This is a type of direct mail that is any shape other than flat like a post card or sales letter and is one of the most effective ways to reach elusive prospects with your sales message. A dimensional mailer is simply one that has more than two dimensions. Unlike a letter, postcard or self-mailer, it has three dimensions. Dimensional mailers are usually some type of a box or sturdy envelope and may have a three-dimensional piece inside as well. These kinds of packages are also known as “lumpy mail.”
Dimensional mail WILL cost more than sending an envelope or postcard, but you’ll likely make it up in ROI in a significant way. That’s because these mailers average the highest overall response rate — 5.72% among current customers and 3.59% among prospects — of any direct response medium, according to the Direct Marketing Association’s 2010 Response Rate Report®. Additional research exists confirming these high ROI rates. A research study from Baylor University showed that dimensional mail had 20 times the penetrating power and boosted demand generation by as much as 75% over flat direct mail. A dimensional mail campaign requires a larger investment per prospect both in terms of time and cost, so it’s important to choose your list carefully. We like to refer to them as the “A-List”. These are the people you know you want to talk to.
Quality Dimensional Mailers Should Have The Following:
Call To Action – What do you want your prospect to do? Make them an offer and give them an incentive to interact with you. Don’t try to be too cute or tricky- it’s pretty obvious that a remote control race car sent to a CEO without the remote is merely a trick to exchange 30 mins of time with him for the remote. The remote control car does not bring him value, you are the value. So leave your magicians cape and hat at home and put together a deliverable that has meat to it- something he/she can really sink their teeth into and see that you are more than a salesperson, but instead a resource for intelligence, information and solutions. Respect their time and intelligence more than thinking you can trick them with a meaningful offer of a cheap giveaway.
The Four “C’s” – Be absolutely sure that everything from the design to the messaging and the offer are Creative, Coordinated, Compelling, and Consistent. Make it worth talking about. If it won’t generate conversation on their end, something is missing.
The 360-Degree Experience – Like any direct mail piece, don’t leave it to bear the entire burden of success or failure. Make it part of an entire campaign that incorporates some type of online component, such as a microsite, that matches the campaign. Bring it full-circle with a planned follow-up routine. Know what the goals are and build the follow-up plan around making those goals happen.
Function and Form – Golf balls, mouse pads and coffee cups are nice leave-behinds, but they don’t cut it for a direct mail dimensional campaign. If there is some kind of a gift that is included, be sure it is functional (useful) and has good form (taste). The old adage of “give them something with your name on it that they will display and be reminded daily of who you are” is a little passe`. We’re probably not going to put a magnetic pen stand on the corner of our desk that has the name of a wealth management company on it. Instead, give them a beautiful pen with their name on it, in a gift box that is branded to your company.
Become a Resource Before You Sell – Talk about the industry in which they work, and how you serve or interact in that industry. Demonstrate your knowledge. The point is to intrigue them enough that you are able to engage them with your call-to-action, the next step.
Delivery – UPS or FedEx two-day delivery brings a different level of urgency to the package.
Tracking Response Mechanisms – You know you need them, so build them in. Whether it is hits on your website, a microsite that you track the visits and click-throughs or a QR code that is scanned, you MUST be able to track the responses.