology with print technology, you can help reach the perfect blend of “mixed marketing” that leads to an enormous ROI and increased reach.

Find Your Social Media Niche

Managing the social media efforts for a business or organization can be an overwhelming process. As the field continues to grow as a viable marketing technique, we’re constantly being introduced with new platforms that allow us to connect with our customers. How do we find the time to regularly post  on our Facebook feed, monitor our Twitter accounts, pin to our boards on Pinterest, and post to Google Plus with meaningful and effective content on a regular basis? The answer to that question may just be that, in the world of social media, less is more.

In the world of digital marketing, content is king. Having something meaningful and interesting to say can prove to be more effective in bringing in prospective customers than tapping into a specific series demographics through a network of social media platforms. This is not to say, however, that you should neglect all other forms of social media other than what you already use. What we’re saying is that you might find it more effective to find out which platforms you’re most comfortable with, and focus on developing meaningful and captivating content specifically for those mediums. Trying to dilute your attention across a wide array of platforms may end up doing damage to your brand by not projecting high-quality content.

Stretching yourself too thin can actually do significant damage to your social brand down the road. For example, Facebook uses an algorithm called EdgeRank to help determine what to display in a users News Feed based on what they typically like to look at and interact with. If your brand page is consistently pushing out content that is not engaging, this algorithm will determine that your fans are not interested in your page, and therefore your content is less likely to appear on their News Feed in the future.

So when it comes to social media management, remember that its important to focus on quality, not quantity. If you’re posting quality content, you are more likely to make your voice heard.

Mixed Marketing

Social media, search engine optimization, and other digital marketing efforts can serve as a great way to raise awareness and develop your brand. Studies have shown, however, that these methods prove to be drastically less effective when they stand alone in your marketing campaign, as opposed to those campaign utilizing mixed marketing. By utilizing an array of marketing mediums will not only cast a wider net, but it will help you reach a more meaningful and useful audience.

A well organized marketing campaign should rely on linking different marketing methods to one another. For example, a strong website or a detailed catalog may not be incredibly useful when used by themselves, but together their combined message is far more likely to lead to a sale, donation, or some other form of engagement. A study by the United States Postal Service found that websites supported by catalogs yield 163% more revenue than those not supported by catalogs.

Another great example of how mixed marketing can be incredibly useful is by combining direct mailings with other marketing activities. Studies show that digital marketing techniques (such as a social media campaign) increase their campaign payback by up to 20% when teamed up with direct mail. By driving customers from one medium to another is a great way to promote engagement in your marketing campaign.

So in a time when it is easy to assume that paperless means more streamlined/efficient, don’t forget about the effectiveness of diversifying. Marketing from different angles and encourage people to move from one medium to another can be a great way to make your marketing campaign stick.

Saturation Style

Direct mail has always been a source of marketing that can be easily measured. For some small businesses the cost of list purchases, postage, and mail processing is a deterrent from using this kind of marketing. Fortunately, as the post office’s workload continually changes it has begun to offer promotions and discounts to lower the cost of direct mail. In the past, saturation mailings were only offered to government entities and municipalities, however, the post office recently opened them up to businesses. The USPS now offers a program called Every Door Direct Mail, EDDM for short, and is reducing the costs of direct mail for businesses all over the country.

The Rules

Bindery department at Wells Print and Digital

EDDM uses the same concept as a saturation mailing. The person in charge of the mailing can choose zip codes and carrier routes/rural routes to target. There are great opportunities for businesses to hit specific neighborhoods that hold the most potential customers. Additionally, businesses can cross sell by only mailing to other businesses’ PO boxes and physical addresses.

An EDDM mailing piece needs to mail at a flat size which measures from 6.125” x 11.5” to 12” x 15”. Your printer will probably recommend mailing an oversized postcard or a fold-over newsletter-style piece. The piece will not be addressed – it should read Postal Customer on the mailing panel. This method will allow the post office carrier to deliver to “every door” in the chosen areas.

Costs Involved

For a saturation mailing, postage is usually around 14-16¢, much lower than that of a standard direct mail campaign. Another cost reduction factor to consider is that a prospect list does not need to be purchased. Lists can range from $150-$500, depending on the areas and demographics included.

In addition to these savings, your commercial printer will just need to sort and bundle the printed mailers before they mail. This takes out some of the costs involved with mail processing. With these economies in place, a saturation mailing’s return on investment has the potential to be as large as the marketing idea that inspires it.

Try it Out!

If you have ever considered a direct mail project, now is the time to revisit print and mail price estimates. Postage, mail processing, and printing costs have not been lower in recent memory. Have a conversation with your print rep about saturation mailings or check out this link to learn more about EDDM on your own –

-Dan Dettman