Beyond the Letter
In today’s digital age, direct mail remains a powerful tool for marketers to reach their audience in a tangible and personal way. With a variety of formats available beyond the standard letter, choosing the right direct mail format can be overwhelming. We can help!
From Ancient Letters to Modern Marvels
With over 30 years of experience, we’ve seen it all, from the common to the uncommon. Direct mail has evolved from simple letters into innovative formats such as postcards, bifold/trifold self-mailers, and dimensional mail. These options empower marketers to enhance their campaigns, reduce costs (at times), capture recipients’ attention, and drive engagement and conversions.
Let’s dive into these direct mail formats and explore which might be the best bet for your marketing efforts.
Postcards: The Budget-Friendly and Highly Visible Marketing Tool
Let’s start with a fan favorite – the postcard. Postcards are a budget-friendly and efficient direct mail tool, offering lower production and postage costs than more complex formats, making them ideal for reaching any audience size. One of their standout advantages is their immediate visibility, as postcards don’t require opening, ensuring the recipient sees the message right away. This, combined with their concise format, allows recipients to quickly grasp the key points, making postcards the ideal option for delivering clear and direct messages.
However, postcards have limitations: their smaller size restricts information, and exposed content makes them unsuitable for sensitive messages and vulnerable to scuffing. To maximize impact, use eye-catching graphics, keep messages clear, and target your audience carefully. Even in the digital age, postcards offer a memorable touchpoint in the mail.
Bifold & Trifold Self-Mailers: The Compact and Versatile Format for Effective Communication
Building on the visibility of postcards, bifold and trifold self-mailers provide a compact yet spacious format. They offer more space for detailed information and multiple images and present a professional appearance, enhancing your message’s overall perception. These versatile formats are suitable for introductions, special offers, and more.
Despite their advantages, they may incur higher printing and postage costs than postcards and risk being disregarded if not designed carefully. To make the most of these mailers, create a visually appealing design, use the extra space effectively, and include a compelling reason for recipients to open and engage.
Dimensional Mail: The Attention-Grabber
Dimensional mailers take engagement to the next level with their 3D shapes, sizes, and textures. They stand out in the mailbox and often enhance the recipient’s view of your brand due to their perceived value. Features like pop-ups, foldouts, or hidden items create a memorable experience and encourage recipients to spend more time with the mailer.
However, dimensional mailers come with a few drawbacks: they are costly to produce and ship, and their design and production can be complex and time-consuming. To maximize impact, use dimensional mailers for high-value targets or special campaigns, ensure durability, and personalize content to boost engagement.
Uncommon Formats: The Creative and Eye-catching Options
Iron Cross
Iron cross mailers are known for their intricate fold-out design, which offers a large canvas for detailed information and visuals. Their interactive unfolding process engages recipients and enhances recall. However, the complexity of this format can lead to higher production costs and potential damage during transit. Careful design, durable materials, and special handling are crucial to maximize its impact.
Roll-Up Mailers
Roll-up mailers stand out due to their novelty and interactive experience. Like iron cross formats, recipients must unroll the mail piece, which can captivate their attention and increase engagement. Despite their appeal, roll-ups present production challenges and can be costly to produce. Additionally, they may require special handling or packaging, which can increase mailing costs. To ensure effectiveness, design the roll-up for easy handling and readability, use high-quality materials, and consider testing the format with a smaller audience before a full rollout.
Additional Options
For even more creative formats, consider options like pop-ups, sliders, and rotation-type mailers. These can create a dramatic “WOW” factor and leave a lasting impression. While these innovative formats can enhance branding and visibility, they often come with higher costs and production complexity, making them best suited for special campaigns.
What to Consider When Choosing Your Direct Mail Format
Choosing the right direct mail format depends on several factors, including your budget, the complexity of your message, the target audience, and the campaign’s objective. Here are some key considerations:
- Budget: Ensure that the cost of production and mailing fits within your budget. As noted, postcards are more cost-effective, while dimensional mailers are more expensive but offer a higher impact. Additionally, consider the cost of personalization and any special printing techniques you might want to employ. Bulk mail discounts and potential savings on postage should also be factored in.
- Message Complexity: If your message is simple and direct, a postcard might suffice. For more detailed information, consider bifold/trifold self-mailers or even more elaborate formats like the Iron Cross. The format should support the clarity and effectiveness of your message delivery.
- Audience: Tailor the format to your audience’s preferences and behaviors. High-value targets might appreciate the novelty of dimensional mailers, while a broader audience might respond well to postcards.
- Timing: Consider the timing of your campaign. Certain formats may take longer to produce and deliver. Plan ahead to ensure your direct mail reaches recipients at the optimal time for maximum impact. Seasonal factors and industry-specific timings, such as the fiscal year-end for business audiences, should also be considered.
- Campaign Objective: Align the format with your campaign’s goal. If brand recall is crucial, an interactive format like a roll-up might be ideal. For special offers, self-mailers could be more appropriate. Your format should facilitate the desired action, whether it’s visiting a website, redeeming a coupon, or attending an event.
Final Thoughts
The evolution of direct mail from simple letters to innovative formats like postcards, dimensional mail, and bifold/trifold self-mailers has transformed how marketers engage with audiences. Each format offers unique benefits, from the cost-effective visibility of postcards to the high-impact, tactile experience of dimensional mailers and the versatile design options of self-mailers. Choosing the right format can significantly enhance your campaign’s effectiveness, capture attention, and drive higher engagement and conversions. By leveraging these creative options, your brand can stand out in a crowded market and achieve better results.
Ready to take your marketing campaigns to the next level? Let us help you design and execute a campaign that captures attention and drives results. Contact the experts at Strata to get started today.
The 9 Most Unique Ways to Use Print in Your Marketing
Over the past two weeks, if you’ve been keeping up with our blog, you’ve gotten the chance to hear about the true power print holds. We’ve shared why print is still so powerful in today’s marketing world, as well as tips and tricks on how to improve your current print marketing practices. Print is trustworthy, cost-effective, results-driven, and sticks with customers, and we’re here to show just that. For our final blog of The Power of Print series, we’re taking you through the 9 most unique (and powerful) ways your company can use print marketing.
1. Letters & Postcards
“Letters and postcards” can really mean a variety of things. From packages to flyers – to dimensional mailers, sending these to customers and prospects gives you a chance to include personalized messages, catered services, tailored specials and more to gain their brand loyalty and trust while breaking through the digital noise. They won’t go to waste, as 44% of customers visit a brand’s website after receiving direct mail marketing.
2. Newsletters & Updates
You may already be sending out an e-newsletter or monthly updates to your customers to keep them in the know, advertise new products and services, and send upcoming company and event information. Why not switch it up and give them a surprise with a printed version every so often? For printed newsletters or update materials, you can choose from a wide range of materials, layouts, shapes, and sizes to share your company’s news in a fun, eye-catching, and creative way.
3. Business Cards
Business cards have been around for years, and there’s a reason they’re still used currently, despite all of the digital options available. Not only do business cards share your contact information quickly and effectively with others, but with all of the print options of today, they give you a chance to further show your brand’s quality and creativity. Unique and eye-catching business cards will always be great tools at networking events and social gatherings, and are a great way to stay on the minds of potential customers.
4. Loyalty Cards
This simple yet powerful tool will keep your customers coming back and get them excited to do so. Using loyalty program pieces or punch cards with your logo and brand is a great way to advertise and market your business, its products, and its services. Even better – make these cards super quick and easy to use by including a QR code that tracks customer purchases. Studies have shown that up to 64% of small businesses that have implemented a customer loyalty program have found that the program earns the business more money than it took to create – so get the most bang for your buck with this simple and effective print marketing piece.
5. Posters, Flags, & Banners
Posters, flags, and banners are physical marketing pieces that are so large that you can’t really ignore them. These are great advertising options because of their scale, cost effectiveness, and longevity. Use them in store, hang them in your windows, post them around town, hang them up at a tradeshow – over and over again. Spend a bit more on print quality, and you can use them for years to come.
6. Promotional Products
These non-paper items are a great print option that not everyone always thinks about. Almost every household in America has at least one magnet on their refrigerator – so, let’s make sure that one magnet promotes YOUR business. Or, place your logo and a unique design on a sticker to go on a laptop, water bottle, or phone case. Whatever makes the most sense for your audience, print it. If they like it enough and use it, you’ll get some free marketing promotion as they sport your company t-shirt, use your branded water bottle, or share your logoed hand sanitizer. Hand out these promotional items at trade shows and events, send them in the mail, or give them out as a parting gift after face-to-face meetings.
7. Calendars
Printed, branded calendars are a great opportunity to showcase your brand or products – for 365 days of the year. Offering these to clients and potential customers is a great relationship starter, and since calendars are usually front and center on desks and office walls, your company’s name has a higher chance of being remembered.
8. Brochures
Probably one of the most well-known ways to share company information, a brochure is a quick and traditional piece to remind customers of what you represent and what you have to offer. 48% of people retain direct mail for future reference – so sending them a brochure ensures that they can go back to your company information any time they’d like. Furthermore, brochures are versatile. They can be sent out, placed in establishments, or handed out at events. There are endless places and ways to get brochures circulating to share your brand and offerings.
9. Catalogs
The catalog has come a long way, and in today’s digital world, it’s much easier to design and print. The catalog is an extremely budget friendly way to share your products, and, like other print materials, it’s a great way to show your company’s quality and care by using thoughtful paper, color, and texture choices. It’s also a unique way to stand out among your competitors, and again, break through the digital noise of today.
Looking for ways to incorporate the power of unique print into your next marketing campaign? At Strata, we’re print experts (it’s in our DNA) and we’re ready to help! Contact us today to start brainstorming your next eye-catching print project.