Direct mail is an effective way to stand out from the digital noise and reach your key audiences. One tactic to increase your direct mail response rate is to make your mail more appealing by giving it shape, compared to a typical flat mail that people receive every day.
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 three key considerations when integrating promotional products into your direct mail campaign:
1. Keep it useful. Pick a product that is useful, making it 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 attribute of an advertising specialty.
2. Make it memorable. ASI reports that 85 percent of consumers remember the advertiser giving them a promotional product. Include your logo on the product and brief contact information, like a website or phone number.
3. Save your budget. 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, says ASI.
The message is clear: For your next targeted direct mail campaign, say “not this time” to plain envelopes, and try a box or tube. They can be customized and printed with a key message or theme.
Looking for ways to lift your direct mail marketing and drive greater interest and response? Contact American Speedy Printing – Marketing Print Mail for assistance.
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.