But why does dimensional mail work? Why does it increase response?
Well I’m convinced that the simple reason is because it adds a bit of intrigue to the mailing, which allows it to overcome the toughest task in small business marketing…getting your mail piece opened….getting your mail piece opened FIRST….and getting your mail piece read!
I’m also convinced that the importance of using dimensional mail is rising due to the increased competition in the mailbox. Direct mail has to work harder than ever to stand out – and dimensional mail can help.
Create “Reason Why” Copy
One recommendation that I have is to explain to the recipient why you are using the dimensional item you have chosen, so they do not feel duped.
Obviously, in the case of the J. Squirrel letter, the inclusion of a bag of peanuts is obvious and certainly supports the headline on the letter….“Are you Nuts?”
Here are some other examples:
- A packet of aspirin with the claim that your offer will fix their headache.
- A padded band-aid making the point that this is the way the competition fixes the problem….but your solution is permanent.
- A compass that relays the message that we are still looking for you.
- A wooden ‘Round Tuit’ that tells the prospect that since he hasn’t gotten around to it as of yet…now he no longer has that excuse.
- A ‘thick’ shoelace enclosed with a fundraiser appeal for a non-profit organization that’s operating on a shoestring budget.
- A neon-colored squeezable smiley face ball with a message that “I’ve sent you this because you’ll be smiling BIG after you read my letter.
- A miniature racecar that enforces to prospects that they are in easy driving distance to get to your seminar.
- A one-ounce packet of red hot cinnamon-flavored candies that provides an intriguing introduction for a letter about a red-hot offer.
- A bank bag envelope that makes the case that since what you are talking about concerns making money, then what better way for you to deliver your message.
Well, hopefully you get the idea. The goal is to create a story line that ties the dimensional device to the mailing message so your reader doesn’t feel manipulated or cheated. On the contrary, they actually feel entertained.