How Dimensional Mail Increases Your Profits

Dimensional mail, also known as 3D or lumpy mail, adds depth to traditional mail pieces, making each mail piece more engaging and attention-grabbing. Unlike standard flat envelopes, dimensional mail includes items with length, width, and depth—such as boxes, mini trash cans, or bank bags—that intrigue recipients and encourage them to open the mail.

Why Does Dimensional Mail Yield Such High Returns?

The biggest advantages of dimensional mail is that it gets noticed. Period. When your piece lands with some heft, shape, or curiosity factor, it doesn’t just sit in the pile—it jumps to the top. That means your message gets seen, gets opened, and actually gets read.

We’ve run the tests and time and again, dimensional mail beats traditional flat pieces when it comes to response. The real question is: does the lift in response make up for the extra cost? More often than not, the answer is a resounding yes—but like any smart marketer, you’ve got to test and track to know for sure.

Ensure Your Mail Gets Opened

For a direct mail campaign to succeed you must first get your reader to open the mail. Dimensional mail transforms your piece into “A” pile mail — the kind that readers are eager to open right away. Its uniqueness arouses curiosity, so recipients forced to open and read it.

Standing Out and Creating Engagement

In a world with way too many marketing messages all competing for attention, people appreciate being entertained and engaged. Dimensional mail offers an engaging experience that demands attention and encourages recipients to spend more time with your message. Busy hands create response and money in your bank!

Applicability Across Audiences

Some may believe that dimensional mail is too gimmicky for certain audiences or industries. However, evidence shows that it is effective in both business-to-consumer and business-to-business contexts. People, regardless of their professional status, respond positively to creative and personalized marketing efforts.

Cutting Through the Clutter

With the overwhelming amount of advertising today, it’s crucial to make your message stand out. Dimensional mail breaks through the noise by offering something unexpected and tangible, compelling recipients to pay attention.

Top-of-the-Stack Visibility

Lumpy mail claims the top spot in the mail stack thanks to its distinct shape and size, making it the first thing people see. This prime position grabs attention immediately and boosts the chances your message gets noticed and acted on.

Longevity and Shareability

A well-crafted dimensional mail piece can have lasting impact. Recipients may share it with others, extending the reach of your message beyond the initial audience. You can easily get a 2x, 3x, even 4x increase in attention by using dimensional mail.

Cost Considerations

While dimensional mail can be more expensive to produce and send, the potential for higher response rates often leads to a better return on investment. It’s essential to weigh the increased costs against the potential benefits to determine if it’s the right strategy for your campaign.

Using Dimensional Mail as a “Freemium”

Including a free, tangible item in your mail—known as a freemium—can create a sense of obligation in the recipient to respond or engage with your message. This tactic leverages the principle of reciprocity, enhancing the effectiveness of your campaign.

The Importance of a Quality Mailing List

No matter how creative your piece is, choosing the right list is vital. Investing in a well-researched and targeted mailing list is crucial to maximize the effectiveness of your campaign and giving you the best shot at success.

Benefits of Dimensional Mail

• Increased Order Size: Encourages larger purchases.
• Lead Generation: Attracts potential customers.
• Customer Reactivation: Re-engages inactive clients.
• Event Promotion: Drives attendance to events.
• Referral Stimulation: Encourages word-of-mouth marketing.
• Purchase Frequency: Motivates repeat business.
• Trade Show Engagement: Attracts qualified prospects.
• Advertising Response: Enhances responses to other marketing efforts.
• Grand Openings: Generates buzz for new locations.
• Prospect Conversion: Turns leads into customers.

By incorporating these ideas into your marketing strategy can significantly enhance engagement and response rates, making it a valuable tool in today’s competitive landscape.