If your mailing is fat, over-sized, or three-dimensional, it stands out. People want to pick it up and see what’s inside. Results of dimensional mailings can be spectacular. However, they also cost more to produce, assemble, and mail. Dimensional mailings work, but you want to be smart about using them.
Let’s look at some techniques for maximizing the effectiveness of dimensional mail.
- Narrow down and target the recipients carefully. Dimensional mailings are not best for undifferentiated mass mailings. They are best suited for generating sales of higher value products and services, such as long-term contracts or donor relationships, insurance or financial services, and real estate transactions.
- Don’t frighten a recipient with an unmarked package. If you want to keep the package plain, one way to handle this is to integrate a marketing message on the outside.
- Keep it relevant. The gift or incentive should be practical (a product sample) or relate directly to the marketing message in some way. Bewilderment is not the sort of attention you want.
- Research production and mailing costs carefully. Case studies can provide guidance and offer an idea of the response rates obtained by the kind of campaign you are considering.
- Ensure that it can be mailed. Consult with the USPS to ensure that you are not violating postal regulations or mailing something they (or another carrier) would deem unshippable.
- Test for integrity in the postal stream. Mail test samples to yourself or to colleagues to gauge the impact on the package itself. Does it get damaged as it is wedged into small mailboxes? Does it survive the mail stream?
- Track and measure the results. Establish a realistic benchmark for success.