Marketers are being forced to get more creative with their direct mail campaigns in order to deliver dynamic content and catch recipients’ attention.
One strategy many businesses are choosing is to create dimensional mail, which is any mailing piece that doesn’t conform to standard flat mail guidelines. It can include “lumpy” packages, thicker production materials or attached marketing pieces, such as keychains or magnets.
However, due to its cost, dimensional packaging and mail should not be used for every customer. Instead, businesses will want to send it to targeted customers or those they consider to be their VIPs.
And don’t let the marketing stop there. “We follow up our dimensional mail piece five days after the package hits the desk with a call from our skilled phone team,” Craig Conard writes for BtoB magazine. “The phone team knows the name of the reps who will be calling on the prospect and drops their names throughout the conversations.”
Emails can also be a good way to follow up on print directives and merge strategies.
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