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Using Promotional Products to Elevate Direct Mail Campaigns


By Joe Harrison

Direct mail is an effective way to stand out from the digital noise and reach your key audience. One tactic to increase your direct mail response rate is to make your mail more appealing to open by standing out from the typical flat mail that people receive every day. engage

According to a 2017 Data & Marketing Association report, a dimensional mailer can outperform a flat mailing by up to 300 percent, and at 5.49 percent, has the highest response rate of any direct response medium. Already a strong performer, your direct mail can benefit from an added lift with the inclusion of promotional products.

Here are a few key considerations when integrating promotional products into your direct mail campaign:

Make it useful. It’s important to pick a product that is useful, because it’s more likely the recipient will hold on to it. A Global Impressions study from Advertising Specialty Institute (ASI) shows that eight out of 10 consumers rank usefulness as the most important product attribute.

Keep it memorable: ASI reports that 85 percent of consumers remember the advertiser giving them a promotional product.

Save your budget. Also from the ASI study, promo products have a lower cost-per-impression (less than a cent) than TV advertising, national magazine advertising and newspaper ads, and are comparable to radio and Internet advertising.

The message from these studies is clear: For your next targeted direct mail campaign, say “not this time” to envelopes and try a box or tube, both of which will stand out to recipients. These can be customized by color or printed with a key message or theme.

Looking for ways to elevate your direct mail marketing and drive greater interest and response? Contact us – we can help!

Joe_Harrison
Joe is passionate about helping SMBs. He’s spent the last 30+ years building the American Speedy Printing Marketing • Print • Mail brand – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.