Imagine arriving home from work to find a package on your doorstep and an envelope in your mailbox. Which are you most excited about?
Packages generate excitement and anticipation. Packages, also called dimensional mail, can be anything from a box to a tube, or a cool gift inside of an oversized envelope. It’s got bulk, heft, and it stands out in a way that flat mail can’t.
The Numbers Behind Dimensional Mail
Statistics from the 2015 Direct Marketing Association (DMA) Response Rate Report show that dimensional mail campaigns can generate effective results. Of all the mailing options, dimensional mail had the best response rate for prospect mailing (5.3%). When dimensional mail was used to specifically target business prospects, rates jumped to 12.7%.
The ROI Argument
Dimensional mail costs more upfront but generates a larger return. Before sending dimensional mail, make a solid plan. Define early on what, where, to whom and the stage in the customer journey that you plan to send dimensional mail.
Even though postage cost increases with larger mail, dimensional pieces generate higher response rates. If you are concerned with price, check with the post office before you land on a particular box, tube, package, etc., to determine the most functional and affordable option.
Here are a few tips:
- Standard mailing options can be less expensive than custom options but just as effective.
- Dimensional mail as a first touch can be expensive, it may work better after you’ve engaged a bit with cheaper options.
- Dimensional mail can also be effective as a thank you gift or follow up.
- Gauge return vs. potential cost to ensure the campaign is worthwhile.
- Check out the Direct Mail ROI calculator to get stats for your project and see what a 35% ROI looks like.
Dimensional Mail Use
Looking for a creative way to incorporate dimensional mail into your campaign? Consider these examples:
A hybrid disk and storage developer used dimensional mail to get inquirers to take a demo. They sent a bento box shaped package to prospects. The box contained chopsticks, a photo of sushi and a mock-up $150 restaurant gift card. Customers who completed a demo received a real $150 gift card to the restaurant.
Another use case was for a medical company. The company was trying to get candidates to sign. They sent a box of healthy snacks including a company calendar and personalized postcard that highlighted the company benefits to entice potential candidates.
Everyone is excited to receive a package, regardless of what’s inside of the box. Make your mailing count with a well-defined list, thoughtful strategy and thorough follow up.
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