Does your association want to take your direct mail to the next level? You can start by taking it to the next dimension. Dimensional mail, or 3D direct mail, consists of pieces of mail that are not flat, but rather have some dimension to them, such as boxes or tubes. This type of mail can have a much higher response rate compared to traditional direct mail pieces. In fact, according to the Direct Marketing Association, 3D mailings have a 250% better response rate than standard mailings.
Associations that want to get a better response rate from their direct mail should consider 3D mailings. Use the following tips to get started creating a dimensional direct mail campaign that helps you stand out from the crowd:
1. Start with a strategy.
Though 3D mail campaigns have better response rates than traditional direct mail campaigns, they can also be more expensive. This is because there is often more design and packaging involved in dimensional mail, not to mention the cost of any freebies you are giving away during the campaign. With these additional costs, it becomes imperative that associations think strategically about their campaign.
Here are a few factors that you should consider when developing your dimensional mail campaign strategy:
- Mailing List – Make sure that you are targeting your mail list to include the prospects and customers who are most likely to respond to your campaign.
- Package Sizing – You can still make a big impression with smaller packaging, which will help you save time and money.
- Postage Rates – If you want to take advantage of standard mail postage rates, make sure that you are mailing in the correct batch sizes.
Remember, being strategic about your 3D mail campaigns does not mean using low-quality paper or packaging. But with the tips above you can work to cut costs and boost ROI.
2. Use eye-catching colors and graphics.
Though dimensions alone will help your direct mail pieces stand out from the crowd, you want to make sure that you are making the best first impression with your packaging. Use colors and graphics that are attractive and relevant to your campaign to make sure that your 3D mailers catch the eye of your audience.
When it comes to choosing the best direct mail color scheme, you want to make sure that the colors don’t clash or distract from your central messaging. Try choosing colors that help evoke the emotions that you’d like to stir in the audience. You should also make sure that your colors are in line with your branding to help boost brand recognition. When it comes to imagery, choose high-quality graphics and images that are relevant to the campaign and in line with your campaign messaging.
3. Make your campaign memorable.
There is practically no limit to what you are able to achieve with your dimensional mail campaigns. That’s why you should think outside the box and not be afraid to get a little creative when developing your 3D marketing materials. Free custom giveaways are a great way to make a lasting impression with your direct mail pieces. Be sure to go beyond the traditional advertising swag like pens or stress relief balls. Take time to think about what objects might go well with your central messaging. For example, if you are advertising your latest summer events, you might use imagery, colors, and messaging that reflect the season.
Keep in mind that if you are using USPS to deliver your mail, you will need to double check to make sure that your dimensional mail pieces are deliverable. If you are working with a direct mail specialist or printing partner to create your dimensional mail, be sure to discuss how the delivery method might impact package design.
Associations that are considering developing dimensional mail campaigns should be sure to keep the following in mind:
- Given the additional costs of dimensional mail, it’s important that you are strategic with your campaigns.
- Using vivid colors and graphics is a great way to ensure that your dimensional mail piece stands out in the crowd.
- You want to get very creative with your design in order to make your 3D direct mail memorable.
Does your association need help getting started with 3D direct mail? The direct mail experts at Ballantine know just what it takes to develop and implement a successful dimensional direct mail marketing campaign. Contact us today for a consultation.
I'm the Director of Digital Services and Partner at Ballantine, a family-owned and operated direct mail & digital marketing company based in New Jersey. and started in 1966 by my great uncle!