Tubes, boxes, lumpy envelopes and odd-shaped mailers are the kinds of packages that pique curiosity and beg to be opened. Would your inner child let you throw away such a mailer without peeking inside? Probably not. Your targets will be just as intrigued.
Studies have found mail that isn’t flat — called dimensional or lumpy mail — produces higher response rates than other direct mail formats.
Dimensional mail also can strengthen your company’s brand awareness. Send a cool and relevant gizmo and your targets won’t quickly forget who sent the exciting package.
Such powerful pieces generally cost more than letters or postcards, but they’ll likely get you more ROI, too. And they may be the exact solution you need to connect with your most valuable, but hard-to-reach, targets.
Create dimensional mailers while saving postage
There are several ways to minimize your overall investment in dimensional mail, such as using cheaper materials that, with a few design tricks, still maintain your piece’s overall quality. For instance, if you use a lower quality paper, consider having full ink coverage so you’re not showing it.
Likewise, here are three ways you can create dimension while saving a few bucks on postage:
- Create a small mailer. You don’t need to create a big piece just to make it stand out. It’s dimensional, so it’s already going to catch the eye.
- Use a flat-folding format. 3-D mailers don’t have to arrive in three dimensions. You can design one that mails flat but “pops up” when the recipient opens the package. This strategy will reduce that valuable lumpiness factor, so consider using a small inset picture to show what’s inside and how the piece looks when it’s dimensional.
- Plan ahead. Build extra time into your schedule. While First-Class Mail® can get your piece to recipients in a day or two, if you plan ahead and don’t mind sending it out via Standard Mail,® you can save on postage costs.
Overall, remember not to get so carried away in design possibilities that you lose focus on the mailer’s desired results. You want the dimensional piece to work for you, and the only way you’re going to do that is if the piece is on message.Direct Marketing 101, Small Business