According to many direct mail pundits there are 3 golden rules that all direct mail campaigns should aspire to. It is sometimes referred to as the 333 rule. Here’s how it goes:-

1. Your mailer ought to be sent in a pack that sticks out in a crowd. Put simply, it ought to be easily spotted in your customer’s daily stack of business mail. The reason for this can be that, allegedly, it offers just 3 seconds to get noticed before it becomes “just another bit of mail”.

2. The contents of the pack, ie the main mailing piece, needs to be an attention-grabbing, interactive item that keeps your customer intrigued for about thirty seconds. Apparently, that is the minimum period of time that it takes for your customer’s attention to be interested in your sales message.

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


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

The sort of promotional mail that fits the above bill is sometimes called “dimensional marketing” which covers numerous direct mail options but basically, all this means would be that the mail isn’t flat. It is much better to obtain mail which has some bulk with it. There is a much greater sense of anticipation if the mailer feels like there’s a present inside. However, not all marketing budget can stretch to mailing out an expensive gift as it’s not only the cost of the gift that might be prohibitive however, there is also the expense of the postage to consider.

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

By doing a maximum of applying a little imagination and adding a couple of die-punched hols inside the top of the mailer you can transform your pop-up right into a desk top pen holder that is certainly sturdy enough to last for at least one year. I actually have one on my own desk that has been there since Christmas 18 months ago!

Which means that your company name and product will be right there on the desk in front of gctnyu customer long following the initial mailing did its job.

Pop-up mailers come in a variety of shapes including pop-up houses, pop-up cubes, pop-up balls and pop-up boxes; all of which can simply be adapted to be pen holders. These products provide a very flexible and versatile approach to improve your odds of direct mail success!

These goods are available from many sources and many countries have a minimum of 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 they won’t be hard to discover with an internet search engine.

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