Capturing consumers’ attention can be difficult. Substrates that make print standout and attract attention are gaining in popularity. In addition, new types of substrates are enabling new print applications. Marketers have high interest in using specialty media to make their printed communications standout and capture attention in a media cluttered world. Media/substrate options for inkjet printing devices have expanded since the early days. Whether you are printing bills and statements, donor letters, postcards, catalogs, newsletters, books, or marketing collateral here are four considerations for changing up your media game.

1. Take it to a New Dimension with Labels
Three-dimensional mail refers to any piece that has more than the two standard dimensions of height and width. It's not your traditional letter or a flat-sized mailer but rather a box, padded envelope, or other 3D mailer with a label. Amid a sea of #10 envelopes, postcards, and traditional mail, dimensional mailers get noticed is more likely to be opened. According to the DMA’s Response Rate Report, dimensional mail can outperform flat mailings by 200% to 300% as these attention-grabbing mailers are much harder to overlook than a flat mailer or postcard. In that same report, oversized envelopes have the greatest household response rate of 6.6% over other mediums (followed by postcards at 5.7% and letter-sized envelopes at 4.3%). Dimensional mailers are more likely to hold the attention of the recipient, which means your message will have a longer shelf-life and impact. A personalized box or other 3D mailer is less likely to be discarded based on its unique nature. Jazz up your next dimensional mailing with personalized full-color labels.

2. Get Tactile
Use of synthetics and textured substrates are on the rise overall and inkjet-printed synthetics are part of the mix. According to Markets and Markets’ Synthetic Paper Market Trends and Forecast, the global synthetic paper market is projected to reach USD $386.5 million by 2020, at a CAGR of 7.0%. Inkjet applications using synthetic paper are increasing in labels and non-label use for direct mail, packaging, and specialty printing. Consider Relyco’s TriDura paper for example has a synthetic lining giving it durability to be water tolerant and tear-resistant. Applications might include menus, maps, manuals, catalogs, tags, IDs and more… all of which could benefit from personalization and customization that digital provides. Textured papers are becoming more popular among marketers and designers as well.  Marketers can benefit from inkjet printing on textured substrates as the range of options expands. Check out the list of textured and synthetic papers that run on the i300 using the thINK community Paper Selector. 

3. Save Costs and Go Specialty
When it comes to digital printing, pre-converted substrates and specialty media are popular substrate choices. This substrate category includes pre-perforated and scored sheets of paper that are used to produce various applications from folding cartons to ID cards. These paper options help save time and costs associated with finishing by reducing the number of steps in your production workflow, increasing automation and reducing the risk of errors. The good news is that pre-converted substrates and specialty media are available for high-speed inkjet applications. Popular options for high-speed inkjet include specialty perfs and ID cards for transactional applications and beyond. Now is the time to consider how specialty papers can streamline your production workflow, reduce costs, or increase your application offerings. 

4. Color Me Wild or Just Gloss It Up
A key benefit of digital printing is that it offers marketers the ability to create eye catching and personalized direct mail pieces, giveaways, and appreciation gifts quickly and in quantities required. The expanding variety of substrates that are available for production inkjet printing, including color options and coating variations are expanding application opportunities and capturing the attention of marketers. An expanding variety of substrates options, along with ongoing improvements, require print service providers either running high-speed inkjet devices or considering them to take note. More media options yield application innovation and volume growth.

Nichole Jones is a Consultant for Keypoint Intelligence – InfoTrends’ Business Development Strategies consulting service. Her responsibilities include managing the promotion and distribution of content and assisting clients and channels in building business development programs. She is also responsible for developing curriculum and content for e-Learning programs, which deliver online sales training.