Turn junk mail into charm mail

Too often, direct mail deserves its place in the recycling bin.

But it doesn’t always have to be.  Transform it into charm mail and everything changes.

When executed with style and flair, creative direct mail works better than the usual recyclables.  But the all-time, heavyweight, attention-grabbing, clutter busting charmer is dimensional mail.  Numerous research studies, the most prominent of which is the Baylor University study of 1993, prove that dimensionals get noticed, read through, and gain high response.  Dimensionals are particularly effective when deployed to smaller-size lists, usually under 1,000, of C-level executives.

Beyond extolling the virtues of dimensionals, let’s take a closer look at how to create them.

Let’s start with the budget.  A high cost-per-piece is the price of doing business in a dimensional world.  Remember to add postage costs to your production numbers.  Budget will be a moving target as you develop your concepts.

Another salient factor is the star of the show – the item inside your dimensional.  The item can be anything, let your imagination run wild.  If you have a big budget and a low list count, the item can get ritzy.  For example, a successful mailing I on worked on for IBM carried a real wood L.L. Bean trout fishing net.  The outer box copy read, “The big one that got away…” lead to the inside box copy, “…won’t get away anymore.”  The client was very happy, to say the least.

If your budget is tight, consider an inexpensive, yet original and funky premium item first – and then wrap your concept back around it.  An example is my latest dimensional campaign for my own business that features a pair of novelty x-ray glasses.  I first became fascinated with the notion of x-ray glasses as an item and then reverse engineered a thematic concept built on “insight” to make it work.  The package’s production cost was under $5.00 a piece, before postage.  I got the glasses at a great price, under a dollar each.  And it mailed in a stock, rather than custom, mailing carton with the teaser printed on the cover.  My graphic design partner was www.skourasdesign.com.

You can even create an original dimensional item that’s tailored to your key selling message.  An example is a self promotion campaign I ran several years ago — the red package shown above.  The “In Case of Copywriting Emergency Break This” laminated hang-up card had the plastic case containing my business card affixed to it with mounting foam.  The inserts were printed on my ink jet printer.  This is another package that cost less than $5.00 a piece, including the business card, before postage.  It was a Caples Awards finalist, got a great response and generated significant new business.  My graphic design partner was www.barnettdesign.com.

I try to avoid the usual, expected promotional premium items.  But all rules are meant to be broken.  Years ago, I created a self promo package that contained a mouse pad with my company’s logo printed on it.  It was mailed in an envelope with an outer teaser, “A pitch, a promise and a bribe.”  The letter inside was humorous and informal.  This package, too, was a Caples Finalist and a huge success.

The next time you need to breakthrough to low numbers of high value targets, start thinking inside the box.  It’s a profitable place to be.

For more on Bob Devol, go to: www.BobDevol.com

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