I recently gave a presentation at the BST Forum in Carmel, IN. It’s a good group of entrepreneurs interested in strategy, technology, and innovative ways to build their business. One of the topics I discussed was 3D mailings. The outline below will give you some guidelines and things to think about if you are considering a 3D mailing.
3D mailings
Any promotional piece in a tube, box, or package. When properly planned and executed with follow-up it will return a higher response rate than standard direct mail pieces.
Benefits
- Higher response rate
- It will get noticed
- Easier to get past the gatekeeper
- Most effective in B to B markets
Disadvantages
- Higher cost per unit to produce
- Packaging could be damaged during transit
- Odd shapes can be more costly to ship
Things to consider to make your 3D mailing a success
- Have a campaign mindset and a theme to make sure all the pieces go together
- Make the packaging eye catching if you are using envelopes
- Promotional products will give your packaging dimension just make sure the product is relevant to the theme
- Be clear on what you’re trying to accomplish. Is the mailing intended to make a sale, setup a meeting, or keep in touch?
- Make it personal and easy for your client/prospect to relate
- Make sure there is a specific call of action to get results
- Offer multiple ways for people to connect. QR codes, website, email, or phone call
- Your list should be targeted since a 3D mailing is more per piece than a standard postcard direct mail piece
- Have a follow-up strategy
Response Rates
Entrepreneur.com research says that dimensional mail has an average response rate of 5.49 percent compared to 1 percent or less for standard direct mail pieces.
Y-not Promotions and Marketing
Has been creating cool ideas and promotional product for 3D mailing since 2000. If you are looking for an innovative business partner that will push limits and get results give us a call at 978.927.4553 or send us an email at info@y-notpromotions.com. We love working with startups or companies willing to take a chance to deliver big results that will get their brand or product recognized.
