Using Dimensional Mail in Marketing

Direct mail used to be the main source of promotion for many businesses. That was before digital marketing took over.

Despite what many people think, direct mail is not dead. In fact, it’s very much alive in 2021. And dimensional mailers seem to be getting more and more popular by the year.

What Are Dimensional Mailers?

Dimensional mailers come in a range of shapes and sizes, and they have a third dimension (hence the name). Examples include tubes, bags, or containers.

Although they come at quite a cost, with added production and postal shipping fees, they will earn you a much higher return on your direct marketing efforts. According to one of DMA’s recent annual Response Rate Reports, dimensional mail had the best B2B response rate (8.51%) out of any direct mailing method.

Since dimensional mail tends to cost more than regular mail, it is usually targeted at high-value recipients, such as businesses. For this reason, it is commonly used for B2B purposes as opposed to B2C.

How Do Dimensional Mailers Enhance Your Marketing Strategy?

Dimensional mail is used to elevate direct mail marketing to another level by grabbing people’s attention in a number of ways.

The added depth creates more excitement for the customer and entices them to open the package. Most people won’t be expecting a dimensional package to arrive at their door, so dimensional mail can pique their interest and encourage them to complete the call to action (such as opening the package, signing up to an offer on your website, or attending an event).

You can track the success of your dimensional mail with regard to driving more traffic to your website or gaining new attendees at your event by including a unique code within the mail that can be used by your customers. In turn, you can check the analytics on your site and determine how many viewers you have gained through your direct mailing efforts.

By including a giveaway item or a product sample in your dimensional mail, you can enhance the opening experience. When your mail is dimensional, it takes longer for the recipient to open up the package and it can make the experience more enjoyable.

Your customers are exposed to your branding for a prolonged period of time, which enhances your brand awareness and may result in better brand recall.

For more information about dimensional mail and how it can be used to enhance your marketing strategy, contact Anchor Software today.


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