I’ve noticed a trend emerge recently. A client of mine got me to design an invitation to a marketing event – cocktails at a new store – I sent him a beautifully designed invite in the form or a PDF and asked him how many he needed printed and he said: “Oh, there’s no need, I’m sending the PDF by email”.
More and more of this will be happening in the future. If this widely-predicted recession actually takes hold, marketing managers can tighten there budgets by sacrificing digital print for digital communication.
It’s another benefit of the interactive PDF. Why go to the expense of printing something when you can email a PDF? They look good, the file size is low enough not to bother the receiver and, let’s face it, it’s more likely to be seen than if it was sent in the post.
There are various other ways of side-stepping a printer. There’s html emails, although care should be taken that they’re not seen as spam. And there’s one-off web pages – if you’re very worried about spam filters simply put a link in your email. A new domain can be set up in seconds for next to nothing. Simply create a site at www dot something-interesting-that-hasn’t-been-thought-of-yet dot com and design an eye-catching splash page. Use web stats and forms to see if visitors have landed.