The toughest job you face as a B2B direct marketer is reaching
your prospect with your message. Reaching C-level executives is
particularly difficult because they employ mailroom staff and
executive secretaries who screen their mail, or your mail,
depending on how you look at it. So unless your direct mail lead
generation letter or postcard or self-mailer stands out from the
rest, it won’t reach the desk of your potential client.
That’s why dimensional mailers are one of the most effective
ways to reach elusive prospects with your sales message. A
dimensional mailer is simply one that has more than two
dimensions. Unlike a letter, postcard or self-mailer, it has
three dimensions. Dimensional mailers are usually boxes, but
they can also be sturdy envelopes that have something
three-dimensional inside. These kinds of packages are also known
as “lumpy mail.”
Dimensional mail is effective because it stands out. It gets
attention because it doesn’t look like everything else that the
executive is receiving that day. Dimensional mail is also
effective because it always gets opened. I am confident in
predicting that no one who receives a box 36 inches long, 9
inches wide and 5 inches deep, bearing the prospect’s name and
job title on the top and an intriguing headline, is going to
pitch the box in the trash unopened. Innate human curiosity is
too powerful for that.
TIPS FOR PRODUCING DIMENSIONAL MAILERS
- Use a standard size of box if possible to save on
printing costs (talk to a printer)
- Put something in the box that is valuable, or fun, or
both
- Make sure what’s in the box ties in with what you are
selling
- Make your sales message inside the box easy to find and easy
to understand
- Remember that the goal of a dimensional mailer is not to
close a sale but to generate a lead, so keep your message
focussed on achieving that goal and nothing else
ADVANTAGES OF DIMENSIONAL MAIL
- Gets noticed amidst all the other mail your prospect
receives
- Almost guaranteed to get opened
- Likely to get opened first
- Great at stimulating buzz at a company
- Likely to make it past the executive gatekeeper
DISADVANTAGES OF DIMENSIONAL MAIL
- More costly to design, print and mail than other direct mail
formats
- Might be mistaken at the target company fora bomb or a
prank
- Expensive to produce if you need a custom-made box
- Box can get damaged along with your brand reputation if
delivered by mail
- May be perceived as a bribe for a sales appointment if the
item in the box is particularly valuable
EXAMPLE OF A SUCCESSFUL DIMENSIONAL MAILER Continental Resources generated a 30% response rate by
mailing a remote-control dinosaur to technology executives
(without the remote control). Prospects got the remote control
and batteries when they booked an appointment with a Continental
sales rep. To see the mailer, click here.
© 2005 Sharpe Copy Inc. You may reprint this article online and
in print provided the links remain live and the content remains
unaltered (including the "About the author" message).
More Information:Alan Sharpe is a professional fundraising letter writer, instructor, coach, author and newsletter publisher who helps non-profit organizations to raise funds, build relationships and retain loyal donors using cost-effective, compelling, creative fundraising letters. Sign up for free weekly tips like this at
http://www.RaiserSharpe.com/ 
Categories
