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You’ve Got Mail (or Do You?)!

You’ve Got Mail (or Do You?)! published on No Comments on You’ve Got Mail (or Do You?)!

Remember that audio prompt from the early days of AOL? Boy, how things have changed…and how e-communications have inundated the marketing mix. And it’s not just email anymore. It’s Facebook and Twitter and all the rest of social media.

But for now, at least, email still seems to reign. Not fully great or remotely tangible, yet it remains a viable advertising option…uh, somewhat.

Email is fast, cheap, and easy. Heck, in per-addressee cost, you can blast out all sorts of messaging for 1/10th a penny on the dollar, compared with traditional direct mail promotion costs.

Does it work, though? And do its social media cousins work for your business?

Maybe yes, maybe no. Depends on way too much to detail here (e.g., market, product, offer, audience, locations, et al.).

The thing is though, where’s the memorability? And more on that, where’s the “openability”?

Think about the latter.

How many emails do you get each day that if they don’t automatically go to your Junk or Spam folder you then delete without reading? If you’re like me, the answer is plenty.

Yet if you’re like too many advertisers, you don’t see the disconnect when you look at how to promote your product or business. You generally ignore all the unsolicited e-come-ons that try to cram your Inbox, but you often turn to using the same kind of uninvited emails to advertise your offerings. Do as I say, not as I do?

This then leads us to tangible advertising…and the programs that can and do make them work. And that raises the issue of “surprise” and, more importantly, “curiosity.”

Be honest here. Are you ever surprised to receive some e-pitch? And are you ever curious enough to open the email or, even worse, click on some embedded link (yep, the fear of being hacked cannot be downplayed)?

Now what if snail-mail (or FedEx or UPS) delivers an envelope or box that obviously contains something dimensional? Do you “delete” it into the circular file? Or do you open it, if only to see what the heck is inside?

And if you do open it – like the average person most certainly will – do you then toss the enclosed item in the trash bin? Or do you keep it, whether or not you care diddly about the offer, pitch, etc.?

Chances are that you keep it, even if the promo item is stupid-laughable. But you still keep it, and therein enters “memorability” for the advertiser…and memorability that derives from the openability of the mailing.

Direct marketing experts will tell you that the #1 challenge in any direct mail promotion is to get the target to open the mailer. A dimensional marketing program can get those mailings opened and, yes, remembered.

Every day 24/7, you’ve got email. Ditto for your customers and prospects, and ditto for the ease of hitting .

But an actual physical envelope that has something “lumpy” inside? Would you trash it without opening the package? Would your targets do likewise with this new-is-old-is-new-again version of “You’ve got mail”?

Marketing odds

IT’S AS EASY – AND COMPLICATED – AS 1-2-3!

IT’S AS EASY – AND COMPLICATED – AS 1-2-3! published on No Comments on IT’S AS EASY – AND COMPLICATED – AS 1-2-3!

Marketing odds

The true power in promotional products is not just in their keepability or getting the “envelope” opened, it’s equally (if not more so) in recognizing a concomitant dimension to dimensional marketing. That “dimension” is the all-important 1-2-3 punch of a properly developed and executed program.

During my career, I’ve seen far too many advertisers who send out one dimensional marketing mailer and…uh…that’s it. Then they wonder why their investment hasn’t paid off.

The inescapable truth is that, with few exceptions, a one-trick pony won’t win the race. A single dimensional marketing mailer might get some response, sure. But direct marketing statistics show that a follow-up piece typically produces twice the response of the first mailing…and a third in the “series” generally generates even  more.

It’s like the old adage of how to craft a speech: Tell ‘em what you’re going to tell ‘em, then tell ‘em, then review. A similar 1-2-3 philosophy applies to dimensional marketing.

Consider the game of poker. You’re playing draw poker, and you pull a hand that holds a single ace. All the other cards are disconnected and unsuited. You keep the ace, depending on how you’re reading your components, and then ask for four cards.

Or do you just fold?

One ace holds small promise, buy maybe you feel lucky.

On the other hand, what if you’re dealt three aces? Odds are that you’re holding a winning hand, and so you bet…as you should.

Welcome to professional dimensional marketing. Why would you bet on a single ace when you know that three aces can win…and in that, why would bet on just one ace when, in terms of dimensional marketing, you can increase your odds by going for and, in this case, assuring a threesome?

And hey, even a pair of aces is trumped by three deuces, eh?

Alright, there’s no way you can assure that if you draw four cards to an ace, you’ll get three of a kind. But if you hold only one ace, why would you think you can luck out and get two more aces?

In a game of 5-card draw, no skilled poker player would ever hold an ace and ask for four cards. The odds of being dealt two more aces are about the same as those for winning a Power Ball lottery.

In that respect, then, why would think that a single dimensional mailer would fill out your sales opportunity hand?

We thus come back to 1-2-3…and the dimensional marketing concept.

One promo product mailer may seem good. Yet a second and then third dimensional marketing package will, statistically speaking, do so much better for your response rate, your R.O.I., and your leads/sales success.

A 1-2-3 repetition of messaging – and with relevant dimensional marketing products – will go far to produce profitable results from your investment. A one-hit-and-done won’t generate the results you seek.

No guarantees that a single promo product mailer will or won’t work. But wouldn’t you prefer to play your marketing hand with three aces from the initial deal?