Did you know that a window envelope can include more than one window? And that one of those windows can be on the back of the envelope? And that you can print one side vertically, and one horizontally to get the most impact for your message?
Well, you can. Taking the familiar form of a #10 envelope and seriously thinking how to turn it into an involving mini-billboard makes every part of the package work harder to achieve objectives.
If you want to make a really big impact with an important audience, nothing beats a 3D package. This one, part of a series called The Power Of The Letter, included re-creations of historical letters, replica writing implements, and a brochure.
For other clients, we've created dimensional mailing packages that were shaped like Chinese food takeout containers, movie film canisters, and more. One, sent to high-volume hard drive buyers at computer manufacturers, was a box sized and printed to look like a briefcase. Inside was a kit of materials with a 1960's spy theme, complete with a small voice recorder that played a message (but didn't self-destruct) with appropriate fun and drama.
Most of the prospects got their “briefcases” delivered in the mail. The top five prospects got them delivered by actors dressed in suits, with the cardboard boxes uselessly but amusingly handcuffed to their wrists.
Challenge: the video game was all about the vastnest of space. But the format we had to work with was really small.
We used tricks of color, scale, and contrast to make the most of the small format. Using a gatefold instead of a letter fold helped create a sense of drama when the inside spread was revealed.
Marketers constantly face new challenges and new opportunities when considering the right mix of channels and media. The challenges include
The opportunities include
Along with familiar tools like great lists (and professional list brokers), involvement devices, variable data printing, 3D mailing packages, and the clever manipulation of paper, die cuts, folds, size, and printing to surprise and engage, these challenges and opportunities offer new, more precise ways to use direct mail effectively to reach B2B and B2C customers.
Whether your objectives are awareness, lead generation, lead nurturing, or sales, direct mail can have an important place in your marketing mix. Even in a digital world.