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Dimensional Mail: A Can of Worms or Brilliant Marketing?

Posted on: June 24th, 2019 by Ira Jackson

Dimensional direct mail can be the alluring ticket you need for your next campaign or special event - except unlike a ticket, dimensional mail is not flat. It is a package, box, tube or anything that doesn't arrive in an envelope - and recipients love it.

People are intrigued by unexpected packages, which pretty much guarantees your three-dimensional delivery will be opened. This can be a real game changer for our education and nonprofit clients to wrap up the year on a high note or kick-start a new year in motivating key constituencies - and also for business clients wanting to stay top-of-mind in a complex, competitive marketplace.

Paired with digital marketing, dimensional direct mail can be expected to generate even higher response and conversion rates than regular mail.

About that can of worms"...

Printing Impressions recently posted a great article by Summer Gould, president of Eye/Comm Inc. and board member for Printing Industries Association San Diego.

She speaks to How Dimensional Mail Can Be an Impressive Direct Mail Strategy:

"Have you ever opened a can of worms? I did, and that dimensional mail really was a can of worms. It looked just like a Campbell's soup can, but instead of chicken noodle soup it was labeled "Can of Worms.' It is one of the best promotional items I have ever received and I have never forgotten it." -- Summer Gould

That says a lot about impressions, considering Summer received the package 25 years ago. In the article, Summer peels back the thought process behind effective dimensional mail:

What have you received that really caught your attention and motivated you to buy?
What are you doing to create that experience for your customers and prospects?
What do you know about the people you mail to and how can you use that to get them to buy?

We especially agree with this tip: "Create fun experiences for your customers and prospects that they will remember."

Develop a fun plan with plenty of time to execute

The magic of dimensional mail works when the whole package is successful in telling your intended story - and most important, that it is designed and written to drive maximum interest, appeal and results.

You can accomplish this whether your package contains a single item or multiple elements - an outer box or container, inside packaging, printed material, ties, labels, promotional items and more.

Remember the important parts

First and foremost, make sure you're working with a current and accurate mailing list!
Personalize! Use digital printing to personalize print pieces, wrappers, labels or hangtags.
Include a clear, bold call to action.
Give recipients several ways to respond - text, email, web address, phone, reply card.
Track your deliveries.
Follow up with email or a phone call - or both.
Measure your success.

Conceive, produce and put it all together with care

Effective dimensional mail relies on great ideas, creative talent, quality print, and knowledgeable handling. You will surely have a clear picture in your mind of how your finished printed project should look, feel and function.

It may have a simple or complex design, with pages that are folded, bound or stitched, and you may want a specialty box. You envision all of it - including on-time, intact delivery to your destinations. It has to be right.

Work with Perfect Image and you won't lose sleep worrying about the quality and accuracy of your project. We're known for stringent quality control, modern equipment and skilled hand finishing. Our tradespeople manage pre- and post-press functions, applications and techniques with our signature white glove treatment, ensuring all parts measure up and line up perfectly, and we do it right the first time. We also provide access to talented graphic artists and writers.

Much more than a printer, Perfect Image can help you with these and other services: