Choose your DM Product Carefully – Think about Direct Mail Response
Almost invariably, the reason for using a direct mail product is to generate response and one way to guarantee this is to use a DM product that has built-in customer interaction. Every product in our range has a level of customer interaction but not every product is ideal for direct mail.
Achieve Great Direct Mail Response with Interactive DM Products
Ordinarily we would recommend dimensional mailers but a dynamic pop-up product is not always appropriate. In some instances, flat is good in a direct mail product because it can be incorporated better into the rest of your DM campaign. However, to achieve a high level of direct mail response we believe that a high level of customer interaction is desirable in your direct mail product – even if it is flat! There is no better flat DM product on the market than the Interloop Mailer®. It is eye-catching, fun, mesmerising and is virtually impossible to put down. The level of customer interaction is extremely high and your customer will pass it around the office, creating a ripple of buzz marketing in the process. The Interloop Mailer is a truly excellent direct mail product and helps to bring a high rate of DM response when coupled with the right call-to-action.
Direct Mail Products with Changing Pictures
One advertising theme that has proven to be one of the most successful for over 100 years is the “before and after” scenario. It works well in all kinds of advertising, including direct mail. No DM product portrays this type of ad better than our Dissolving Picture products. The dissolvers show a picture in a window on the front cover. Your customer is invited to pull a tab and the picture dissolves to reveal a new picture.
It is quite fascinating and makes a marvellous direct mail product. The dissolvers can easily be made with a tear-off call-to-action which increases your chances of generating high direct mail response.
Pop-up Action adds Focus to Your Direct Mail Product and Increases DM Response
Certain DM campaigns call for a gentle level of sophistication where an eye-catching gimmick is desirable in a direct mail product – but not one that goes over the top. The family of Starburst DM products are perfect in this sense. The clever fold-out display opens with a flourish that will impress your customers but the effect is pleasing rather than dynamic or shocking. The cover can incorporate a tear-off call-to-action which will improve direct mail response rates. Pop up Cards can be designed to achieve similar results and we know of many instances where successful campaigns have incorporated these popular direct mail products. Again, we can incorporate an extra tear-off page to act as a call-to-action to enhance direct mail response rates.
Self-Assembly and Pull Tabs Create Interaction for Direct Mail Display Products
Counter-top display products are not ordinarily thought of as direct mail products but why not? A self-assembly Table Talker has all the interactive qualities required to make sure that it gets noticed. It is supplied flat and so is easily incorporated into a DM campaign. When assembled it creates a counter-top or desk-top display that cannot be missed. On top of all that, it is inexpensive making it a perfect candidate for inclusion in future DM projects.
Our Prism Card is another table talker or tent card but an interactive sliding action causes the prism to pop-up automatically. Both make unusual but attractive direct mail products that will help to create DM response when coupled with the right components.
Long-life Desk-Top Utility will extend the Promotional Life of your Direct Mail Product
A direct mail product is often thought of as being something that has a promotional life that lasts only as long as the DM campaign. Yet in so many instances our products can extend that promotional life. Many of our pop-up products for direct mail can be presented as pen holders, money boxes and calendars but as we said earlier, not every DM campaign calls for a high-action instant impact. For those who need to present a slightly understated impact whilst still achieving a long desk-top promotional life there is no better direct mail product than our push-up Pen Holder. The assembly still calls for customer interaction but it is a simple and very satisfying operation that transforms the flat mailer into a sturdy 3D pen holder.
Present your information in an interactive way to create Direct Mail Success
There are lots of boring ways to present what might be seen as boring information and all are guaranteed to translate into boring direct mail bringing little or no direct mail response. The key to DM success is to present your information in a simple format that is at the same time both innovative and interactive. That’s what makes Wheel Charts into such popular direct mail products. Information is presented in bite-sized chunks making it easily digested. The simple interaction of turning a wheel involves your customers in the learning process and makes them want to know more. We handle millions of information wheels each year and almost all are used as direct mail products.
