Dimensional Mail Gives a Lift to Direct Mail Response Rates
by Jessica Eng on February 16th, 2017
Bigfoot. The Loch Ness Monster. Advertising clutter. Which one of these doesn’t belong?
It’s no urban legend that we are bombarded with advertising and marketing messages across a growing range of channels, causing any one of us to shut down and tune out. Cutting through the clutter remains one of the primary obstacles for marketers in businesses of all sizes. The challenge is even more profound for small and mid-sized businesses whose marketing budgets have little room for error.
A tried-and-true strategy like direct mail has distinct advantages over digital promotions, especially in a B2B environment when the sales cycle is typically longer, the decision-makers harder to reach and the average sale higher. According to a break-through study by Millward Brown, printed pieces drive more brain activity than virtual messages, perhaps leading to a stronger connection and increased memorability.
One tactic to drive better direct mail response rates is simply making your mail more appealing to open.
Enter “lumpy” or dimensional mail.
The higher cost-per-piece of a lumpy mailer that might include a promotional item, is unusually shaped itself, or is sent in a box delivers a positive ROI when mailed to a highly-targeted list of high-probability prospects.
For example, a commercial landscaping company might send a small box containing a patch of bright green artificial turf to a list of area property managers, promoting lawncare services. This type of attention-getting mailer is far less likely to be overlooked than a flat letter package or simple postcard. Data & Marketing Association (DMA) research has shown dimensional mail can outperform flat mailings by 200 to 300 percent.