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Being Direct: How to Use Promotional Products to Get Your Mail (and Your Point) Across

You might think that in today’s digital age, direct mail marketing would have made a quiet exit by now. Not the case. But, in fact, it continues to be one of the more powerful tools in a marketer’s toolbox. Just look at the numbers: between 2015 and 2016, direct mail customer response rate increased by 43%, while prospect response rate increased by 190%! Not only that, but direct mail also has a higher ROI than both paid search and online display ads.

That said, the success of any direct mail campaign depends, first and foremost, on a recipient opening what you send them. Here are a few ways to make your mailers more appealing to recipients with — you guessed it — promotional products.

Make an Impact with the Imprint

Think of promotional items as gifts — from your brand to your prospects. And, as with all (good) gifts, the best promotional times are the ones that come from the heart. That means when brainstorming products, everyday household objects sent with the right intention and the signature touch can serve as star contenders for direct mailing campaigns. In other words, you don’t need to send over a branded Mona Lisa to build a connection.

Consider cleaning cloths, or imprinted magnetic reference cards like calendars or measurement tables. These items make great refrigerator decals, as well as decorations, and who hasn’t forgotten from time to time how many cups are in a quart? These items come in handy in any kitchen, and even when they’re not being used, they’re always around. Also, don’t overlook the favorites, pens or toothbrushes, which are typically in short supply, and always appreciated. Whatever item you choose, make sure to elevate it with a prominently imprinted brand logo, and send it off with good vibes.

Send in Step with the Seasons

Every season is different (even in sunny Southern California), and the same should go for your promotional mailers. Adding a signature layer of seasonal customization to your direct mail offerings will help make them more memorable. For the holidays, consider sending out a branded tape dispenser — as tape always seems to run out at the holidays, just when you need it most. Or, if you can get hold of a local sports calendar, print out a team’s upcoming season for the fans at home.  

Try the Promotional Future on for Size

Even though direct mail is a traditional approach, that doesn’t mean you can’t adapt it to the times. To take a leap into the promotional marketing future, and break the direct mail mold a bit, send promotional products that require a little DIY. Items in this category require a little bit more assembly from recipients than, say, plugging a USB into a power bank, so they’re a great way to encourage users to interact with your brand. Items that fold into toys are perfect for distributing to households with children; and messages that change in the light can help catch a recipient’s eye.

It’s easier than you think to get creative with your direct mail campaigns — simply make sure you have a promotional products expert to help (wink, wink).Start enhancing your brand today in as little as 10 minutes, and connect with one of our marketing consultants by calling (313) 432-0300 or clicking here to set up an appointment.

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