Sending out a dimensional mail piece is the best way to grab the attention of a target audience, an industry expert has advised.
According to John Brogan, executive creative director at Catalyst Direct, marketers should ensure that their marketing content is dimensional, relevant and enaging.
Writing on DM News, he suggested that the best marketing communications are the ones recipients really need, even if they don’t know it yet, so marketers should design their content to make sure it opens the door to offers recipients are yet to consider.
Mr Brogan also highlighted the benefits of product sampling such discount coupon inserts in morning newspapers which are “simple, immediate and unexpected”.
He also recommended the use of boxes which stand out from letters and postcards and encourage engagement.
“My team has created dimensional mailings both as big as a boombox and as small as a box of wooden matches,” Mr Brogan commented. “The one thing they have in common is that they engage the recipient and they work.”
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