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.