Clients and prospects will interact and remember a dimensional direct mail piece for months, even years after they receive it.

For instance, last year several hundred financial prospects received a corked bottle in the mail - without any packaging! The mailing label on the bottle didn't have a return address or any indication of who it was from.

Inside the bottle, bound by a rubber band, was a piece of paper with a message. How many of the bottles do you think got opened and had their messages read? But this company took the mystery a step further. The message read, “I’m lost. Need help, please rescue!” followed by a personalized URL address.

This strategy resulted in 46% of recipients visiting the site, far exceeding expectations.

5 Tips for Dimensional Mail Lead Generation Success
Dimensional mail can be an excellent lead generation tool if done properly. Here are five keys to focus on:

1. Aim for “Wow”. Forget mailing pens and coffee cups. Send something the your audience wouldn’t expect. Make them say “wow” when they open the package and your results will be “wow”.
2. Make the creative tie to your company. As important as the item is, the message you say needs to tie the item to your company. I once did a dimensional mail piece promoting tourism in Northern Minnesota. The box included a plaid winter had with fur ear flaps. The message was “Disneyland isn’t the only vacation where you can get a hat with ears!” The more creative the more effective.
3. Keep it simple. Dimensional mail doesn’t have to be complicated to be good. Just look at the message in the bottle idea. The goal is to get them intrigued so they take the next step.
4. Target your prospects. Dimensional mail is more expensive, so it is best used when targeting a select list of your best prospects.
5. Work closely with sales team. Work closely with sales to select recipients and pinpoint the exact decision-maker to be targeted at every prospect company.