Set Direct Marketing Goals for Direct Mail Products

In order for your direct marketing campaign to be a success you need to set certain targets for your mailer. Your efforts will be totally wasted if your B2B customer barely glances at the mailing piece before dispatching it to the waste bin. An incredible amount of money, time, materials and resources are wasted each year on mailers that are simply too boring to warrant a second glance. In order for your efforts to stand a chance of producing the desired results your mailer must achieve certain objectives.

In the first instance a mailer must capture the attention of the reader. Once that has been achieved the interest level must be maintained. In other words, the mailer must hold on to the reader’s attention long enough for your reader to get the point. In order for the mailer to have a lasting effect it should be something that sticks in your customer’s memory. Do you imagine that an A5 flyer will achieve these goals? Nor do I.

The success of dimensional mail is well documented on the internet and with just cause. Reported response rates are very high by comparison to a plain mailer delivered in a standard white envelope, so why is that? First of all, your B2B customer will get a stack of mail each morning that is awash with plain white or brown envelopes so there’s nothing there that is going to stand out as being something different or something interesting. A dimensional mailer stands out because its size and shape makes it look like a gift. This creates a level of anticipation and curiosity which instantly puts a “chunky” mailer above an ordinary envelope. Our own mailing packs also carry custom print which allows you to create an instant visual impact to add to the initial attention-grabbing qualities.

Whilst the term  “dimensional mailers” covers all kinds of 3-dimensional products, not every product backs up the initial feeling of anticipation. A pen or a coaster, for example, could be met with an indifferent reaction. It is important not to disappoint at this stage in order to keep hold of your customer’s interest and a great way to do this is to use a mailer with innovative qualities and a high degree of customer interaction. An automatic pop-up product with an eye-catching shape such as a castle, a pyramid or a cube will tick that particular box and will also bring the qualities of fun and surprise. The fact that these, too, carry custom-printing makes them a very attractive option indeed. 

As for being easy to remember, well products such as these are known to be retained for a long time, largely for their curiosity value and for the innovative design. However, longevity can be built in to this type of product by converting it into a desk-top pen holder. This is easily achieved by adding holes to one surface.

So there you have it. Pop-up mailers grab attention, hold attention and are remembered for a long time – and to top it all; they don’t cost a fortune. In almost every instance, automatic pop-ups cost less than you might expect to pay for a very plain birthday card!

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