A Hot Idea for Hot Prospects

A Hot Idea for Hot Prospects

April 30, 2012  |  Articles, Marketing and Sales
Business owners get a ton of direct mail each day. While direct sales letters and postcards are a cost-effective way to reach your prospects—and can often get someone’s attention—nothing has a better open rate than a high-impact dimensional mail campaign.
Dimensional mail (also known as lumpy mail) is a type of direct mail that is any shape other than flat. It could consist of a box containing sales literature and product samples, a large envelope that clearly has some premium item in it, or a large box with a teaser message on it. People love surprises and are usually very willing to open a package and pay attention to what’s inside.
Obviously, a dimensional mail campaign will cost more to create and send as compared to a standard letter or postcard. However, according to the 2010 DMA Response Rate Report, dimensional mail campaigns average response rates of 8.51%. So while your upfront investment is often higher, your return is much higher and should more than justify the cost of the campaign.
That being said, you’ll want to carefully choose “A-list” prospects that offer a good chance of generating a lot of revenue for your company. Additionally,
your campaign will need to have the complete buy-in of the sales department. If these are not the prospects they are after, they might not be willing to follow up with phone calls, which can be a key part of a dimensional mail campaign. If you’d like to learn more about the merits of dimensional mail campaigns, call us at PIP Printing.

Business owners get a ton of direct mail each day. While direct sales letters and postcards are a cost-effective way to reach your prospects—and can often get someone’s attention—nothing has a better open rate than a high-impact dimensional mail campaign.

Dimensional mail (also known as lumpy mail) is a type of direct mail that is any shape other than flat. It could consist of a box containing sales literature and product samples, a large envelope that clearly has some premium item in it, or a large box with a teaser message on it. People love surprises and are usually very willing to open a package and pay attention to what’s inside.

Obviously, a dimensional mail campaign will cost more to create and send as compared to a standard letter or postcard. However, according to the 2010 DMA Response Rate Report, dimensional mail campaigns average response rates of 8.51%. So while your upfront investment is often higher, your return is much higher and should more than justify the cost of the campaign.

That being said, you’ll want to carefully choose “A-list” prospects that offer a good chance of generating a lot of revenue for your company. Additionally,

your campaign will need to have the complete buy-in of the sales department. If these are not the prospects they are after, they might not be willing to follow up with phone calls, which can be a key part of a dimensional mail campaign. If you’d like to learn more about the merits of dimensional mail campaigns, call us at PIP Printing.



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