GREEN BAY, WI, June 5, 2025 – At the upcoming Amplify trade show, scheduled for June 10–12 in Rosemont, IL, BW Converting will showcase advancements in envelope finishing, mail inserting, and LED-UV print enhancement. The company will focus on how physical mail continues to play a measurable role in marketing, particularly through sensory engagement such as touch and scent. Their demonstrations will highlight how these tactile features can influence subconscious decision-making, supported by behavioral study. Amplify is recognized as a key industry event for professionals involved in print finishing and embellishment technologies. BW Converting will highlight material and process innovations that enhance direct mail performance in a digital-first landscape.
“Direct mail is evolving. It’s no longer just a channel – it’s a performance driver, especially when used alongside other marketing channels,” said Andrew Schipke, vice president of marketing and strategic sales, at BW Converting. “With advancements in automation, data-driven personalization and the science of touch and smell, direct mail today delivers a level of engagement that digital can’t replicate.”
Supporting the sensory engagement strategies, the USPS Tactile, Sensory, & Interactive Promotion encourages marketers to incorporate interactive and multisensory elements into mail pieces to boost customer engagement, while qualifying for a 4% postage discount. The TSI promotion includes the use of specialty papers, embossing, TED-C shape die cuts, special inks and coatings or scented varnishes.
As digital engagement declines and concerns around online advertising grow, direct mail is gaining renewed attention as a viable marketing tool. Industry data indicates that direct mail achieves notable response rates, particularly when it incorporates tactile elements, personalization, and timing. Research shows that under these conditions, direct mail can outperform other channels, with conversion rates up to 10% higher.
At BW Converting’s booth, visitors will explore developments in envelope and print finishing, along with mail inserting technologies, designed to address requirements in direct mail production. The exhibit will feature W+D and Baldwin technologies, presented through print samples like embellished envelopes, variable-data self-mailers, and secured data postcards known as ENVacards, emphasizing the role of tactile features in print.
BW Converting experts will be available to discuss envelope converting, high-speed inserting and LED-UV print enhancement technologies, along with strategies for maximizing ROI through sensory-driven direct mail campaigns.
Source: BW Converting
About BW CONVERTING
BW Converting Solutions, a division of the $3.6 billion Barry-Wehmiller Corporation, specializes in designing and manufacturing precision machinery for tissue, hygiene, print, packaging, mailing, and textiles. Formed as an alliance, it unites brands including Paper Converting Machine Company (PCMC), Winkler+Dünnebier (W+D), Baldwin Technology Co., Hudson-Sharp, STAX Technologies, and Northern Engraving and Machine. These brands offer advanced converting and packaging machinery tailored to industrial applications. With a global presence, BW Converting Solutions operates production facilities in WI, Italy, Serbia, Germany, and England. BW Converting Solutions employs over 1,580 team members worldwide.
About BARRY-WEHMILLER
Barry-Wehmiller is a leader in manufacturing, engineering, and automation solutions, serving industries such as packaging, paper converting, automation, and industrial equipment. Established in 1885, the company has been in business for over 135 years and has grown into a multi-billion-dollar enterprise. Through its divisions, including BW Packaging, BW Converting Solutions, and BW Design Group, Barry-Wehmiller provides machinery and services for food and beverage, pharmaceuticals, personal care, tissue and hygiene, and industrial goods sectors. With an emphasis on people-centric leadership, the company employs over 12,000 team members worldwide. Barry-Wehmiller generates approximately $3.6 billion in annual revenue and has expanded its global presence through acquisitions and organic growth. Headquartered in St. Louis, MO, the company continues to drive innovation while fostering a culture of leadership and sustainability in the industries it serves.
About Amplify
Amplify is an annual print finishing, packaging, and design event organized by the Association for PRINT Technologies (APTech) and the Foil & Specialty Effects Association (FSEA). First launched in 2022, Amplify serves as a dedicated platform for connecting printers, designers, brand owners, and finishing equipment manufacturers. The event highlights technologies and trends in embellishments, tactile effects, specialty coatings, and folding carton production, offering hands-on demonstrations, educational sessions, and networking opportunities. Industries served include commercial print, packaging, labeling, and brand design, with a particular focus on value-added print and high-impact consumer packaging. The show is hosted in Minneapolis, MN, where APTech is also headquartered. Although Amplify is not a company and does not report revenue in the traditional sense, it functions as a key industry event that supports business development and innovation across the print and packaging sectors. The next edition of Amplify is scheduled for 2025, continuing its mission to spotlight advancements in print finishing and design.