10 January 2020

Parkland Direct introduces haptic marketing mail piece

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First seen at Print19, Parkland Direct, a leading litho print and envelope manufacturer located in Forest, VA, has developed a unique ‘haptic’ direct mail envelope.

This haptic marketing initiative is built on web litho printing, embossing, UV spot coating and several types of foiling along with USPS-approved shape cutting of the envelope. Typically, envelopes of this type have been the domain of a more time consuming and costly sheet-fed printing and converting process which required multiple machine touches for each of the enhancements, high waste, long lead-times and often multiple suppliers. This has relegated haptic pieces to shorter volume projects.
‘What makes this envelope so unique in the fast-paced direct mail market is that this was all done with two production touches by one supplier,’ explained Andrew Schipke vice president sales and marketing for W+D North America. ‘Form a roll of coated paper to be litho printed and then highly embellished with multiple foils, embossing to a finished uniquely shaped envelope that will qualify not only for USPS full automation discounts but it’s also expected to qualify for a 2 percent postage discount as part of the 2020 USPS promotions program. This is the new direction direct mail is headed where brand owners and creatives are now demanding new, more engaging and more exciting ways to get their mail opened at all project volume levels.’
At Print19 the demonstration by Parkland Direct showed a 6 x 9 coated paper envelope being inkjet overprint personalized and then mail matched 1:1 inserted on W+D BB700 direct mail inserter.

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