Using Dimensional Mailings in Marketing Campaigns

A dimensional mailing is a direct-mail package that goes beyond a traditional letter, postcard or flat envelope. It may include a promotional product, gift, sample or other three-dimensional item packaged together with a marketing message.

Businesses can use dimensional mailings to introduce products and services, reach prospective customers, thank existing customers, promote events or support other marketing and sales activities.

What Makes a Mailing Dimensional?

A dimensional mailing generally contains an item that requires more packaging than an ordinary piece of correspondence. Depending on the campaign, the package might contain a useful promotional product, a small gift or another item related to the marketing message.

The promotional product and accompanying material should work together so the recipient can easily understand who sent the package and why it was sent.

Start With the Purpose of the Campaign

Before choosing an item, determine what you want the mailing to accomplish. The objective might be to introduce your company, generate inquiries, invite someone to an event, support a sales presentation, recognize a customer or encourage another specific action.

Once the objective and audience are clear, you can select a promotional product and message that fit the campaign.

Choosing a Promotional Product

The product should be appropriate for the recipient, message and available budget. A useful item may be a good choice for a customer mailing, while an event-related product may make more sense for an invitation or trade show promotion.

Consider the available imprint area as well. Depending on the product, a company logo and short message may work better than trying to include a large amount of information on the item itself.

Coordinate the Product and Message

A dimensional mailing works best as a coordinated package rather than a collection of unrelated pieces. The promotional product, printed material, packaging and any requested action should support the same overall message.

Consistent company colors, logos and other branding elements can also help connect the mailing with your organization's other marketing materials.

Customer and Prospect Mailings

Dimensional packages can be used for both existing customers and prospective customers. A business might send a promotional item as a customer appreciation gift, introduce a new service, recognize an anniversary or provide a useful item as part of a sales campaign.

The message and product should be selected for the particular audience rather than using the same approach for every mailing list.

Trade Shows and Event Promotions

A dimensional mailing can also be used before a trade show, conference, sales meeting, open house or other event. A promotional product can accompany an invitation or announcement and help connect the recipient with the upcoming event.

After an event, promotional merchandise may also be incorporated into follow-up or customer appreciation mailings.

Consider Packaging and Mailing Costs

Packaging is an important part of planning a dimensional mailing. Product size, weight, shape and fragility can affect the type of packaging required as well as postage and shipping costs.

These expenses should be considered before selecting the promotional product. An item that is economical by itself may become less practical if it requires oversized packaging or substantially increases mailing costs.

Plan Production and Mailing Time

Allow enough time for product production, customization, packaging and delivery. If the mailing is connected with an event or deadline, work backward from the required delivery date when planning the campaign.

Production schedules vary by product, so review the requirements for the specific promotional merchandise before establishing the mailing schedule.

Measure Your Campaign

When appropriate, include a way to track the response to the mailing. This might include inquiries, event registrations, website visits, leads, orders or another action connected with the purpose of the campaign.

Measuring results can help determine which products, messages and mailing approaches should be considered for future campaigns.

Promotional Products for Dimensional Mailings

Garrett Specialties offers custom promotional products for direct-mail campaigns, customer appreciation, event promotions, sales programs and other business uses.

If you need assistance selecting promotional merchandise for a dimensional mailing, call Garrett Specialties at 1-800-320-1510.