Is Your Direct Mail Trustworthy? 6 Ways to Make Sure It Is

Direct mail is a very popular and effective marketing channel. According to MarketingSherpa, 76% of people trust ads they receive in the mail. But do they trust yours? If you are not getting the expected response rate on your mail pieces, you could have a trust problem.

Direct mail is a very popular and effective marketing channel. According to MarketingSherpa, 76% of people trust ads they receive in the mail. But do they trust yours? If you are not getting the expected response rate on your mail pieces, you could have a trust problem.

There could be many reasons why your direct mail piece is not trustworthy. In order to get the best ROI, here are some key things to focus on as you design and write copy for your direct mail campaigns.

  • Testimonials  Real reviews from real people make a big difference. Be sure to use reviews that are clear and specific, as they are more believable. Make sure to include their names and, if possible, pictures. Of course only include ones that are relevant to what you are selling on your mail piece.
  • Cluttered — When you provide too much information on your mail piece, it can be confusing. People like skimming, so make it easy for them to understand what you are saying. You don’t want them to feel like you are hiding something in all of that extra copy. Bullet points and bolding will help highlight the most important information.
  • Content — Be direct and specific with your headlines, calls to action, and copy. Be realistic with your statements and promises. Authentic and direct messaging is the best way to build trust. Do what you say and say what you do. Under-promise and over-deliver to build customer loyalty.
  • Dated  Are you writing new copy for each campaign or are you picking up old copy? Check your copy for out-of-date wording. These days, information is changing very quickly. Your copy needs to change, too.
  • Fonts — Your choice of fonts matter. Fonts that are hard to read or super small sizes elicit suspicion. Use easy-to-read fonts. This does not mean you have to stick with Arial or Helvetica; you can still be creative with easy-to-read fonts. Do not use all caps. While it is OK to use smaller font sizes for less important information, there is no reason to use a 6pt font size on your direct mail.
  • Images — Are you using images with just your product in them, or are you using images where people are using your products? People relate to other people; make sure that you use images that include people.

Clear and compelling messaging is necessary to make the right impression. You only have a few seconds before you end up in the trash.. Your message is your brand promise; it cannot be vague and open to interpretation. This also includes over-promising or using bait-and-switch tactics. These things leave a very bad impression about you and your products or services.

People buy from people and companies they trust. Are you one of them? It’s not just what you say on your mail pieces, it’s how you say it that matters most. Honesty is the best policy, so stick to the golden rule. The colors you choose affect your prospects’ and customers’ moods, so make sure you are using the correct colors to go with your message. Not sure what the colors mean? Check out the colors post. Now you are set to create the most effective direct mail campaigns.

Empower Your 2020 Political Direct Mail With These Tips

It’s that time again for political direct mail planning. Are you the one planning to win your election? Did you know that a USPS commissioned survey in 2018 found that 68% of voters believe direct mail to be the most credible source of political outreach?

It’s that time again for political direct mail planning. Are you the one planning to win your election? Did you know that a USPS commissioned survey in 2018 found that 68% of voters believe direct mail to be the most credible source of political outreach? (Opens as a PDF) You need to build a strategy that raises awareness, builds a following, and motivates voters. What is the best way to do that? Using a combination of direct mail, social media, Google ads, and YouTube ads to engage voters both offline and online will enhance your results.

Because 73% of Americans prefer the first contact to be by mail, you need to be in the mailbox before early voting ballots go out. Are you prepared with a realistic timeline? You should also know that 55% of voters use mail to decide how to vote. If you are not in the mailbox you are missing out on a huge opportunity. Yes, direct mail is expensive, but it more than pays for itself with big ROI.

So what should you include in your mail piece?

  • Stance on important issues
  • Contrast with an opponent
  • A list of endorsements
  • Important voting information, such as deadlines
  • A picture
  • Color
  • Personalization

You may think that the best way to win is to mail to every registered voter. But really, your best bet is to mail to only active voters. These are the people who will mail in ballots or show up at polling stations. You need to convince them to vote for you: Do not waste your money on the others. What size mailer should you send to them? Use a large piece, such as an 9 x 12, because oversized pieces have been shown to increase response rates by 10.4%. They really stand out in the mailbox.

As you are designing and writing copy, keep in mind that your text should be concise and easily scanned. The best designs use bolding, italics, color, and contrast to draw the eye to important content. The easier you make it for people to quickly understand what you are saying, the more effective your mail piece will be. Direct mail is better understood, remembered, and acted upon when you use best practices. After you design a piece, send a PDF to your mail service provider to review for potential postal regulation issues before you print. You do not want to waste money on postal penalties.

Remember, unlike a business that sells products or services, which has the ability to sell them over a long period of time, political mail needs to convince people quickly to either support or not to support a candidate or a proposition. You can also add texture to your mailers to give people a reason to hold your mail piece longer. A very popular one is the soft touch coating, which feels like velvet. People can’t help but pet the paper. Lastly, make sure that you use personalization on your mail pieces. It makes people feel more important and makes your message more personal to them. Are you ready to get started?

8 Direct Mail Enhancements, Other Than Paper, Finishing, Coating

Enhancing your direct mail through paper, finishing, and coatings are great, but there is one more category to discuss. And Part 4 in this series is about “other” direct mail enhancements.

Enhancing your direct mail through paper, finishing, and coatings are great, but there is one more category to discuss. And Part 4 in this series is about “other” direct mail enhancements.

So why use these things in your direct mail? The special effects of enhancements change the appearance, dimensions, and texture of your mail piece. They are beautiful and eye-catching, so that they draw attention to your message and increase your response rates.

So what are some options to consider in beyond paper, finishing, and coatings?

Other Types of Direct Mail Enhancements

  • Die Cuts: There are many options for die cutting, based on your design and desired effect. Make sure to consult with your mail service provider on postal regulations if you are sending a self-mailer. Create something really fun.
  • Maps: If you are trying to drive traffic to a store location or event, use personalized maps to show your prospects and customers how to get there. The easier you make it, the more likely they are to attend.
  • Informed Delivery: The post office has this program that sends emails to people who sign up every day with images of the mail pieces that they will get that day. You can include a web link with the image of your mail piece so that people can start shopping right away.
  • Personalization: Personalization of offers is an easy way to enhance the effectiveness of your mail pieces. When you send someone a special offer tailored to them, you drive response.
  • Augmented Reality: This is a really powerful and engaging enhancement for direct mail. You can make your mail pieces come to life when your prospects or customers scan the piece with their smartphone. This is only limited by your creativity and your budget. Imagine what experience you could create.
  • Video: You can include a video screen on your mail pieces to provide an enhanced way to share your message and create a little fun. Keep them no longer than 3 minutes and make sure they are not just informative but also entertaining.
  • Social Media: When you run social media ads for your mail list on Facebook or Instagram in conjunction with your mail pieces, you increase your response rates. Of course, they need to have the same offer and general design to be recognized as part of the same campaign.
  • Google Ads: Just like with social media ads, Google ads help increase response rates. You target only the people on your mail list by appending IP address information to it.

These are just some of the things you can do with your direct mail to enhance your ROI. When adding these enhancements, you increase the value of your mail piece and make a better impression. What we touch shapes what we feel, so how are you making your prospects and customers feel? Use enhancements to create a better experience.

One thing to keep in mind as you add enhancements, you increase the production time of your pieces. So make sure to add extra time into your schedule. Make the best impression with your next direct mail campaign and see your ROI increase. Are you ready to get started?

Direct Mail With Coatings Is Enhancement Strategy Part 3

The last couple of times we discussed how paper and then finishing can enhance your direct mail ROI. Now, it’s time to look at enhancing direct mail with coatings.

The last couple of times we discussed how paper and then finishing can enhance your direct mail ROI. Now, it’s time to look at enhancing direct mail with coatings.

Coating technology has really come a long way; there are a ton of options now! Coatings also protect your mail pieces as they travel through the mail stream — so that when your prospects or customers get them, they are not all scuffed up. So let’s look at some options.

First, there are some different types of coatings used for direct mail; they are UV, Aqueous and Varnish. UV coatings are cured by exposure to ultraviolet light to quickly dry and harden, as well as provide a highest-gloss finish. You would not want to use this on folded pieces, as the coating may crack. This can also have another challenge for mail pieces — when you plan to inkjet on the addresses, the ink does not dry on UV coatings. Aqueous coatings are pretty common for direct mail pieces. They are clear and a fast-drying, water-based coating. You can get a high-gloss or matte finish. Aqueous coating is more environmentally friendly than other coating options. Varnish coatings are basically clear ink. They come in gloss, satin, or matte finishes. This coating also causes issues for inkjet addressing.

Fun options to try on your mail pieces:

  1. Soft Touch — This creates a velvet feel to your mail piece. It is so soft, your recipients will feel compelled to pet it.
  2. Scratch-Off Coatings — These coatings are commonly silver or gold, but do come in other colors. These can be used for more than just a “see if you win” scenario.
  3. Step Tex — A raised UV for the embossed look, without the impression on the back side of the piece.
  4. Sandpaper — A sandpaper or grit-like texture with a rough tactile feel. The more tactile you make your mail piece, the bigger the impression you will make.
  5. Etch Coat — A very fine patterned coating with many options.
  6. Glitter Coating — A large glitter flake, where the color is influenced by the ink underneath it. There are various colors and pearlescent effects available.
  7. Metal Flake Coating — These are extremely fine metal flakes that are similar to auto paint, with many color choices.
  8. Glow in the Dark — These are high-gloss coatings that will glow in the dark.
  9. Tinted Coating — These are optically clear-color coatings, with many color options.
  10. Colored UV — These come in multiple colors, including white.
  11. Thermochromic — These are temperature activated coatings that come in multiple colors, which turn clear when heated.
  12. Photochromic — These are clear and are activated by sunlight to change color.
  13. Chalkboard Coating — These are available in black or clear, they emulate a chalkboard surface, which can be written on with standard chalk.
  14. Scented Varnish — There are many scents to choose from, which are realized when rubbed. So this works best on pieces inside of an envelope or on the inside panel of a mailer. It does not work well on a postcard.

As you can see, there are many coating options you can choose from to enhance your mail pieces. And you can use more than one at a time.

When you are in your design phase, take into account what coatings you would like to use to make sure you not only have the room — but that the design files are built correctly for the affects you want. Your print service provider can help guide you on the files. The most effective use of coatings on direct mail pieces are tactile and draw attention to your specific message. The better you integrate the enhancement element, the more your message will resonate and drive response. Are you ready to get started?

Direct Mail Finishing: Enhancement Strategy Series, Part 2

Last time, we discussed how paper can enhance your direct mail ROI. Now, it’s time to look at enhancing it with direct mail finishing. So what is finishing? Finishing is all of the activities that are performed on a direct mail piece after printing. They include binding, die-stamping, embossing, and laminating.

Last time, we discussed how paper can enhance your direct mail ROI. Now, it’s time to look at enhancing it with direct mail finishing. So what is finishing? Finishing is all of the activities that are performed on a direct mail piece after printing. They include binding, die-stamping, embossing, and laminating.

These enhancements can really make your direct mail pop! Let’s look at your options.

Finishing Options

  • Binding — There are several types of binding you can choose from. Perfect binding is when pages are fixed to a cover or spine using glue. Saddle-stitching is when pages are bound with staples through the center of the spine. Side-stitching is when the staples are driven through the pages, usually parallel to the bind. The remaining options must mail in envelopes. Comb binding is when the teeth of a plastic comb are inserted into a series of slits drilled into sheets. Spiral binding is when a continuous wire or plastic coil is placed through holes drilled into sheets. Loose-leaf binding is when a set of holes is drilled in sheets, which are then inserted into binders. Finally, Padding is the binding of sheets using a flexible adhesive, so that the sheets can easily be removed
  • Foil — This can be a great way to catch attention on direct mail. There are several kinds of foil. Metallic Foil is foil that has a metallic look, such as blue, red, green, silver, gold, or bronze. Reflective metallic foils really help your direct mail stand out. Pigment Foils are colorful foils that can be either matte or gloss, but have no metallic shine. Pearl Foils are foils that are transparent and have a pearlescent shine. Holographic Foils are foils that have a rainbow effect, so that when light shines on it, the reflection back is a rainbow of colors. You can also create a holographic pattern. There are still more foil options, such as wood or marble. You can get really creative with them.
  • Embossing — This gives a 3D, or raised, effect. Embossing makes something stand out from the rest of the piece. This also engages your prospects and customers with the sense of touch. They can feel the difference.
  • Debossing — This is similar to embossing, but in reverse. Rather than the paper being raised in specific areas, it is indented.
  • Perforating — These are used to allow easy separation of two parts of a piece. This is most commonly used for easy-to-remove coupons or remit slips. There are options on how large you want the perf and how easily you want it to tear off.

Each of these different finishing options really adds a pop to your direct mail piece that will not only get attention, but also create a fun experience for your customers and prospects. Make sure that you are using them to enhance your message; just adding them onto a mail piece to get attention without tying it all together is not effective. When you combine these finishing techniques with special papers, you can really create a special mail piece. Next time, we will discuss special coatings that can be added to your mail piece design. Are you ready to get started?

Direct Mail Enhancement Strategy: Part 1, Paper Stock

In order to create direct mail that enhances your ROI, you need to come up with a strategy to get attention. There are so many choices for direct mail enhancement strategies. In this series, we will highlight many of the options and, hopefully, spark ideas for your next campaign.

In order to create direct mail that enhances your ROI, you need to come up with a strategy to get attention, as well as offer products or services that are relevant to your audience. There are so many choices for direct mail enhancement strategies now, it can be hard to decide which one will work best. In this series, we will highlight many of the options and, hopefully, spark ideas for your next campaign.

There are four categories to discuss: paper stock, finishing, coatings, and other enhancements. We will break this into four posts, so that you can get more details. Let’s start with paper stock.

Paper Stock

The paper you use is a critical element in the appearance of your direct mail. It can help your mail piece stand out and convey your message.

There are three areas of difference between types of paper: finish, weight, and opacity.

  • Finish refers to the texture and appearance of the paper.
  • The weight of paper refers to its thickness and is measured in pounds, so the higher the number, the thicker the paper.
  • The opacity of paper is determined by its thickness and ink absorbency. Opacity is important, because it affects how much ink will show through on the reverse side of your piece. If a paper is not opaque enough, images printed on another side may show through. This makes reading text impossible, causing your mail panel to be too dark for automation postage rates. Paper with a high degree of opacity is better-able to prevent dark images from showing through. Complete opacity is 100%, and complete transparency is 0%, so take that into consideration when choosing your direct mail paper.

Generally, glossy papers are used for brochures, product sheets, catalogs, posters, postcards, and fliers. Uncoated stock is best for letterhead, envelopes, newsletters, and inserts. Let’s look at the options.

  • Finish: There are five options here: “Coated” is a paper with a waxy finish that can be shiny or matte on one side or two sides. “Uncoated” is a paper with an untreated surface that is dull and unreflective. “Wove” is a smooth, uncoated surface. “Laid” is a paper that is manufactured with textured lines on its surface. This finish is used mostly for business stationery elements, like letterhead and envelopes. “Linen” is similar to a laid finish, but this paper has textured lines on the surface of the sheet that are finer and more regular than those that appear on a laid finish stock. This paper is also frequently used for business stationery.
  • Text: This kind of paper can have a coated or uncoated finish. These lightweight papers are often used for publication interiors, sell sheets, and letters. The most common text weights are 50# – Standard light weight paper, 60# – One grade heavier than standard, 70# – thicker and less transparent, 80# or 100# are pretty thick. But depending on what you want to mail, they may be a good choice. Keep in mind that if you are choosing a text stock for a self-mailer, you need to be at 80# or more to withstand the mail equipment without tearing.
  • Bond: Bond papers are used for letters and generally must be able to run through laser printers. The most common stocks are: 20# – A standard weight paper, 24# – The preferred weight for most business papers, 28# – Heavier paper, less frequently used for letters, but commonly used for envelopes.
  • Cover: These stocks are heavy in weight and, therefore, more rigid; which makes them harder to fold. These papers are generally used for publication covers, self-mailers, and postcards. They can have coated or uncoated finishes. Common weights for cover stocks include: 65# – A lightweight cover stock most common for self-mailers, 80# – Slightly heavier than 65#, works well for report covers, 88# – Heavier than 80#, but still considered a lightweight cover, 100# – Mid-weight cover and is common for postcards, 120# – considered a heavyweight cover. You do not want to fold this one, so stick with postcards.

As you can see, there are a lot of options, and even more than I listed. There are a few other things you should know. Glossy paper stock with a shiny finish looks great. This stock is popular for self-mailers, postcards, fliers, and inserts. Matte text is a non-gloss finished paper. This paper is often used for newsletters, catalog pages, fliers, and self-mailers. Keep in mind when you are sending letters in envelopes, you should match your letter stock and envelope stock for a more professional look and feel.

Paper choice is really important to your direct mail design, because some designs look better on glossy stock while others do not. Your paper should complement your design and message, if you are selling high-end items, purchase high-end paper. Your prospects and customers can feel the difference. Are you ready to get started?

4 Ways to Cultivate an Effective Direct Mail Experience

What direct mail experience do your customers and prospects get when they receive your mail pieces? The first moment when they touch and interact with your mail piece is the moment when you either get a second look or get tossed into the trash.

What direct mail experience do your customers and prospects get when they receive your mail pieces? The first moment when they touch and interact with your mail piece is the moment when you either get a second look or get tossed into the trash.

How many of your pieces are going into the trash? Probably more than you think, especially if you are sending to prospects who do not have a history with you. How can you turn your direct mail into a positive experience for prospects and customers?

4 Ways to Improve the Direct Mail Experience

  1. Personalization — This is more than just using a name: your offer, images, and copy should all be tailored to each individual and their needs. This means your data is crucial to get personalization right. You need to capture as much information about customers as possible, beyond just purchases.
  2. Touch — Direct mail is a great way to engage people with touch. There are so many options to add texture. Now, you can really make paper feel like just about anything you want it to. Tactile experiences are powerful, so take full advantage of them: Because other marketing channels are unable to give that experience.
  3. Visual — This is more than just images, it is your color scheme, and layout, too. You want to draw attention and keep it consistent with your messaging. If you are unsure of what the colors mean and how best to use them in marketing, refer to our post on colors. You can now include special effects inks to really get a pop in visual appeal.
  4. Something Different — People crave unique experiences. When you can provide something new and build curiosity around it, you have natural engagement. Get creative here! This can be augmented reality, video, die cuts, special folds, or anything you can think of.

Keep in mind that creating an experience with your mail piece is not all about entertainment, it is about engagement. The longer they spend interacting with your mail piece, the more your message resonates and gets acted upon. It is also about enhancing your message, not distracting from it. Many times, we focus too much on snazzy concepts, which take away from the message, instead of using the concept to boost the message. When you are able to integrate the experience with your message, you drive an increase in response rates.

Be bold and try something new. It does not have to cost a lot of money, but it does need to drive engagement in order to work. To maximize your potential, try personalization along with one of the other three, you will see a lift in results. Are you ready to get started?

Need Prospects? 5 Direct Mailing List Types to Help You Find Them

Direct mail is a great way to reach targeted prospects to turn them into customers, but how do you select the right prospects? There are so many mailing list options, it can feel overwhelming. Let’s look at the various list options.

Direct mail is a great way to reach targeted prospects to turn them into customers, but how do you select the right prospects? There are so many mailing list options, it can feel overwhelming.

Let’s look at the various list options.

Prospect data is marketing data that has been collected and compiled for the purpose of new customer acquisition. This data is compiled from a variety of public record sources, including deed recordings, surveys, telephone directories, self-reported and more.

5 Prospect List Types

  1. Residential/Occupant: This list is compiled from USPS intelligence carrier route-level demographics, and you can segment businesses. The purpose of this type of list is to saturate an area and have names associated with it, along with census demographics, unlike EDDM. The advantage of this list is deep postal discounts. The disadvantages are the ability to only target to the ZIP-carrier route level, there are fewer options for personalization, and it uses only postal data.
  2. Consumer: This list can be selected by demographics, psychographics, life stage, lifestyles, behavioral, new mover, new homeowner, new borrower, new connect, pre-mover, mortgage/loan, and property data. The purpose of this type of list is to target consumers at their home addresses. The advantages of this list are: controlling who receives your offer; rich demographics selects for enhanced targeting, so you can use variable data for creative optimization; you can use look-alike targeting through the use of demographic profiles; and there are multi-channel opportunities.
  3. Business: This list can be selected by contact names, job titles, company size, ownership status, square footage, own vs. rent, years in business, business expenses, credit rating, SIC, and NAICS. The purpose of this list is finding businesses and/or business professionals. The advantage of this list is you can target specific types of businesses and key contacts within them.
  4. Specialty: This list can be selected by many things. Here are some of them: automotive, hospitals, doctors and nurses, education, government, voters, clubs/nonprofits, insurance agents, pilots, realtors, churches, or pool owners. The purpose of this list is to be able to target consumers or businesses based on specific niche attributes most commonly related to occupation/profession. The advantage of this list is a highly targeted audience.
  5. Managed: This list can be selected by niche marketing, RFM, subscriber files, specific purchases, past purchases, hotline buyers, multi-buyers, responders, or donors. The purpose of this type of list is the ability to identify consumers and businesses by their actions and affinities; to benefit from RFM (recency, frequency, and monetary value). The advantage of this type of list is significant targeting.

Keep in mind that the cost of prospecting lists goes up, the more targeted you get. However, by targeting correctly, you can send fewer mail pieces to more people who are most likely to buy from you. You can save money, send to the right segment of people, and increase your ROI when you mail to the right people.

There is also the option of profiling your current customers and then finding like people in your marketplace, which we will discuss in the next article. Are you ready to select your prospect list?

Consider a New Direct Mail Strategy of Turning a ‘No’ to ‘Yes’

I read a book recently called “Never Split The Difference” by Chris Voss. It’s all about negotiating skills. It got me thinking about how some of those same strategies could be applied to direct mail.

Direct mail has been around for a long time, so there are many established strategies to get the best results. You have probably tried several of them.

I read a book recently called “Never Split The Difference” by Chris Voss. It’s all about negotiating skills. It got me thinking about how some of those same strategies could be applied to direct mail.

Direct mail is not a negotiation, but it is trying to convince people to buy from you. The better you are at convincing, the more response you will get.

So let’s take a look at one specific strategy that focuses on getting people to say “no” in order to get them to say “yes.” I know that you are thinking this is crazy. “No” is bad, and we don’t want people to say “no” to us. But hear me out. I think I can change your mind.

Why ‘No’

Simply because it works. Consider this, by allowing your prospect or customer to respond to a question with a “no,” you put them into a more confident position of being in control and decisive.

So by starting your direct mail messaging with a question that prompts a “no,” you will have more success getting a “yes” to them buying from you.

So how does this work? When people say “no,” they are now secure and confident. This leads them to take more action.

Let’s say you are a pest control company, selling your services to homeowners. To start with a “no” question, you could ask them: “Do you like ants in your house?”

Of course they will say “no.” Then you can follow up with some information about how ants get in. Then finally, finish with the real question you want them to say “yes” to; which is, will they hire you to remove bugs?

Why ‘Yes’ First Sets the Wrong Emotions

When your prospects or customers receive your mail piece, they know you are soliciting them. It’s not a big secret that you want them to buy from you. So they are already in the mindset of being wary and defensive. This is not the best mood to be in when making decisions that will be in your favor. By forcing them to answer your “yes” questions, you seed this mood within them more deeply.

In order to move them quickly to the right mindset, you should start with a “no” question. When you get someone to say “no,” you open them up to opportunities and to saying: “Yes, I will buy from you.”

In this context, “no” is a very powerful motivator.

Have you tried this tactic before? Many times, the strategy is to ask repeated “yes” questions, with the expectation that the final “will you buy from me?” question will then be “yes.”

This does work.

But starting with “no” can work better.

Because results matter, why not give the “no” strategy a try? You can run an A/B test one with your usual strategy and one that starts with a “no” question to see what works best for you. This “no” strategy scenario works for both B2B and B2C direct mail. Are you ready to get started?

7 Interactive Direct Mail Marketing Ideas

Direct mail marketing can be fun! The more interactive it is, the better your results are going to be. With all the marketing messages people see each day; you need to make your mail stand out. How are you doing that now?

Direct mail marketing can be fun! The more interactive it is, the better your results are going to be. With all the marketing messages people see each day; you need to make your mail stand out. How are you doing that now?

Getting your customers and prospects excited about your mail creation is the key to driving better response rates. There are several ways to do this; the one that is right for you will depend on your goals, your message and your audience.

7 Direct Mail Marketing Ideas to Make Your Mailings Fun and Interactive

  1. Consider 3D Mail: There are so many choices for dimensional mail. These can be expensive for postage as most are considered parcels; however, the response rates for this type of mail are significantly higher. They are well worth the postage costs.
  2. Use Cut-Outs: Create cut outs that, when put together, create fun objects: such as paper airplanes, buildings, dolls and so on. Make sure to send instructions on how to assemble your design. You can also create a special hashtag for social media sharing.
  3. Print a 3D Image: Create 3D art for the recipient to enjoy. This is a fun throwback technology. Make sure to send glasses, too.
  4. Try PopUps: These are fun and surprising for people to interact with. The recipient pulls out the piece and it pops from a flat form into a 3D one. This is usually accomplished through the use of tuck tabs and rubber bands.
  5. What About Scratch-Off or Scratch-and-Sniff? This can really be a fun one when doing contests; people like to scratch off and see what is beneath. The fun twist is when you have scratch and sniff, which works really well for floral, food, perfume or anything that smells good. It’s probably not a good idea to have them scratch a bad smell.
  6. Incorporate Augmented Reality: Bring your mailer to life with the technology of Augmented Reality (AR). This is a really great way to showcase how interactive direct mail can be. It is super cool and fun to play with. If you think this is too expensive, you are wrong. Check out Layar or HP Reveal.
  7. Think About Video: You can add video to your mailers! These have actual screens embedded into the mailers. They can launch content when the mailer is opened or when a button is pushed. These are on the more expensive side, but if you are selling a high-end item and want to really showcase it, this can be a great choice!

These ideas can spice up your mail campaigns and get your customers excited to see your mail pieces. Get creative and have fun, but remember that there are many postal regulations. So before you create your desired format, check with a mail service provider. You will want to avoid paying extra postage. What interactive and fun mail pieces have you seen or created?