Boxing Up Your Brand: How to Use Dimensional Direct Mail to Stand Apart from the Competition
- On July 27, 2021
The world may be digital, but direct mail still packs a big punch. Any type of direct mail marketing can be effective, but there’s one form that sends the others packing: dimensional mail.
Dimensional mail can be any dynamic package that has more depth than your standard, flat-rate envelopes. They can be bulky boxes, cylindrical containers, tasteful tubes, or a variety of other shapes and styles. But, to really meet the mark a strong dimensional mailer needs more than a non-standard size – it should create an interactive opening experience that excites, engages, and entices your recipients long after the postage date has passed.
Like a click-worthy subject line, bulky mail just begs to be opened. Here are some actionable tips to help you produce a first-class dimensional mailer that sends your brand to the next level.
Dimensional mailers are more expensive to make and ship than other forms of direct mail, so you’ll want to be selective in your shipping list. To get the highest return on your investment, you should send your dimensional mailer to a small list of promising prospects – those most likely to respond in the desired way. This could be members of your loyalty program, your largest high-value accounts, or the clients who attended your last conference, among others.
Keep it consistent.
A dimensional mailer may stray from the standard parcel size, but it should always stay consistent with your company brand. Be sure your print and package design includes colors, fonts, and copy that matches your brand identity – the right recipients should be able to recognize your business right away.
Pick the right product.
Including a gift in your mailer can turn your contacts into loyal customers (who doesn’t love free stuff?), but it’s not as easy as throwing any promotional product into your package. The right product should be fun and functional while also supporting your brand and business. For example, a holistic dog treat brand might send a free sample of their organic, veggie-based treats to tempt potential customers and their canines.
Find the right form.
Get creative with your dimensional mail design! Dimensional mailers can take just about any form, from boxes to cylinders to padded envelopes and more. The key is to design a dimensional mailer that matches your message and creates an exciting opening experience for your recipients. A creative partner like Print House can help you find the right form for your mailer and your message.
Include a compelling CTA.
Dimensional mailers are designed for high open rates, but that’s only half the battle. Your investment will be wasted if your prospects toss their package in the trash – which is why it’s crucial to include a clear and compelling call to action (CTA). This is where you guide recipients to a desired action: to visit your website, purchase your new product, sign up for a special offer, or any other action that benefits your business.
Don’t forget to follow up.
A dimensional mailer can intrigue potential prospects, but it’s still your job to close the deal. A short time after sending your mail, follow-up with your list by phone, email, or a personal visit. Don’t just mail it and move on!
Like a click-worthy subject line, bulky mail just begs to be opened. If you need help creating a dimensional mail that demands results, contact us today!
Print House offers printing, direct mail, promotional products, managed inventory solutions and embroidery services with engaged efficiency, excellent service and exceptional results to Malden and the greater Boston region.
781-324-4455 | https://www.printhouse.com/