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In accordance with many direct mail pundits there are 3 golden rules that all direct mail campaigns should aspire to. It is usually known as the 333 rule. Here’s how it goes:-

1. Your mailer ought to be sent in a pack that stands apart in a crowd. In other words, it needs to be easily spotted within your customer’s daily stack of business mail. The reason for this can be that, allegedly, it offers just 3 seconds to have noticed before it becomes “just another piece of mail”.

2. The items in the rest, ie the primary mailing piece, needs to be an attention-grabbing, interactive item that keeps your customer intrigued for about 30 seconds. Apparently, this is the minimum amount of time that it takes to your customer’s focus on be attracted to your sales message.

3. Your real sales message needs to be concise rather than too wordy as your customer will spend will no longer than 3 minutes on the whole mailer before putting it aside to look at another item of Memo Clip.


It doesn’t sound very long, will it, and yet if you think about how long you yourself actually spend taking a look at promotional mail you will realise that if your mailer achieves these goals then it’s doing pretty well. The majority of the promotional mail i receive is very unimaginative that many it is consigned towards the waste bin in nanoseconds – particularly single-sheet flyers.

The type of promotional mail that matches the above bill is often referred to as “dimensional marketing” which covers numerous direct mail options but basically, all it means is that the mail isn’t flat. It is much better to obtain mail which includes some bulk with it. There is a much greater feeling of anticipation when the mailer feels like there’s a present inside. However, not all the marketing budget can stretch to mailing out a costly gift as it’s not only the expense of the gift that might be prohibitive however, there is also the cost of the postage to take into consideration.

So what is the solution? Well, one viable option could be presented but sending an interactive pop-up mailer. The item is made from card and so it won’t weigh too much which will help to help keep postage costs manageable. Pop-up mailers easily attain the 333 rule as described above why stop there? With some bit of thought you can have the marketing impact of any pop-up mailer last a lot longer that 3 minutes 33 seconds.

By doing no more than applying a little imagination and adding a couple of die-punched hols inside the top of the mailer you can transform your pop-up in to a desk top pen holder that is sturdy enough to last for around 12 months. We have one in my desk that has been there since Christmas 18 months ago!

This means that your company name and product is going to be right there on the desk before gctnyu customer long following the initial mailing has done its job.

Pop-up mailers come in a number of shapes such as pop-up houses, pop-up cubes, pop-up balls and pop-up boxes; all of which can easily be adapted to be pen holders. These products offer a very flexible and versatile approach to improve the chances of you direct mail success!

These kind of goods are offered by many sources and most countries have at the very least four to five suppliers from which to choose – mainly printers with cardboard engineering skills. One particular company is Whitney Woods with websites in lots of countries so that they won’t be hard to locate on an online search engine.

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