Skip to main content

3 Things to Know about Laminating and Coating Direct Mail

 

It’s no secret that despite how digitized our world is, direct mail is still a powerful tool that can garner a significant return on investment.

Direct mail has a higher response rate than email. Yet, households in the United States only received, on average, 368 pieces of regular marketing direct mail in 2022.

So, how can you ensure that your company’s direct mail stands out? One way to distinguish your mail and add extra polish is through lamination and coating.

Read on to learn more about the different types of coating that you can use for your mail pieces!

3 Essentials When It Comes to Lamination and Coating

1. Protective Properties

Lamination on direct mail pieces will protect them and increase their durability as they travel through the mail system.

Customers will be less impressed with a mail piece that arrives damaged, scratched, or scuffed. Using lamination is an excellent choice to help protect the mail piece from water damage, sun fading, and wear and tear.

2. Different Types of Coating

It’s important to know that three types of coatings can be used for direct mail: UV, Aqueous, and Varnish.

UV Coatings

UV coatings create one of the most glossy finishes for a mail piece.

UV coating works through the unique process of exposure to ultraviolet light, which causes the coating to dry and harden on the paper. The two challenges to remember for UV coating are that ink will not dry on top of the coating once it has been sealed and that it can crack if the mail piece is folded, like a brochure.

Aqueous Coatings

Aqueous coatings offer a few more options than UV coatings do.

You can select either a high-gloss or matte finish. Aqueous coatings are nearly entirely clear, deriving their name from the water-based formula. This type of coating is also more eco-friendly than other types.

Varnish Coatings

Varnish coatings offer the most options, allowing you to choose between a gloss, satin, or matte finish.

However, similarly to UV coatings, you cannot print additional ink on top of a varnish coating.

3. Timing is Everything

If you choose to laminate some of your print materials, you must factor in extra time for the production process.

The ink on your printed materials will need to dry and cure completely before you can laminate them over the top of the paper.

Additionally, it’s wise to allow the print to rest at room temperature for 24 hours after it has been laminated before moving or mailing the mail pieces to ensure that the lamination is set and will not separate from the paper.

Incorporate some of these lamination and coating tips into your next direct mail campaign, and enjoy the outstanding results that will follow!

Our company is here to help you with all of your direct mail printing needs. Contact us today to get more information!

 

Main product photo

Labels:

Comments

Post a Comment

Popular posts from this blog

What Would Happen If You Put the Right Banner in the Right Place?

  Not every marketing tactic has to be big or complicated. Sometimes, it just needs to be seen. Here’s a look at how different types of local retailers might use banners this season, and what could happen if they placed the right one in the right place. Imagine This: A Pet Supply Store Near a Dog Park Business slows after the summer rush. The pet shop is tucked just off the main road, and most traffic goes right past the plaza without ever noticing it. The owner puts up a banner near the entrance to the nearby dog park. It reads: "Local Treats, Leashes & Toys – 2 Blocks Away →" It’s printed with a paw-print border and hung between two fence posts where pet parents can’t miss it as they head in or out. In just a few days, new customers start mentioning the banner. Some come in just to browse, while others sign up for the store’s loyalty program. It's not a huge campaign, but it works because it’s right where the audience is. Imagine This: A Boutique That’s Host...
Post a Comment
Read more

From Thank You to Sale: Using Print to Build Customer Loyalty

  Winning a customer is hard work. Keeping that customer is where real growth happens. Research shows it can cost up to five times more to acquire a new customer than to retain an existing one ( Harvard Business Review ). Yet too often, businesses focus on chasing the next lead while overlooking the ones they already have. Here’s the truth: a thank-you is more than courtesy. With the right strategy, it becomes the foundation of customer retention, keeping people engaged, loyal, and coming back again and again. Customer Retention Starts With Print Recognition Every customer wants to feel noticed. If they only hear from you when you’re selling, they’ll drift. Print gives you a chance to show recognition in a way that feels tangible. Imagine sending a card a week after a purchase: “We loved serving you! Here’s a reminder of what’s coming up next.” That single piece of mail not only thanks them, it tells them they matter. Loyalty Grows With Consistency One thank-you isn’t enou...
Post a Comment
Read more

Beyond the Party: 5 Smart Print Projects That Shine This Holiday Season

  The calendar’s full, the deadlines are tight, and everyone’s trying to make a good final impression before the year wraps up. If you didn’t plan your marketing early this year, that doesn’t mean it’s too late to make your brand shine. Even a few small print pieces can help you stay visible, thoughtful, and connected during the busiest time of year. Here are five smart print ideas that work beautifully now and are worth bookmarking for next year’s plan. 1. Printed Thank-You Cards There’s something about a printed thank-you that never goes out of style.  Amidst this season full of mass emails and automated messages, a card with a short, handwritten note feels surprisingly personal. Use them to thank clients, donors, volunteers, or vendors. Keep the message simple: a warm “we appreciate you” and a reminder that you value the relationship. If you’re too busy to handwrite each one, try a hybrid approach: print a short, heartfelt message inside and add a quick signature. It...
Post a Comment
Read more