Need a hard-working communications channel that’s targeted, personal, flexible and measurable? Look no further than direct mail. A full 85% of consumers in a recent study say they’ll open mail if it “looks interesting.”
Dimensional mail is a great way to stand out and spur more interest among your key audiences. Shapes and pop-ups that give your printed pieces dimension outperform standard direct mail formats. They’re hard to ignore because they actively involve the reader, motivating them to open it. The ability to engage multiple senses – most powerfully, touch – gives print communications and dimensional mail a decided edge over digital messages.
More proof to support the power of direct mail? Seventy-three percent (73%) of U.S. consumers and 67% of Canadian consumers said they prefer direct mail for brand communications because they can read the information at their convenience, according to an Epsilon channel preference study.
Including a small gift to make it “lumpy,” can drive further engagement. In fact, 40% of people who received a logoed object from a brand with whom they had not previously done business with said they would be more likely to try them in the future, according to the Advertising Specialty Institute.
Bonus tip for B2B marketers: Dimensional mail can help you to bypass “gatekeepers.” Try a mail piece containing an attractive offer and something “lumpy” delivered via an express mail services – sending it straight to the C-level.
Want to explore the creative side to direct mail by learning more dimensional mail ideas? Let us know; Allegra can help.