BW Converting Showcases the Power of Tactile Direct Mail at Amplify 2025
Advancing haptic engagement and print finishing technologies that help marketers boost ROI
GREEN BAY, Wis. — At this year’s Amplify trade show, BW Converting showcased how physical mail continues to drive high-performance results in the digital age — thanks to the sensory strength of touch and smell and the well-established science showing that our brains make thousands of subconscious decisions within two to three seconds of interacting with a physical mail piece. Held in Rosemont, Illinois, June 10–12, Amplify was the leading event for print finishing and embellishments. BW Converting demonstrated how innovations in envelope finishing, mail inserting and LED-UV print enhancement helped marketers create tactile experiences that stood out and drove results.
BW Converting emphasized that direct mail has evolved into a powerful performance driver, especially when integrated with other marketing channels. With advancements in automation, data-driven personalization and the science of touch and smell, direct mail delivered a level of engagement that digital channels could not replicate.
Further supporting these sensory engagement strategies, the USPS Tactile, Sensory, & Interactive Promotion encouraged marketers to incorporate interactive and multisensory elements into mail pieces to boost customer engagement, while qualifying for a 4% postage discount. The TSI promotion included the use of specialty papers, embossing, TED-C shape die cuts, special inks and coatings or scented varnishes.
In the face of rising digital fatigue and increasing scrutiny of online advertising, brands rediscovered the impact of direct mail. According to recent industry reports, direct mail commanded high response rates, especially when enhanced with tactile finishes, personalized content and strategic timing. Research showed that direct mail delivered conversion rates up to 10% higher than any other marketing channel.
Visitors to BW Converting’s booth #4924 explored how envelope and print finishing, as well as mail inserting technologies, have evolved to meet the demands of modern direct mail. BW Converting’s W+D and Baldwin brand technologies were featured through print samples that highlighted the power of touch, including embellished envelopes, variable-data self-mailers and secured data postcards known as ENVacards. BW Converting experts were available to discuss envelope converting, high-speed inserting and LED-UV print enhancement technologies, along with strategies for maximizing ROI through targeted, sensory-driven direct mail campaigns.
Under the banner of our industry-leading Winkler+Dünnebier (W+D) brand, BW Converting engineers and manufacturers machinery for the envelope and direct mail converting, printing and inserting, as well as e-commerce mailing bag markets. We also manufacture machinery for converting and precise processing of thin and inhomogeneous materials at high production speeds, such as folded tissue handkerchiefs, facial tissues, baby diapers and pants, feminine hygiene, light incontinence products, adult diapers and pants and underpads.
Auszubildende (Germany only)
Under the banner of our industry-leading Baldwin Technology brand, BW Converting manufactures industrial enhancement technology and consumables for the printing, packaging, textile, film extrusion, EV battery and corrugated industries.
BW Converting designs and manufactures precision machinery for Tissue, Hygiene, Print, Packaging, Mailing, Textiles and other high-performance Industrial applications. We unify our product brands Paper Converting Machine Company (PCMC), Winkler+Dünnebier (W+D), Baldwin Technology Co., Hudson-Sharp, STAX Technologies, and Northern Engraving and Machine under one global organization.