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Dimensional Mail

Out-of-the-Box High-Impact Mailer Produces High Response Rates

According to a recent study by the Winterberry Group, 60% of direct mail is now anticipated to fall into the "non envelope" category, which includes self-mailers, flyers and self-mailers.

However, direct mail conventional wisdom says that self-mailers usually do not perform as well as envelope packages.

Hmmm ... so what do you do to make your self-mailer stand out and generate high results?

Here's a self-mailer for Oxford Health Plans that produced great results - as high as 7% -- depending on the audience it was sent to (it was versioned 5 ways). It was also an Echo Awards Finalist.

Oxford Laptop Mailer
Echo Awards Finalist
Results
  • 7% response from insurance brokers
  • 3% response from benefits administrator prospects
  • 1% response from Executive Account prospects - considered a very high response for this desirable audience.

Of course, this isn't just any self-mailer. Designed to introduce the Oxford website, it looks like a laptop. Inside, when you open it up, though, instead of seeing the actual Oxford website, which is mostly transactional, you see photos and quotes conveying the real-world benefits of using the website.

The funny thing about this self-mailer is that it originally started out as a dimensional mailer - with the actual shape and dimensions of a laptop. The client was smart, though. She saw that by converting the concept to lower-priced, flat self-mailer, she could send it to more Oxford stakeholders. So besides mailing it only to the original group of benefits administrators it was intended for, we versioned it for physicians, executive accounts, existing clients, and insurance brokers. It's still dimensional - since the die-cut windows make it 3-dimensional - just in a different way.

Lesson: Think big and you can usually scale down an idea to your budget.

Want to start thinking a little bigger? I work with a team of experienced designers and can come up new ideas that create a high impact on a moderate budget. Contact me for a free consultation.



Karen's ClickZ Columns on B2B Email Marketing