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American Stock Exchange.

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Dimensional Mail

Dimensional Mailers Lead in ROI

You look wistfully at those really creative dimensional mailers that other companies do and think, "If only we could afford it."

You probably can - if you think beyond cost and look at ROI. According to a Direct Marketing Association response rate survey released in October 2004, dimensional mail ranked #1 in the print category - with a 2.30% average response.

Dimensional mailers work best for lead generation - especially when you want to reach senior-level executives, whose mail is zealously guarded by administrative gatekeepers.

The ideal dimensional mailer features an innovative or high-value desktop item that the decision-maker actually uses, shows off around the office to colleagues, or passes on to their kids.

Most dimensional mailers usually don't include a call-to-action, since it is unlikely that your senior-level recipient actually will pick up the phone to initiate a call with you. But you can expect that when your sales force calls and says, "Hi, did you receive the (premium) we sent you?" - your recipient will remember the gift and be receptive to talking.

Here's a dimensional mailer I created for Oxford Health Plans, which featured a high-quality silver picture frame as an executive premium.

Oxford Frame Dimensional Mailer


Guidelines for A Successful Dimensional Mailer
  • Select a desktop item your recipient will actually use.
    Everyone can use an extra picture frame - and the very act of putting your own pictures into the frame creates involvement with the piece.
  • Choose a high-quality item at a low price point
    While the silver frame has a high-end executive look, it only cost a few dollars when purchased in volume.
  • Make sure you can imprint your logo
    You'll come up with a lot of ideas - but not every item can have a logo imprinted on it. So often it's best to go with an established premium vendor. In this case, we kept the logo small to keep the perceived value high.
  • Tie your premium into the concept.
    The four-panel picture frame conveyed the four main messages that Oxford wanted to convey to their audience - using memorable photographs from their print ads.
  • Make sure your box is sturdy to prevent breakage
    We've heard horror stories of other companies sending out items that broke in the mail. You can avoid that problem by working with a designer who has experience designing dimensional items.

Want to explore the idea of a dimensional mailer? I have a team of experienced designers. Together, we can create a high-impact mailing that will break through the clutter ... without breaking the bank.



Karen's ClickZ Columns on B2B Email Marketing