Working Together Can Make a Difference
I would expect that we have probably worked closely with many of the readers of this post, examining size and packaging options for various direct mail pieces. It always feels great when you can make a difference on a marketing project, by contributing towards creative and providing cost-effective solutions for different types of DM (direct marketing) campaigns.
I think we would probably all agree that strong creative is one of the key requirements for successful direct marketing. But what is “creative”? Things like persuasive copy and attractive visuals probably spring immediately to mind, but we can’t overlook the importance of the physical design – shape, dimensions, weight, and even the materials used to create the piece – all of which can really help it to get noticed.
Often, being truly creative in this area is not so much a matter of thinking outside the box as it about thinking beyond the rectangle, and that can actually be a lot of fun.
A prime example of this is our Roundcard mailer, which is essentially just what it sounds like – a round postcard that can be mailed as both Addressed and Unaddressed Admail. It’s unique shape certainly makes it stand out from other mailers and has been turning a lot of heads recently.
There are any number of different things that you could do, different shapes you could try. If you do decide to delve into the world of uniquely shaped mailers, however, please remember that different Canada Post products have different rules and specifications for what you can and, perhaps more importantly, cannot do (without what are often show-stopping financial consequences). Products you might consider are Addressed Admail, Dimensional Addressed Admail, Unaddressed Admail, Lettermail, and occasionally parcel services, which we have used very effectively on some campaigns.
If you know Highland Marketing we hope that you are also aware of how we are continuously at work with Canada Post, frequently delving into the gray areas for further clarification of what we can and cannot do. And, we also document the caveats.
So, if you have not tried it before, we encourage you to add the novelty of shape to your creative efforts. Just be advised that oversights in this area can prove costly. If you need help or guidance in this area, the Highland Marketing team is always available to work with you. Together, we can make a difference in the physical appeal of your direct marketing programs.
