How the big impact of a dimensional mailer can drive response rates and deliver lasting results.
In the digital age, direct mail is often considered an advertising avenue of the past. With response rates averaging from 2-4%, combined with expensive printing and postage costs, many marketers have moved on to more “cost-effective” mediums.
However, dimensional mailers still deliver high ROI. Research at Baylor University shows that dimensional mail outperforms flat mail by huge numbers. It has 20 times the penetrating power of flat direct mail, boosts response rates by as much as 75% and scores 80% or better in generating positive opinions among recipients.
With those kinds of results, perhaps you should think inside the box for your next marketing campaign.
One thing that separates dimensional mailers from flat mailers (and even many digital mediums) is their must-open appeal. Dimensional mailers tap into our natural curiosity and beg to be opened. Face it, when someone sends you a box, you’re going to open it.
Dimensional mailers are particularly effective at cutting through the clutter and getting the attention of hard-to-reach targets. For example, in addition to being extremely busy, CEOs of large companies have a range of gatekeepers (mail rooms, secretaries etc.) that filter their mail and may prevent your letter from even reaching the right destination. However, if you send a CEO a box, a secretary is far less likely to throw it away.
The Right Choice for the Right Database
Dimensional mailers are expensive. The postage and production costs alone are much higher than that of other direct mediums – which is why dimensional mailers are best suited for a very targeted database. If you have a contact that you know would be interested in and benefit from your offer, there are few tactics that are more effective than a dimensional mailer.
Over the last 38 years, Timmons&Company has orchestrated many dimensional mailer campaigns for a range of different clients in different industries – all of which were a success (one even delivered a 78% response rate). Contact us to see some samples or find out more.
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