NOVA Marketing adds new perspective to Dimensional Mail
St. Louis, MO. – March 20, 2012 –
With the U.S. Postal System making news recently about seeking yet
another across-the-board raise in postal rates, it likely means business
budgets will be impacted later this year. Direct mail is a multi-billion
dollar business, so when you decide to use the postal system to promote
a product or service, it needs to be effective and profitable. Did you
know that with the USPS, it costs the same to mail a three ounce package
as a one ounce package for first class presorted parcels?
Dimensional mail is unlike regular direct mail and when done right, it
not only intrigues people but spurs them into action. That’s important
to remember since the mailbox is considered to be the toughest real
estate, says Rocky Abbett, Vice President of
NOVA Marketing Services. Abbett said
only the strongest will survive, so mail that stands out and separates
itself from the standard #10 white envelopes has a better chance of
causing a reaction and response.
“Done right, dimensional mail
sells itself. Who isn’t curious to receive a triangle shaped mailer,
knowing there is some kind of prize needing only for you to break the
seal and discover what you have?,” exclaims Abbett, a 25-year marketing
veteran.
“Finding the right product sample, chotchkie or what I
call a ‘freemium’ - a free premium – resting in the center of the
triangle is what we’ve learned really attracts a person’s attention. Say
they remove the item and printed on the inside part of the triangle is a
special offer or coupon. Our experience shows this takes the piece to
another level of interest. You can also engage the target with a QR code
that directs them to a Web site for more information on products, or
helpful items such as recipes.”
A recent survey of direct mail
trends in 2011 indicates 38 percent of all mail was personalized with
both copy and imagery, the highest percentage of any year. Exactly half
of that figure – 19 percent – involved a premium strategy in the
mailing, the highest percentage in the last five years. That’s why
Abbett recommends heightening the surprise factor with something the
prospect or customer is not expecting, such as a game board, coupons, a
membership card or something else of value.
Simple considerations
that point to success
The triangle mailer creates other
advantages besides helping protect your product once it’s placed in the
mail system. Abbett says six corner or hinged mailers offer
opportunities to present co-op programs where costs are shared across
brands of businesses.
“For example, sending tooth paste and a
tooth brush together puts two products into the hands of your target
audience for half the price if you sent it separately,” Abbett remarked.
“Dimensional mail packaging can also involve a retail channel for a buy
one, get one free program. Regardless of what is sent, you want to use
every inch of the real estate to promote and tell your story.”
Abbett says understanding two critical components of a Dimensional mail
campaign will improve your odds of being successful.
“First, you
need to define and understand the goals and objectives of your campaign.
Only then do we present solutions to achieve the desired results that
are within the client’s budget requirements.
“The second most
important consideration is having a strong and targeted address list.
You need to insist on having the most current list available and that’s
how we approach it. Otherwise, I’d recommend not funding a campaign
because undeliverable mail can end up costing more than simply a lost
opportunity. Production costs and USPS charges combined can add up to
several dollars per package, so you need to make sure it gets delivered.
Having even a small percentage returned could make the difference for a
campaign to be profitable.”
Abbett mentioned there are ways for
your package to be sustainable and save money.
“Using SFI, PEFC
or FSC stock is one solution. Printing coupons or a campaign message on
the inside panel of the mailer itself is another way. This eliminates
the need for additional printed inserts, which normally adds to the
cost. If the mailer is properly designed to meet USPS postal regulations
for first class presorted parcels, you can take advantage of mailing a
three ounce package for the same price as a one ounce package. Imagine,
the USPS is willing to give you two more ounces for free!”
NOVA Marketing Services provides
on-line order fulfillment, real-time inventory management, kitting and
assembly and direct mail. In 2005, the St. Louis based company became a
subsidiary of The MATLET Group,
a certified Minority Business Enterprise and Corporate Plus® member of
NMSDC.
NOVA will celebrate its 20th anniversary later this year
and you can celebrate a successful Dimensional mail campaign. To find
out how, visit www.novamktg.com.