10-steps to 3-dimensional mailers that outperform

Do you wish to break the clutter? Are you trying to create a new market opportunity in an already saturated market place? Or simply trying to reach hard-to-get audience and make them sit-up and listen to what you wish to say? Then simply send your prospects a 3-dimensional mailer. Although a powerful tool, 3-dimensional mailers can be expensive, hence ROIs can be a challenge Here are some tips that will ensure maximum returns to your investments.

Tip 1: How aware is your prospect?
Familiarity with your brand is extremely important for your communication to work. Studies have shown a drastic increase in open rates, if the prospects knew the brand well. Hence, sending your prospect the best piece, the very first time may not actually yield the results you are looking for. Build brand recall first and then use your ultimate weapon to drive sales.

Tip 2: Zero-in to your prospects
The real deal behind every successful direct mail is the insight you have about your reader. Using keywords and personalization can trigger a prospect become a hot lead. Try to know what your prospects are looking for and if your communication piece can help them know how they can get it, you can surely turn him into a customer.

Tip 3: Your USP holds the key
Start by focusing on the products’ Unique Selling Propositions (USPs). The USPs can act as great triggers to creative thinking.

Here’s an example, we were to promote a new offering by a popular business phone brand, a 24x7-doorstep service for high net worth customers. The prospect was to call a number to avail this service. Considering this insight and knowing that the customer is a high-end business executive, we decided to send a classy cardholder with the helpline number engraved on it to the prospects. We added a modified business card with the helpline number, only to help him retain the number, even if he does not use our cardholder. This ensured that our business executive would always find help when he needs it most.

Remember, each communication should try to enable a relationship with the prospect. No matter what, a brand can only survive in a user's mind if he/she has some kind of association with the brand. Make sure your tonality enriches/welcomes the prospect to a lasting customer-brand relationship.

Tip 4: Curiosity bells the cat
Studies show that the open rates of a mailer are in direct correlation with the sales carry-through. So, if you are able to make your mailer intriguing enough to get it opened, you are half way through.

Tip 5: Size does matter
Large, odd-sized 3-dimensional mailers or mailers that appeared to have come via courier services to convey urgency, fared far better than the normal Post. Focus on creating an unusual mailer with a thought provoking execution that presents your offerings in the most relevant manner.

Tip 6: Create experiences and not communication pieces
3-dimensional mailers are great engagement tools and should always aim to create a memorable experience. If you are able to create an experience around the prime benefit, you will surely get a very positive response from your prospects.

An automotive manufacturing company had refurbished their brand image. They wanted to communicate this to their various stakeholders while reinforcing their new brand ideology. The stakeholders were sent a bottle of wine and we related the change in the organisation with the aging of wine, taking care of the apprehensions of the various stakeholders by saying that we are maturing to newer dimensions. The idea created a positive impact about the change and helped improve the brand impact.

Always try adding more to your overall package. Add a brochure, a lift note or a buck slip and improve engagement in your mailers. If you are trying to sell a product, adding a sample makes a lot of sense. But, remember that by just adding a sample you cannot guarantee that your prospect will actually go and buy your product. Always remember to prompt a sale by including discount coupons. I had once done a mailer for a Classical CD Pack that had 8 creative pieces in one box, the more the merrier.

Tip 7: Focus on the takeaway
Always focus on the results while devising your mailer. Add a compelling offer that ensures a better response. A sure shot way to improve responses is by sending an element, which is incomplete. When the prospect responds, the other half of the element is delivered. It is a great way to improve leads if not buying. It could be as simple as sending a chess board with only the queen, that demonstrates dynamism of your product and then asking the prospect to call a number for the other pieces, hence creating a chance for a dialog.

Tip 8: Will it really work?
Make sure that you do not overlook the production aspects of your mailer. This is one of the most important factors while devising a dimensional mailer. Here, an experienced production house can help you ensure that the gimmick works, when your prospect opens your mailer. Test your mailer before you actually send it to your prospects. Take all possible steps to ensure that the contents reach your prospects in an ideal state.

Tip 9: Testimonials still work
Including customer testimonials is a great way to improve your credibility and can help prospects see what the product can do to their lives, even before they use it. Always include any third-party endorsements, accreditations that help build trust in your brand.

Tip 10: Call for action
Please remember to put as many choices to respond as possible. Provide toll free numbers, fax numbers or let your prospects ask for your product via a simple SMS. Present your website address and even an official e-mail address to help your prospects clarify all doubts before he buys your product. Helping your prospects to engage in a dialog will certainly help you gain greater chances to close sales.

Here’s wishing you the very best and hoping that you get the biggest bang for your buck!