Digital readership is popular, whether that’s reading the news on your phone in the morning over coffee or purchasing a Kindle to download the latest best seller. Although less print books and papers are bought than in the past, they are still in circulation because it turns out: people love to read in print.  

When it comes to business, you might use less print advertising and other materials like annual reports, brochures, and direct mail because you can produce many of these items digitally. Although there is a reduction in print, most businesses will still have some materials printed. Today’s business owner has to strike a balance between accommodating its consumers’ needs in both mediums.  

While digital readership is new, there is quite a lot of research on the subject of consumer preferences. Some people are over the moon for digital, it’s eco-friendly, requires less space, and easily transportable. For digital readers, getting a book is as easy as downloading a copy to their tablet or smartphone. A visit to a bookstore isn’t necessary.  

Those who love print, though will continue to subscribe to magazines, journals, and newspapers. A trip to the nearest bookstore is a fun excursion and they bask in the experience of leisurely browsing publications before they make their purchase.  

Statistics on Preferences of Digital and Print 

Although digital reading has many advocates, the actual statistics on consumer preferences are interesting. It turns out that preferences for each medium cannot be attributed to specific generations as many young people enjoy print, too.  

Some noteworthy statistics include: 

  • In 2014, a poll found that 72% of college students preferred physical copies of textbooks to digital ones. Common reasons for this preference included reduced eyestrain, accessibility without Internet access, and the ability to highlight important sections of text.  
  • Of college students who have access to digital textbooks, 50% print them anyway to have a physical copy. 
  • Those who prefer print from ages 18-29, cited a love for experience of print, such the smell and texture of books as the reason for their preference.  
  • In 2018, the book publishing industry made $26 billion, overwhelmingly outselling digital copies. 
  • About 63% of book sales in the UK were made by people under the age of 44, which means that the publishing industry is kept afloat by many age groups, including younger people.  

One professor of education at the University of North Dakota, Virginia Clinton, studied the preferences of print and digital readership. Clinton’s research was inspired by her students’ preferences for print, even though using digital copies of textbooks saved them money. In her research, she found that reading in print produces more comprehension and retention of material than digital. Her research indicated that in instances of retaining non-fiction material, print is certainly preferable to digital.  

When it comes to business, however, companies have to strike a balance between print and digital that suits their unique needs and their consumers’ needs. This process involves careful market research and evaluation of how digital and print advertising is performing.  

Pel Hughes is a woman-owned enterprise that offers in-house printing for direct mail and marketing materials. Our team of printing professionals and graphic designers serve businesses of all sizes in a number of industries, including nonprofits, healthcare, and education. Visit our website and blog to learn more about our services.

Print advertising might be in decline during the digital age but it’s not dead. The truth is that print advertising is still relevant, even in the time of Covid-19. If you provide a service-based business or have a brick-and-mortar store, you absolutely need to tap into effective methods of print advertising. From mailing circulars and promotional offers to having catalogues, print advertising can take your business to the next level.  

Our team at Pel Hughes has compiled some compelling reasons that demonstrate how important print advertising is in the modern age.  

#1 If you interface with your customers/clients in person, print will always be valuable.  

Unless you’re running a web-based business, print advertising should have a place in your marketing budget. Whether that’s coupons handed out at the point of sale or mailing promotional offers to your community, print advertising can boost sales and bring more customers to your door.  

#2 Luxury customers enjoy print.  

Let’s say you run a high-end boutique. Luxury customers tend to value print advertising over digital. Sending a seasonal or yearly catalogue to recurring customers might encourage them to leave their homes and shop in person.  

#3 Print advertising can complement your digital marketing efforts.  

Print and digital don’t have to be in competition; in fact, they can complement each other. Print advertising can offer incentives such as special offers or insider information to recipients who follow you on social media or sign up for newsletters with their e-mail address. This can help beef up your digital presence while engaging with your community.  

#4 Digital advertising isn’t tangible.  

If your business involves aesthetics and design, print still has a place. Whether that’s having brochures and/or glossy catalogues, you will likely need a combination of print and digital to get your message across. Print advertising evokes the sense of touch, too. High quality paper with texture can leave a lasting impression on potential clients and customers.  

#5 Print can enhance sales—especially during a pandemic.  

COVID-19 has changed the way people interact with one another. A firm handshake or having a one-on-one discussion in close quarters could be deadly. This fear has affected traditional sales. Having an eye-catching brochure or a well-designed presentation folder can help you sell what your brand has to offer. 

#6 Direct mail still resonates with consumers.  

Coupons, postcards, and promotional offers still translate to sales. Developing a great direct mail campaign has a higher ROI than e-mail marketing and digital ads. In fact, direct mail is a great way to engage with consumers from diverse demographics—especially since direct mail campaigns are seen as the most trustworthy form of advertising.  

While digital marketing has certainly changed the landscape of print advertising, it hasn’t made print obsolete. If you need help with print advertising, our experts at Pel Hughes can help. We have a team of seasoned professionals and use the latest printing technology. Give us a call at (504) 486-8646 to learn more.

The brochure is one of the most lauded print materials a company can invest in. Well-made brochures convey your entire brand’s message in a matter of seconds. It sets the tone for what clients or customers can expect from your company and your offerings. A poorly-made brochure, however, does the opposite. 

Selecting the right layout for your brochure matters.  If you’re looking for brochure inspiration, the team at Pel Hughes has curated ten wonderful designs that can suit the needs of businesses in a range of industries.  

#1 A Modern Bi-Fold Brochure 

A departure from the standard tri-fold brochure, this modern bi-fold piece features geometric graphics and a sleek, modern design. This brochure is perfect for businesses operating in the creative realm, such as copywriting, graphic design, or digital marketing.  

#2 A Minimalistic Corporate Brochure 

This minimalist corporate brochure conveys a powerful brand message without a busy, dizzying aesthetic. It’s a bi-fold design with clean, professional elements that can suit a range of industries and business sizes.  

#3 A Corporate Profile Brochure 

This template could meet the needs of a number of businesses in the market for a corporate profile brochure. It is easily customizable and boasts grid-based layouts. This editorial style template accommodates up to 20 pages of content.  

#4 A Bright Brochure for Companies in the Finance Sector 

This inviting and bright brochure has room for plenty of copy and infographics. Ideal for financial planning and accounting firms, this brochure presents helpful information in a clean, organized manner. 

#5 A Modern Brochure for Proposals 

Brochures are excellent tools for accompanying proposals. This template boasts a bold, eye-catching design with enough room for infographics, stock photos, and copy to help sell an idea or service.  

#6 A Sleek Annual Report Brochure 

Annual reports are one of the most important materials a company will distribute. This 16-page template is grid-based and well-organized for compartmentalizing important information.  

#7 A Bold Brochure for Non-Profits 

This striking brochure is perfect for nonprofits that serve animals, the environment, and other ecological causes. Its customizable design is perfect for showcasing vivid photos and drawing attention to copy with an important mission.  

#8 A Red Brochure for Educational Institutions 

This tri-fold template is great for colleges, trade schools, and private/charter schools. It is customizable with bold fonts, icons, images, and modern colors.  

#9 An Information-Forward Brochure for the Healthcare Industry 

Whether you operate a dental, medical, or chiropractic practice, this informative brochure is great for presenting fact-based information to patients. Perfect for patient education, this brochure has bright colors, great readability, and room for evidence-backed copy that helps people take charge of their wellbeing.  

#10 A Corporate Brochure for Creative Agencies 

This easy-to-edit template offers striking design and ample space for copy. Its images, text, and colors can be personalized without difficulty. 

If you’re looking for great support on your next brochure, give the team at Pel Hughes a call at (504) 486-8646. We can print your brochures from templates or our graphic designers can help you develop a stunning brochure from scratch.  

COVID-19 has upended the lives of people across the globe. On top of a concerning death toll, this mysterious new disease has also wreaked havoc on the business world. Companies in every industry are revamping their practices and trying to anticipate the ways that a novel virus could affect their business.  

Those who utilize presentation folders might be wondering how COVID will affect this common sales practice. Fortunately, there is some insight on how presentation folders will fit into the business climate.  

Presentation folders drive sales—especially in specific industries. According to CEOs of printing companies, the presentation folder has had a moment of importance during the pandemic. Presentation folders have been especially beneficial to healthcare organizations like hospitals, clinics, assisted living facilities, and rehabilitation centers. They have also been useful for real estate agents, banking institutions, and lenders along with service providers such as house cleaners, power washers, and roofers.  

In addition to presentation folders’ surge in popularity, brochures have become a well-liked communication tool for sales. Both types of products give new and existing consumers tangible materials packed with helpful information.  

In the wake of COVID-19, sales professionals have endured unprecedented stress. Consumers are wary of getting too close to people—which makes it difficult for sales professionals to discuss services and products in a way that they are used to. Items like presentation folders and brochures have become valuable communication tools for sales people because it conveys important messages while allowing consumers to keep a distance that is safe and comfortable to them.  

What Makes Great Presentation Folders 

Presentation folders and brochures might become the most effective tools you have to communicate with your clientele. When designed properly and printed with quality materials, these items can make a lasting impression on existing and potential clients.  

Some key elements to consider when developing presentation folders are common design components such as fonts, color, and graphics along with the quality of paper you choose. The costs of printing custom brochures and presentation folders is at a historic low due to advancements in technology and design software. A reduction in cost means that many organizations can invest in quality paper that makes a strong, favorable impression.  

It’s important to remember that printed materials evoke one of the senses often overlooked in the modern age: touch. Investing in good quality paper that has texture and weight can increase sales, enhance the customer experience, and build a favorable reputation with your brand.  

If you haven’t already, now is a great time to discuss marketing and advertising tools with a printing company. Pel Hughes offers a team of experienced graphic designers and printing professionals along with cutting edge technology to serve your business’ unique needs.  

We help businesses in diverse industries develop compelling presentation folders, brochures, direct mail pieces, banners, and oversized items. Our mission is to help your business thrive—especially during hard times. Give our team a call today at (504) 486-8646 to learn more and request a quote.

Life during a pandemic seems decidedly negative. After all, we are contending with the worst pandemic in recent history, severe economic downturn, and everything feels hyper-partisan. It might seem that taking a positive tone with print media could be construed as out-of-touch but the truth is that people are craving authentic positivity and wholesomeness now more than ever.  

A great example of our real need for positivity was the success of actor John Krasinski’s self-produced “Some Good News” show on YouTube. While most people know of John Krasinski for his lovable character on The Office, his YouTube-based show gained a massive following within its first episode. His heartwarming approach to delivering positive messages was well-received and lauded for its content.  

The Scientific Case for Positivity 

It turns out there’s science to back up the notion that positivity is good for business. Advertisers and marketers have found that positive messages in all kinds of media, including print, make lasting impressions on consumers. A study conducted in Belgium found that its participants overwhelmingly favored positive messages in advertising. This study also found that advertising with pleasant messages translated to the development of positive associations with a brand and its products.  

Psychological Elements of Positivity and Negativity in Advertising 

It’s important to note that negativity in marketing garners reactions, too. Negativity does capture our attention. Human beings are hard-wired to perk up in the face of negativity as our brains see negative emotions and situations as a threat to our wellbeing and survival. Although we are hard-wired to be attentive toward negative sentiments, it might not yield the results we want in business. There are times when a snarky or competitive tone can elicit a chuckle or two but consumers might be more likely to remember the advertisement and not the company doing the advertising.  

When things are going relatively well economically and socially, negative advertising doesn’t tend to fall too flat. However, when times are tougher than normal, positive messages resonate more strongly with consumers.  

Tips for Focusing on the Positive in Your Marketing Strategy 

It might be tempting to use advertising to highlight the shortcomings of your competition—especially if you can do it in a humorous way. But it’s best to focus on your positives rather than your competition’s negatives. Framing your advertising to highlight your company’s strengths, whether that’s exceptional customer service or a revolutionary product is the best way to stand out from the crowd and develop pleasant connections to your brand.  

Another aspect to positivity in print media is to celebrate diversity or a specific community. Great examples of this message are Dove’s body positive advertisements that featured women with a range of body sizes without digital retouching. Dove’s messaging has been one of celebrating diversity instead of glorifying glossy perfection. This messaging resonated with women from diverse age groups and socioeconomic backgrounds.

Your business’ message matters. If you need help developing great print advertisements, our team of graphic designers and print experts can help. Pel Hughes serves business of all sizes. Give us a call at (504) 486-8646 or fill out a contact form to learn more.

When is the last time you made an impulse buy in a grocery store or clothing retailer? Where did this impulse buy occur? More than likely, it occurred near the register as you waited in line. What lured you in was probably the signage surrounding the shelves of candy bars or lip glosses. The strong forces at work behind these types of purchases are called “point of purchase advertising” or “POP”. We all give in to impulse buying; and many times, it’s a product we already like or we will come to love.  

Harnessing the power of an impulse purchase begins with a great oversized print campaign. The goal of POP advertising is to encourage impulse buys. In order to do this, stores and brands create signs and displays that are both eye catching and persuasive. They might tout some fantastic 2 for 1 deal, give recipe suggestions for an often-overlooked ingredient they’re trying to push, or encourage a buy with simple copy that says “grab a snack!” 

The (proven) logic is that signs and displays will draw attention and encourage a purchase. In fact, Ad Age reports that a family of four will spend 61% of its total grocery bill on unplanned purchases. 

Translation: It’s open season out there, and you need to catch the consumer’s eye with imagery. 

Business that Thrive with POP Advertising 

A number of businesses can benefit from POP displays. Common industries that utilize this form of advertising include health and beauty companies, restaurants, gas stations, boutiques and clothing retailers, and grocery stores. Essentially, any company selling tangible products can benefit from placing POP displays near registers in a multitude of businesses.  

Benefits of POP Advertising 

Point of purchase advertising offers unique advantages. Some of the most common benefits associated with POP displays include: 

  • Utilizing a strategic location: POP Displays are typically found at check-out lines/registers and at the end of aisles. A great example of this is a well-stocked makeup display at the end of the health and beauty section of large grocery stores.  
  • Attracting a customer’s attention: POP displays are eye-catching because they feature vivid colors and carefully-placed graphics. The products they contain also have pleasing packaging and are neatly arranged. All these factors can attract potential customers who pass by your display. 
  • Generating sales at a low cost: In most cases, POP displays are far less expensive than paying for conventional advertising on television, print, or radio. 
  • Taking the burden off retailers for merchandising: While it’s great to have relationships with retailers, relying solely on retailers to present your product to customers can be ineffective. With POP displays, you can ensure that your brand’s products are merchandised in a way that speaks to your brand and visually appeals to consumers.  

Oversized Printing for All Your Needs  

Here are a few examples of what we print here at Pel Hughes: 

  • Vinyl Banners 
  • Window Adhesives 
  • Floor Graphics 
  • A Frame Signs 
  • Banner Stands 
  • Canvas Prints 
  • Foamcore Boards 
  • Yard Signs 
  • Posters 

At Pel Hughes, we are experienced in creating POP signs and displays that are beautiful, eye catching, and completely aligned with your brand. 

We have the capability to put your POP message on a huge variety of materials, from glass to plastic to vinyl – so dream big. 

If you’re in need of stellar customer service and beautiful branded materials, fill out our contact form so that we can better understand your needs or give our team a call at (504) 486-8646.

Color is a powerful element in designing great packaging. The right colors, chosen to complement one another, can turn curious consumers into loyal customers who will select your product from a sea of competitors. Improper color execution, however, can turn people away from your product. Developing the right color scheme for your product is a process that requires careful consideration, research, and collaboration with experienced professionals.  

The Profound Effect of Color on Our Mood 

We can feel calmed, invigorated, happy, sad, excited—even nervous—based on a color we see. We associate color with people and places, particular memories, and our surrounding environment. 

With all of this being said, it shouldn’t really come as a surprise that making your product packaging aesthetically pleasing is essential to the success of your brand. In fact, an expertly designed package can make the difference in sales, brand recognition, and the success of your product sales overall. 

When you’re picking colors to represent your brand, make sure to consider color associations.  

How does color influence consumers? 

Color conveys messages based on our cultural backgrounds, our life experiences, and our unique preferences. There’s a reason that environmentally-conscious companies choose green for their packaging. Green evokes a sense of balance and harmony with nature. Similarly, companies that provide customer service or consumer goods tend to lean toward blue because it translates to a sense of trustworthiness and integrity. 

Here’s a quick rundown on common emotions associated with color among consumers in the Americas and Western Europe.  

Red – Creates a sense of urgency, which is good for clearance sales. Encourages appetite, thus is frequently used by fast-food chains. Physically stimulates the body, raising blood pressure and heart rate, associated with movement, excitement, and passion. 

Blue – Blue provides a sense of security, curbs appetite, and stimulates productivity. Blue is the color of trust and reliability, and the different shades give even more depth of meaning. Bolder blues represent a more serious or professional product. Lighter blues present more creativity and light-heartedness. Blue also contributes to calmness and security. 

Green – Associated with health, tranquility, power, and nature. Used in stores to relax customers and for promoting environmental issues. Green stimulates harmony in your brain and encourages a balance leading to decisiveness. 

Purple – Commonly associated with royalty, wisdom, and respect. Stimulates problem-solving as well as creativity. Frequently used to promote beauty and anti-aging products. 

Orange & Yellow – Cheerful colors that promote optimism. Yellow can make babies cry, while orange can trigger a sense of caution. Used to create a sense of anxiety that can draw in impulsive buyers and window shoppers. 

Black – Associated with authority, power, stability, and strength. Often a symbol of intelligence, but can become overwhelming if used to frequently. 

Grey – Symbolizes feelings of practicality, old age, and solidarity. But too much grey can lead to feelings of nothingness and depression. 

White – Associated with feelings of purity, cleanliness and safety. Can be used to project an absence of color or neutrality. White space helps spark creativity since it can be perceived as an unaltered, clean state. 

The Importance of Careful Color Combination Selection 

Most packaging will contain a combination of colors. Selecting effective color combinations can be cumbersome and when executed improperly, can have a negative effect on consumers. Your selection of color should be pleasing and balanced. Colors should not compete for attention or clash too much. The right color combination can drive sales and improve your brand’s image. The wrong color combination could turn customers away to your competition.  

Because color selection is so important, we strongly encourage business owners to work with professionals. This is not the time to try your hand with a DIY approach. Professionals have the education and experience necessary to help you execute your vision with panache and professionalism.  

Another helpful tip our team recommends is to test your colors on the material you are printing them on before running the entire batch. Different materials hold and display color differently, so you will want to make sure that the color you want is true to your vision before you invest in hundreds (or more) of copies. 

Pel Hughes is a woman-owned enterprise that serves businesses in diverse industries. If you are looking to design your packaging with a greater focus on color selection, give us a call at (504) 486-4686 and lets start a conversation. Our team can help drive revenue and increase brand awareness through outstanding package design. 

Marketing in the 21st century is certainly dominated by digital channels. While having a content-forward website and blog along with an active social media presence is essential to a business’ survival, print advertising and direct mail still have a place in every business’ marketing strategy. In fact, properly executing direct and print marketing initiatives can increase the effectiveness of your online marketing campaigns and drive sales. Getting the most out of your print marketing and direct mail requires careful planning and professional support.  

Following are three important ways printed material can complement and increase online sales. 

Personalization Resonates with Consumers 

Printed media allows the user to touch something and see the products on display in their hands. They identify more intimately with the company and its products than they do online. Research has shown that personalized mail resonates with every generation, including boomers and millennials.  

Stimulation of the Senses 

Printed media also provides a pleasing feast for the senses. For example, the recipient can hold a catalog. They can see the products on the pages. At times, it might even be possible for them to smell fragrances. For younger people, this stimulation of the senses is a welcome break from the more impersonal online experience. Older generations find printed media rekindling memories of their youth. Either way, it is a winning situation for the sender. 

Legitimize Your Business 

Last, but not least, printed media helps a business appear real. There is no shortage of fly-by-night companies using the impersonal nature of the Internet to sell products of inferior quality or dubious origin. Print marketing and direct mail initiatives can drive sales by separating you from the competition and legitimizing your business.  

When you provide QR codes, website URLs, and business handles for your social channels on direct mail and print advertising, potential customers can find your business with ease online. Connecting digital marketing with print can help increase sales while expanding your brand’s reach.  

Start a Direct Mail Print Campaign Today 

The goal of any successful marketing campaign is to capture new customers and retain current clients. Printed media remains a primary means of doing so. Our team of graphic designers can help you develop polished materials that protect your brand and convey your professionalism.  

To stay ahead of the competition, get started with a direct mail print campaign today. Contact our experts at Pel Hughes to learn more.

In the last couple of decades, online initiatives like websites and social media have taken the spotlight when it comes to marketing. While digital marketing is definitely worthwhile for building a brand and increasing sales, there are still many reasons to invest in conventional marketing efforts.  Although many businesses prefer to skip phone books and magazines for advertisements on Instagram and Google AdWords, there should still be room in corporate budgets for some print marketing. One aspect of traditional marketing that still serves companies of all sizes is the corporate brochure.

What Makes a Great Corporate Brochure 

The brochure has limited space; after all, it’s just a tri-fold piece of paper. We’ve all seen them taped to our front doors to advertise a local roofing company or to promote a tourist attraction near a hotel we are staying in. Since space is sparse, a brochure’s content should be attention-grabbing, concise, and informative.

Great corporate brochures typically have a strong handle on the following elements:

  • A defined audience: determine what’s important to your potential customers. Is it your company’s expertise? Is it your approach to service? Or perhaps it’s your affordable offerings. The aspects that make your company unique and the aspects that impress your existing clientele should be a focal point of the content throughout your brochure.

 

  • Sharp, attention-grabbing photos: select images that will appeal to your potential customers. This means you can’t waste space on a brochure with pictures of your office building. Photos need to convey what your business can do for your clients. This means if you run a catering service, small but clear images of delectable meals would provide a powerful illustration of what makes your company stand out from your competition.

 

  • A professional appearance: make sure your brochure looks polished. A messy brochure with lackluster copy is not worth your time or money. Your brochure needs to make a memorable impression. This means that you should consult experts at graphic design, printing, and copywriting. Their feedback can help you avoid embarrassing faux paus like Comic Sans font, poor color combinations, or misspelled words.

 

  • A good use of headings: a heading can help summarize the content of your brochure. People skim copy; they’re busy. Headings should help grab attention.

 

  • Condensed copy with bullet points: consumers love bullet points online and in print. It makes skimming and comprehending your copy quick and easy.

 

  • A strong call to action that incentivizes customers: an incentive will help nudge a potential client to act quickly. Great incentives are promotional offers and discounts.

 

  • Customers have a clear course of action: this means your contact information and website’s URL should be easy to find.

 

  • High quality paper: the paper used for your brochure should be thick and sturdy. Thin and flimsy paper could send the wrong message. Besides, thin paper may not stand up to the bottom of your customer’s purse or satchel.

While many forms of traditional marketing have moved to the digital space, the brochure is one that shouldn’t be overlooked. Corporate brochures can be an affordable marketing tool—especially when compared to print, radio, and television advertisements.

With such a wide range of print marketing materials available, keeping track of return on investment on sales, marketing and promotional items can be a headache. In today’s financial climate, though, with advertising budgets shrinking, you need to know what’s working and what isn’t if you’re going to make the most of limited resources.

Before you can track ROI on printed marketing materials, you need to establish the desired response, and include a call to action on all your brochures, flyers and other promotional literature that allows you to measure the response it generates.

Popular ways to track the source of sales and leads include voucher or coupon codes tied to special offers and allocated to different print media and contact channels, customised website landing pages and QR barcodes.

Phone orders and enquiries

By allocating voucher or discount codes to each brochure, flyer or leaflet, you can identify which items are generating results and calculate the value of each before ordering reprints. Also, train customer service and sales staff to ask where customers who don’t provide a code heard about the company, and track these.

Website responses

You can track website responses through the use of personalised landing pages (PURLs) including codes customised for each customer. This ensures their exposure to your offer remains constant between printed and electronic media, (using the same look and feel, the same headings and call to action etc) and reduces consumer confusion, thereby increasing conversion rates.

You can also use analytics packages such as Google’s analytics to track which pages customers view before ordering or abandoning an order, and use this information to reduce leakage and increase ROI.

Using response codes

You can use text response codes, barcodes, known as QR codes, or discount coupons and vouchers to track responses. Ideally, include a text code in the URL for your website that matches the discount or offer code collected by phone staff, and include a QR code for those who want to use them.

  • Response codes that aren’t tied to a special offer give the consumer no incentive to share the code with you, so always add value to the code in some way, whether it’s a discount, a free bonus or extra product to encourage customers to use the code. If you hand materials out at trade shows, use location specific codes so you can see which regions are more responsive to which offers.
  • QR codes (Quick response codes) are square barcodes that can be scanned by smartphones and QR apps. Scanning the QR code opens the smartphone browser at the customised landing page, making it quick and easy for those with the right technology to investigate your offer. Make sure the page matches the promotional material, and conversion rates can be high.

Using a control code

If you track the ROI of all print materials, you can see which campaigns are profitable and which aren’t. Then, when it comes time to reorder, you can keep the best performing offer, use that as a control and make changes to underperforming materials, using a new code.

You can replace campaigns which don’t perform as well as the control, making one or two small changes and unique codes for each variant. At the end of the new campaign, if the control still outperforms it, you make more changes and try again. If the campaign outperforms the control, it becomes the new control and you keep that campaign and run another alongside it to try and improve response rates and ROI further.