Topeka, Kansas — The Foil & Specialty Effects Association (FSEA) has released a new white paper: “Transforming Direct Mail with Print Embellishments.” The eight-page paper provides detailed information on why direct mail works in the overcrowded digital world and how direct mail campaigns have used foil, specialty coatings and other embellishments to enhance noticeability and response rates.

“The mailbox is a competitive marketplace – not much different than retail shelf space,” said Mark Baugh, president of Baugh Graphic Finishing House, Indianapolis, Indiana, and past president of the FSEA Board of Directors. “Direct mail marketers have a very short time period to attract a potential customer, and embellishments have helped get the message across.”

The white paper concludes that by adding the vibrant tactile elements that can be experienced with foil, diecutting and other embellishments, a direct mail piece resonates with statistical return-on-investment for the sender. Several experts in the field are quoted, data points from the USPS and others are provided, and photos offer samples of a variety of direct mail projects using embellishments.

The new “Transforming Direct Mail with Print Embellishments” white paper currently is available to FSEA members and can be downloaded from the Members Only section of the FSEA website at

For further information, contact FSEA at 785.271.5816 or email [email protected].

The Foil & Specialty Effects Association (FSEA) provides a wide range of resources to help companies remain profitable today and into the future. From cost-saving programs and educational opportunities to green initiatives proving the sustainability of foil decorated paper/board, the FSEA strives to provide its members with ideas, resources and solutions to grow in today’s marketplace. For more information, visit