- Put something inside that is valuable, fun—or preferably both.
- Make the sales message simple, to the point and easy to find.
- Use a parcel delivery service rather than the USPS, if possible.
- Tie the contents into what you are selling, though you don’t always need to be literal—copy can make a strong tie-in.
- Use a standard size box if you want to minimize costs.
- Think beyond paperboard if you have the budget and really want to stand out—try wood or fabric, for instance.
- Incorporate other channels—a pURL or a QR Code on an enclosure can add more involvement and personalization.
- Demand accountability from the sales force—involve them as much as possible.
- Use a dimensional package with the intention of closing a sale—it’s a lead generator.
- Make the contents so expensive they look like a bribe, though you can get by with a bit more if your target is owners of independent businesses.
- Think that boxes are your only alternative—tubes as well as lumpy mailings or sturdy, gusseted envelopes can also work.
- Get lost in cleverness at the expense of an action-generating message.
- Do anything that would make your package look potentially dangerous or prankish.
- Forget to use a stringent pre-qualification process—dimensional mailers are too expensive to waste.
- Send more mailers than your team can follow-up with promptly.
By Larry Bauer
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