Why Use Dimensional Mail?
Dimensional mail is mail pieces that are not flat like normal, but have dimension such as boxes or tubes. They have a much higher response rate compared to traditional mail pieces. Switching from direct mail postcards to a dimensional piece is very costly — before you consider this, you need to know your budget constraints. The good part about dimensional mail is that each one may cost more to produce, but you will get more responses with this type of mail.
Top three reasons to use dimensional mail:
This unique mail piece resonates with recipients. Not only will they open it, but in most cases, they share it with friends and family. It's also remembered much longer than other types of mail.
Dimensional mail has a higher response rate than regular mail. According to the 2010 Direct Marketing Association report, the average response is around 8.5 percent.
In many cases, the dimensional mail is useful to recipients and is kept to be used over and over, thus keeping your company top of mind each time they use it.
Since this can be costly, it pays to plan ahead. Generating cost saving where you can is the best way to increase your ROI. This is not to say go cheap on paper and packaging, but to consider all your options and pick what will work best for your campaign. Many times you can take advantage of a sale on items you want to use.
Here are some other cost saving ideas:
- List: Really take time to target your list to the right prospects and customers. Don’t spend money on people who will not want or need your product or service.
- Size: The dimension of your piece will help it stand out in the mail so there is no need to go for extra-large. The printing and assembly of a smaller package will save you money.
- Method: You can mail in batches if that is preferable, but make sure your batch sizes allow you to take advantage of standard mail postage rates. Your mail service provider can give you all the information specific to the size of your piece.
Dimensional mail is a great opportunity to showcase your product or service. There are so many options to choose from, so you can get very creative. Remember to keep it relevant to your audience and that you need to stay in line with your company brand. Just sending any old thing to stand out does not work: You need to have a symbiotic relationship between the mail piece and your company along with the product or service you are trying to sell. Keep it functional but add some fun to it. Creating something fun that people like is a great way to get them to keep it and show it off to other people to increase your campaign’s reach.
As with any new direct mail venture, take the time to really plan out your campaign. All the little details really matter. You will find that there are fewer bumps in the road when you have a fine tuned plan ready to tackle any problems that creep up. Make sure to consider how the post office handles mail so that you do not end up sending out items that arrived damaged. The strength of the carton and the way the contents are packed matter a great deal in how the materials arrive to your prospects and customers. Are you ready to try dimensional mail?
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: email@example.com, on LinkedIn, or on Twitter @sumgould.