Endless Fun With Direct Mail

We all know that if your mail piece doesn’t get looked at, it’s not going to be effective. Create a fun and entertaining mail piece by taking a normal folded piece and creating a whole new look with endless folds. These go beyond visual stimulation by requiring recipients to touch and manipulate the piece.

endless folds fun direct mailWe all know that if your mail piece doesn’t get looked at, it’s not going to be effective. Create a fun and entertaining mail piece by taking a normal folded piece and creating a whole new look with endless folds. These go beyond visual stimulation by requiring recipients to touch and manipulate the piece. It creates a sense of curiosity on what they will find after each fold is turned. By endless folds, we mean that your customers or prospects open the first set of folds that leads them to the next set and the next and so on. This can be a hard concept to visualize so check out this video.

As you can see, you have the opportunity to showcase your product or service in a very unique way. Endless folds are not commonly done, so your piece will stand out and be remembered, as well as shared with others. In most cases, people will go through the entire set of folds multiple times because it is such a fun and curious experience. This type on physical interaction is not possible with digital marketing channels, so when you add endless folds to your direct mail in conjunction with other marketing channel efforts, you are able to more effectively communicate your message.

Don’t let your direct mail pieces be overlooked. Adding special features like endless folds enhances the appeal to your prospects and customers. This increases your response rates. These are cheaper to produce and mail than dimensional pieces, so they can be a great cost effective alternative. The best part about using endless folds is that it allows you to incorporate more information about your product or service in a fun way. Get creative with your messaging so that you generate interest as well as enjoyment.

Another great benefit is that the USPS has a program called the Tactile, Sensory and Interactive Mail Piece Engagement Promotion. It runs Feb. 1 through July 31, 2017. You earn a 2 percent postage discount. This is for Standard and Nonprofit letters or flats. Print elements can be incorporated into direct mail to engage a multi-sensory experience through special visual effects, sound, scent, texture/tactile treatments or even taste. In addition, interactive features such as pop-ups, infinite folds or other dimensional creations also qualify — try this out and save on postage!

Not sure you are ready for endless folds, but still want to change up the way you fold your pieces? Check out these examples of what you can try. There really are a lot more folding options available to you that many marketers are either not aware of, or have not had time to consider. Do something different on your next direct mail campaign and see what results you get. Talk with your mail service provider for some ideas and what layout will work best. Don’t be afraid to try something new, it may end up being the best thing you ever did.

Author: Summer Gould

A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: summer.gould@eyecomm.org, on LinkedIn, or on Twitter @sumgould.

One thought on “Endless Fun With Direct Mail”

  1. Multi-fold mailers are a great way to create involvement (and for us copywriters, a lot of fun to write), but it’s critical that they are written and designed in a way that really builds interest and desire and leads your prospect or customer to a strong call-to-action. I would also strongly recommend testing against a standard letter package if you have the quantities and budget.

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