Account-based marketing (ABM) campaigns focus on targeting key accounts with personalized messaging to create a more meaningful, long-term partnership with customers. Direct mail is a common application for ABM campaigns, in large part because of the value and trust consumers put in print.
The high-value nature of contacts in an ABM campaign requires a high-value offer to effectively engage and entice them to convert on the offer. This means thinking outside of the traditional self-mailer or direct mail postcard and producing a premium print piece that is both durable and visually appealing. Heavyweight papers can be the key, provided you know what to look for in a heavier paper stock.
With this in mind, let’s look at what designers and printers should know about choosing the right heavyweight paper for creating account-based marketing materials.
Studies show color can increase brand recognition by up to 80% and is the primary factor in the decision to select one product over another for 85% of buyers, and ads in color are read 42% more than ads in black and white.
Choosing a paper that’s formulated for full-color coverage can increase the performance and durability of an ABM mailer, while also showcasing vibrant branding components that resonate with customers. This can also help increase the likelihood that your mailer will be shared within a social professional network.
The Heavyweights by Accent® Opaque is a premium heavyweight paper with high brightness and preferred blue-white shade for standout print contrast. Plus, The Heavyweights offer excellent opacity for minimal show-through.
A key component to creating high-quality ABM campaign materials is a consistent level of high print quality. A major challenge in achieving this level of consistency is some premium papers lack the kind of smooth print surface required to produce clear, crisp images, and this problem is often exacerbated when choosing a heavier paper stock that offers increased durability and reliability.
The Heavyweights offer a smooth, level printing surface for crisp, vivid images and consistent production. These characteristics are key for creating high-contrast scannable codes for high-speed mail processing and sorting, while also helping to produce consistently branded logos and vibrant colors.
Part of resonating with your target audience and building customer loyalty is demonstrating that you consider their goals and values. And now more than ever, sustainability is top-of-mind for consumers, with 78% considering it to be important and 84% reporting that poor environmental practices will alienate them from a brand or company.
One way to demonstrate that you’re actively working towards ethical, sustainable, eco-friendly business practices is by choosing sustainably sourced and produced papers for your ABM materials.
For example, papers that are manufactured using post-consumer fibers reduce your reliance on virgin paper sources, and papers that are Forest Stewardship Council® (FSC®) certified help reduce your environmental impact and better align with what today’s customers expect in terms of eco-friendly practices.
Not only do finishings increase the visual appeal, but the inclusion of finishing techniques can better engage your target audience and help ensure your print marketing has more staying power compared to pieces without finishings. These little extra touches can enhance the sensory or tactile experience, and they can also create an element of surprise and whimsy to create a more dynamic connection with customers.
Some unique finishings that can take your piece to the next level include:
The Heavyweights by Accent Opaque is a premium, heavyweight paper stock that offers unparalleled production value to help take your ABM materials to the next level. Available in two shades of white and using post-consumer fiber upon request, The Heavyweights can ensure your ABM materials say something with substance.
Learn more about The Heavyweights.