Shaped Mail and Personalization Increase Direct Mail Response RatesNovember 7, 2011
So what makes shaped mail so special?
“It’s just different enough and creative enough that it practically jumps out of a stack of mail. Since the goal of direct mail is to get people to read it and ideally take the next step, shaped mail definitely increases readership and helps with that process,” Jim O’Brien says.
“Everyone is looking for new, creative waysto reach their audience to sell more of their products or services. Shaped mail gets attention, which means businesses can even send out fewer pieces and achieve greater results,” adds O’Brien.
While shaped mail tends to appeal to marketers sending promotions for higher ticket items or looking for large donations, fast food restaurants and pizza joints find it works great too, especially when they include multiple coupons or other incentives that extend the life of the mail piece.
“Designers are usually surprised to find out that there really are no limits on shape, only size, and campaigns can be integrated with personalized URLs (PURLS), QR codes and other tracking systems to make it easy to evaluate interest and response. It doesn’t have to be expensive. Just about any stock image can be turned into a shaped mail piece,” Jim notes.
Customer surveys sent out by ThinkShapes prove the concept works—100 percent of respondents to a recent survey by ThinkShapes said that, based on there experience, they would use shaped mail for additional campaigns.