If you follow the pulse of the marketing mail industry, you’ll have heard plenty about the Top 50 Mailers moving to high-end, highly interactive direct mail pieces using materials like EnvyPak™ USPS-approved polypropylene. How can you dominate your market with interactive tactics before your competitors do?
- Turn opening your mailpiece into an event. What if your email subject line were a personalized, colorful poster? That’s the kind of power you get with custom-printed, truly interactive direct mail. Full-color print alone is potent, but printing on clear plastic allows you to playfully reveal what’s so exciting about your contents inside.
- Win big with a smaller list. Mail and the digital sphere are no different: you can either waste resources on uninterested recipients, or you can use rigorous targeting to double down on the most promising targets. Now you can affordably show your audience that you understand their specific pains.
- Pair creativity with value. When you match interactive design with a relevant offer, you finally have an irresistible mailpiece on your hands. “There is a huge difference in the performance of mail pieces that use color, irregular sizes and novel construction,” said Postmaster General Patrick Donahoe in September. “People react to great mail pieces. All of these strategies are focused on creating a more valuable experience for the receiver of mail – and that makes mail a more valuable tool within the marketing mix.”
Make responding effortless. When LG set out on its cell phone recycling campaign, EnvyPak made the recipient’s response painless. Each envelope had a perforated compartment which allowed the recipient to seal up a phone and drop it right back in the mail. Not only can you appeal to more than one response channel, but you can make the response itself easy, obvious, and even fun.
- Test and test again. Want to see whether interactive direct mail envelopes can make an immediate difference for your campaign? Call EnvyPak to order your first test run today.
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