By The Printing for Less Team

Dimensional mailers are a type of direct mail featuring a three-dimensional (3D) shape, such as boxes and packages of various sizes. They stand out because these mailers can carry everything from product samples and food items or tech gadgets, to high-quality branded merchandise, such as mugs, notebooks, and more. They can also be used to send personalized gifts tailored to the recipient’s preferences, such as luxury items, custom-crafted kits, or promotional products that align with a specific marketing campaign.

In addition to physical products, dimensional mailers can include interactive elements—pop-up displays, layered packaging, or digital integrations such as QR codes or NFC technology. This versatility makes them ideal for branded gift boxes, pop-up mailers, or special event invitations. Dimensional mailers create a lasting impression and help build stronger, more meaningful connections. The only limit is your imagination.

Unlike traditional flat mail, dimensional mailers are both intriguing and memorable. When done right, they extend engagement time and leave a lasting impression, making them ideal for high-value targets and special promotions. Their physical presence instantly grabs the recipient’s attention, significantly boosting the likelihood of engagement.

Types of Dimensional Mailers

While all dimensional mailers have their physical nature in common, there are many different types to choose from, depending on the intended use and/or recipient. Here are some:

• Product Sample Mailers
  These mailers include a sample of a product that allows the recipient to experience it firsthand. They are particularly effective in industries such as cosmetics, food and beverage, and textiles, where the sensory experience plays a critical role in purchasing decisions.
• Customized Gift Boxes
  Gift boxes can be tailored to the recipient, containing items that resonate personally or professionally with them. These mailers are excellent for nurturing relationships with key clients or rewarding loyal customers.
• Pop-Up Mailers
  Pop-up mailers are designed to literally “pop” a 3D element upon opening. This surprise feature adds an interactive touch, making them both memorable and engaging. Their unique design is ideal for promotional campaigns or increasing brand awareness.
• Special Event Invitations
  Dimensional mailers can be used to send out invitations to high-profile events, such as product launches, VIP gatherings, or corporate anniversaries. Their premium feel adds an extra layer of importance to the event, encouraging attendance.

Crafting Effective Dimensional Mailers

To make the most of your dimensional mailers, consider the following strategies:

• Personalization: Tailor the content of the mailer to the recipient’s preferences or needs. Whether it’s a customized message or gift, personalization adds value and relevance.
• Clear and Compelling CTA: As with traditional mail, it’s crucial to have a clear “call to action.” Whether you want the recipient to try a product, attend an event, or contact your sales team, make the next steps obvious and easy to follow.
• Value Proposition: Highlight the benefits and unique aspects of the contents inside the mailer. Explain how the product or service will solve a problem or enhance the recipient’s experience.
• Engaging Content: The excitement of receiving a dimensional mailer should continue as the recipient explores its contents. Make sure the materials inside are high-quality, relevant, and aligned with your overall brand messaging.

Design Tips
The design of your dimensional mailer is a critical factor in its success. Here are some interesting ideas for try:

• Unboxing Experience: Make the unboxing process exciting. Use elements such as layered packaging, hidden compartments, or unexpected textures to create a memorable experience.
• High-Quality Materials: Use premium materials that reflect the value of the contents inside. High-quality materials convey professionalism and can help build trust with the recipient.
• Consistent Branding: Ensure that your dimensional mailer aligns with your brand’s visual identity. From the colors to the fonts, everything should be consistent with your overall brand’s look and feel and messaging.
• Sustainability: Consider using eco-friendly materials in your dimensional mailers. Not only does this align with current consumer preferences, but it also reflects positively on your brand’s commitment to eco-friendliness.

Pairing Dimensional Mailer with Digital Strategies
Integrating dimensional mailers into your digital marketing strategy can enhance the impact. Here are some ideas:

• Multi-Channel Campaigns: Coordinate dimensional mailers with your digital marketing efforts, such as social media campaigns or email marketing. This multi-channel approach can reinforce your message and increase overall engagement.
• Personalized URLs (PURLs): Include PURLs in your mailers that direct recipients to a personalized landing page. This not only enhances the user experience but also allows you to track responses and gather valuable data.
• Follow-Up Campaigns: After sending out your dimensional mailer, follow up with recipients through digital channels. A well-timed email or social media message can help to maintain the momentum and encourage further engagement.

The Power of a New Dimension

Dimensional mailers are a powerful and versatile tool in direct mail marketing. When used effectively, they can create memorable experiences, drive engagement, and strengthen relationships with your target audience. By understanding the different types of dimensional mailers, crafting compelling content, and integrating them into your digital marketing strategies, you can create impactful campaigns that resonate with your audience and achieve your marketing objectives.

Tips for Success

• Make the unboxing experience exciting and memorable.
• Ensure the content inside is valuable and relevant.
• Follow up with recipients to enhance engagement.

By the Printing for Less Team

Anyone who’s been in marketing for more than an hour knows that the holidays don’t start at Thanksgiving, they start in August—like, right about now. It’s imperative for companies to get the jump early to make the most of the short holiday season. The few months between Halloween and the New Year are the prime time for businesses to connect with customers, engage them, and boost sales.  

But marketing with direct mail for the holidays takes a bit more imagination and innovation than normal. If you want to surprise and delight customers and prospects with a thoughtful card or slick catalog, you have to stand out.

Our gift to you, then, are these tips to help you create unforgettable seasonal direct mail campaigns. Whether you’re a marketing manager, small business owner, or retail marketing specialist, these insights will help you make your holiday direct mail experience a happy and successful one. (Here are examples of iconic holiday campaigns throughout the years that might provide some inspiration.)

Popular Types of Holiday Direct Mail

During the festive winter season, people tend to be more receptive to physical mail, making it an ideal time to send out greetings, promotions, and special offers. Direct mail can drive traffic to your physical or online store, enhance brand loyalty, and generate significant ROI when executed effectively. Holiday direct mail campaigns can cut through some the holiday frenzy and provide the personal touch that resonates with recipients.

Holiday Catalogs

Holiday catalogs are a staple of direct mail campaigns. They showcase your product range, inspire gift ideas, and often include special discounts and promotions. A well-designed catalog will often find a place on a table or counter in the recipient’s home throughout the holiday season, providing repeated exposure to your brand.

Personalized Greeting Cards

Sending personalized holiday greeting cards can create a warm and engaging connection with your customers. Handwritten notes or signatures add an extra layer of personalization that can enhance customer loyalty and brand sentiment.

Gift Guides

Gift guides help customers find the perfect present for their holiday list. Categorize your products based on demographics and recipient type or price range to make it easier for customers to shop. Include a mix of your bestsellers and new items to attract a broad audience.

Postcards

Postcards are cost-effective and versatile. Use them to announce holiday sales, send discount codes, or simply wish your customers a happy holiday season. Their simplicity makes them easy to design and quick and economical to produce.

Special Offers, Coupons, and Letter

Including exclusive holiday offers or coupons in your direct mail—especailly in a personalized holiday-themed letter—can drive immediate action. Limited-time discounts or special bundles can create a sense of urgency, encouraging recipients to make a purchase.

Creative Tips for Holiday Mailers

If there is any time of year to be especially clever, innovative, and just plain “artsy,” the holidays are it. Here are a few ways to help make you seasonal mailers and campaigns sparkle and bring joy.

Make it Interactive

Interactive elements such as pop-up designs, pull-tabs, or scratch-offs can make your mailers even more engaging. These features encourage recipients to interact with your mail piece, increasing the likelihood that they will remember your brand and offer. ‍

Personalization is Key

Personalization goes beyond just addressing the recipient by name—that’s table stakes. Use your marketing data to tailor the message to each customer’s preferences and past purchases. Personalized mailers show that you value your customers as individuals, not just as sales targets.

Festive Design

Ensure that your mailers capture the holiday spirit with festive colors, images, and themes. High-quality design and printing can make your mail stand out and convey the premium nature of your brand.

Include a Call-to-Action (CTA)

Every piece of direct mail during the holidays—and any time of year, for that matter—should have a clear CTA. Whether it’s visiting your store, using a discount code, or signing up for a newsletter, make sure your recipients know what action to take next.

Sustainable Practices

The holidays are no time of year to forget the noble tree, so seriously consider using eco-friendly materials and highlighting your commitment to sustainability. Many consumers appreciate businesses that are mindful of their environmental impact, and this can enhance your brand’s image. It’s also good for the planet.

Integrating Digital Strategies with Holiday Mail

Combining direct mail with digital strategies can amplify your campaign’s impact. Include QR codes or personalized URLs (PURLs) in your mailers to direct recipients to your website or a specific landing page. Use social media and email marketing to remind customers of the offers in your direct mail, creating a cohesive omnichannel campaign. Here are just a few examples of brands that made this physical-digital concept work.

Coca-Cola’s Personalized Bottles

Coca-Cola’s campaign included sending personalized bottles to customers with their names on them. This not only created a memorable experience but also encouraged recipients to share their bottles on social media, extending the campaign’s reach.

IKEA’s Interactive Catalogs

IKEA’s holiday catalogs featured interactive elements such as pop-up pages and pull-tabs, making the catalog an engaging experience. This creative approach not only showcased their products but also inspired customers with holiday decorating and gift ideas.

Macy’s Believe Campaign

Macy’s “Believe” campaign encouraged children to write letters to Santa, integrating direct mail by sending special stationery and envelopes. The campaign’s heartwarming message and the promise of donating to charity for each letter received made it memorable and impactful.

Best Practices for Holiday Direct Mail

While creating and running a holiday direct mail campaign in not all the different from what you do all year, there are some tactics to try that will make it as successful as possible.

Start Early

Begin planning your holiday direct mail campaigns well in advance—last-minute marketing is no better than last-minute shopping does. This ensures you have enough time to design, print, and mail, and avoids the holiday rush.

Test and Refine

Use some of that time to conduct A/B testing on different elements of your mailers, such as design, messaging, and offers. Use the insights gained to refine your campaigns for better results.

Track Your Results

Use tracking methods such as unique coupon codes, QR codes, or PURLs to measure the effectiveness of your campaign. Analyzing these results helps you understand what worked and what didn’t, guiding future campaigns.

Follow Up

Don’t let your holiday direct mail be a one-off extravaganza Follow up with recipients through email or social media after the New Year to reinforce your message and maintain engagement.  

By implementing at least some of these strategies, you can create holiday direct mail campaigns that not only capture the spirit of the season but also drive meaningful engagement and sales. Embrace the physical and personal nature of direct mail to make this holiday season your most successful yet.

By the Printing for Less Team

Aside from Super Bowl Sunday, the holidays are the main season in which companies—predominantly retailers—show off. It’s a time to create a campaign that is, if not always iconic, at least truly memorable. As one would expect, this level of holiday campaigns comes from some the most well-known and successful brands in the world.

So, while we all don’t have the resources and budget, perhaps, to reach these levels, there is no shortage of creativity and innovation in many businesses today—such as yours—to do some great marketing work for the holidays. Here, then, are 10 the most successful and memorable winter holiday campaigns from the last decade that might serve as an inspiration.

1. Amazon – Holiday Toy Catalog

Amazon’s holiday toy catalog, introduced in recent years, is a nostalgic throwback to traditional toy catalogs. It includes wish lists, stickers, and interactive elements, creating a fun and engaging experience for both children and parents, while driving holiday sales.

‍2. IKEA – Holiday Catalog

IKEA’s holiday catalogs are renowned for their creativity and engagement. They often include interactive elements—such as pop-up pages and pull-tabs—making the catalog an enjoyable experience as well as a promotional tool. This approach not only showcased their products but also inspired customers with holiday decorating and gift ideas.  

3. Coca-Cola – Personalized Christmas Bottles

Coca-Cola’s “Share a Coke” campaign extended into the holiday season with personalized Christmas bottles. Direct mail recipients received bottles with their names on them, along with festive packaging. This personalized touch created a memorable experience and strengthened brand loyalty.

4. Macy’s – ‘Believe’ Campaign

Macy’s annual “Believe” campaign, which encourages children to write letters to Santa, integrates direct mail by sending out special stationery and envelopes. The campaign’s heartwarming message and the promise of donating to charity for each letter received made it memorable and impactful.

5. Apple – Holiday Gift Guide

Apple’s holiday gift guides, sent via direct mail, are known for their sleek design and carefully curated product selections. These guides not only highlight the latest gadgets but also include suggestions for different recipient types, making it easier for customers to find the perfect gifts.

6. Harry & David – Gourmet Food Catalogs

Harry & David’s holiday catalogs showcase their gourmet food offerings in a visually appealing way. These catalogs often feature beautiful photography, recipes and gift ideas, enticing recipients to order something for those on their holiday list.

7. WestJet – Christmas Miracle

WestJet’s “Christmas Miracle” campaign involved direct mail in the form of boarding passes and letters sent to customers, inviting them to participate in a special holiday flight. The surprise gifts and personalized touches during the flight created an unforgettable experience that was widely shared on social media.

8. Burberry – Festive Direct Mail

Burberry’s holiday direct mail campaigns often include luxurious elements such as high-quality paper, elegant design, and personalized messages. These mailings highlight their holiday collections and special offers, reinforcing their brand’s premium image.

9. Hallmark – Holiday Card Campaign

Hallmark’s holiday card campaigns encourage customers to send personal greetings. They often include sample cards and special offers on personalized cards, reminding recipients of the importance of sending authentic messages during the holiday season.  

10. Sephora – Beauty Insider Holiday Mailer

Sephora’s Beauty Insider program sends out holiday mailers with exclusive discounts, product samples, and beauty tips. These personalized mailers make customers feel valued and excited about trying new products during the holiday season.

These campaigns succeeded by combining creativity, personalization, and a strong connection to the spirit of the season, making them memorable and effective in reaching their audiences and getting them to engage.

By Amber Sikkink
Director of Merchandising and Creative Services, Printing for Less

This autumn, we are celebrating products that embody affordability as well as the spirit of the season. Our collection—found here in the Printing for Less’s “2024 Fall Lookbook”— designed to enhance your brand and drive customer engagement. Let’s kick off this frugal fall—”sweater weather”—with five tips to help you maximize your marketing budget!

#1 – Prioritize Quality Over Quantity

While it might be tempting to opt for cheaper promotional items that can be more widely distributed, it’s often more effective to choose higher quality products. This ensures that your brand makes a lasting impression, as recipients are more likely to keep and appreciate items that are clearly of value.

Product Recommendation
Wireless Indoor/Outdoor Weather Station

Help your customers stay on top of weather events this fall with the Wireless Indoor/Outdoor Weather Station. This station reads temperature in both Fahrenheit and Celsius, with memory for both. It monitors indoor and outdoor humidity, includes humidity memory, and shows trends.

#2 – Clearly Define Your Target Audience

Sure, it’s enticing to want to target every professional in your sphere, but let’s be realistic—that’s not possible. Narrow it down to a specific persona. Clearly identifying and understanding your target audience allows you to tailor your marketing efforts more effectively. By focusing on the specific needs and preferences of your ideal customers, you can create more personalized and impactful campaigns. Make sure the items you send are something that will stand out to that individual, ensuring that your budget is spent reaching those most likely to convert.

Product Recommendation
Fold-Up Picnic Blanket

The Fold-Up Picnic Blanket boasts a water-resistant backing, making it ideal for fall outings, football games, stadium events, and as a cover-up in cold, wet weather. It features a loop closure and carry handle, folding conveniently into a compact size.  ‍

#3 – Leverage Data and Analytics

Use data and analytics to better understand your target audience and refine your marketing strategies. By focusing on what works and eliminating what doesn’t, you can optimize your budget and ensure that every dollar spent is directed towards the most effective channels and audience.

Product Recommendation
Renew rPET 3-Piece Packing Cube Set

Once you identify a persona, select products that will resonate with them. For example, if you’re targeting C-suite executives, send something highly useful and slightly upscale that’s also within your budget. The Renew rPET 3 Piece Packing Cube Set is a great choice for busy execs who are likely to travel frequently.

#4 – Harness the Power of Personalization

Personalization goes beyond just using the recipient’s first name. Leverage the power of variable data to tailor your marketing materials specifically to each individual based on the data you have. This could include their job title, company name, past purchase history, or specific interests. The more personalized and relevant the content, the more likely it is to resonate with the recipient, making your campaign more effective and memorable.  

Product Recommendation
Brochure with Coffee

Steeped to perfection, this unique offset trifold includes a Montana Coffee Traders Instant Coffee Packet and provides ample room for your personalized message. This mailer is pre-engineered by Printing for Less and complies with USPS flat-rate mail requirements.

#5 – Track and Analyze Results

Don’t forget to track the results of your outreach. It’s critical to understand what’s working and resonating with your target audience(s). By tracking your campaign’s performance, you can determine which CTAs drive the most engagement, which products gained the most traction, and how all these elements influenced your sales pipeline. This data-driven approach will help you refine future campaigns for even greater effectiveness.

Higher Quality, Greater Impact

When selecting promotional items, it’s essential to consider their perceived value to the recipient. Items that are useful, durable, and aesthetically pleasing are more likely to be appreciated and used regularly, keeping your brand top of mind. Investing in fewer high-quality items can have a greater impact than distributing a large number of cheap, low-quality items. Remember, the goal is to create a positive association with your brand, and choosing items with high perceived value is key to achieving this.  

Ready to dive into more budget-friendly fall finds?  Check our “2024 Fall Lookbook” now to see how you can use your budget wisely this season!