Printing mission-critical customer communications in black-and-white is the norm. Many organizations consider these as purely transactional and don’t want to pay for color. However, transactional print and mail companies can produce color-printed letters affordably. By adding branded hues or color-coded areas of the document, those receiving them may pay more attention.
So, does adding color to printed letters improve response rates? On this episode of Ask the Experts, Area VP Solutions Partner Anthony Faldetta answered the question.
“Color does increase response rates. What adding color does is it creates areas of the letter to have more attention drawn to them without overshadowing the content of the letter,” Anthony shared.
PCI Group often recommends that customers transition from black and white to full color. “Every time we’ve added color to letters for our clients, we’ve gotten anywhere from a 15 to 30% lift,” Anthony noted.
Customer engagement is a critical aspect of these communications. Organizations are always looking for solutions to improve this, and the design of the letters matters. Color can make it more visually appealing and ensures brand consistency. It can also support dynamic messaging printed within the statement to catch the eye. With the capability to print custom messages on each letter, companies also reduce costs by eliminating inserts.
