Strategy

Dimensional direct mail is like sending your prospect a gift in the mail. In fact, many times it is a gift. This kind of direct mail gets its name because what you are sending has a “dimension” to it. It’s 3-D. Dimensional DM is more expensive compared to postcards and other flat mail, but they do get opened, many times by the person you’ve targeted and addressed.

Assignments

Marketing Team/Ad Agency:

Takes on the assignment to relate your product or service to a specific item that’s going in the box.

When we did a promotion for a company that makes computer data backup software, we developed the message, “Backing up your files is fine, but what are you going to do if you come to work one day and there’s yellow tape wrapped around your building? With NSI, you back up your files to an off-site location.”

Sorry for the long description, but I wanted to explain the genesis of the idea of mailing rolls of Police Line Yellow Tape to executives of FORTUNE 500® companies. By the way, it worked.

Incentive/Premium/Fulfillment Supplier:

Will source most of the materials for your mailing. Many will offer to turnkey the entire thing for you.

Sales Team:

Follows up with each prospect (if you have phone numbers in the list) or is prepared to field inbound telephone calls and e-mails from recipients

You:

Make sure to test this kind of mailing. Testing can be costly because it may involve creating some of the items (literally) by hand. It’s worth the effort.

Coaching Points

• Because the per-piece cost is higher, you need to be sure you’re hitting the mark. Make sure your list is clean (name, title, address, etc.). If you’re renting a list (Play R-09), you probably won’t be able to get telephone numbers to confirm the names.
• If you have the time and access to the contact phone numbers, I recommend phoning the recipient ahead of time and let them know to expect your mail. It’s a nice touch.
• If you’re trying to reach executives (a more difficult challenge), I’ve specifically reached out to their administrative assistants and offered to address the DM to them. In the package I enclose a note asking that they make sure to deliver my mail. I think they appreciate being treated like a professional rather than a gatekeeper.
• Your mail must have three things enclosed—not two things—not four things—three things. Don’t ask me why, but the number three is the rule. Typically you’ll have: 1) The premium item that relates to your product or service; 2) A letter or note with a call-to-action; and 3) A short description of your company, product, or service.