3D Mail in Business to Business Marketing

Why Does 3D Mail Work So Well In Business-to-Business Campaigns?

Again, direct mail professionals really don’t care why something works; we just want to know if it does. And, 3D Mail works incredibly well in Business-to-Business environments. With that said, 3D Mail works great in Business-to-Business campaigns because people are people and buyers are buyers.

Businesses don’t buy anything! People in businesses buy things! And, as we said, people like to be entertained. People like to be singled out. 3D Mail is different. It stands out and it creates curiosity. 3D Mail Simply Needs To Be Opened and Read.

It Cuts Through the Clutter

Because people are overwhelmed with amount of advertising and marketing they see today, it is absolutely imperative that you cut through the clutter and boredom and give your prospects or clients something interesting and out of the ordinary.

People are so overwhelmed, that they often spend 3.5 seconds or less with information they’ve requested! If you can’t keep your message in front of your prospect, you’re done. If you think that’s bad, some studies show that business recipients throw out 48% of their unsolicited mail without opening it!

Any message that isn’t opened can never be acted on! When an envelope shows up with something inside - 3D - your client or prospect MUST open it. They simply have to know what’s inside.

The huge majority of direct mail ends up in the “B” or “C” pile (see this post on A-Pile Mail) and then the trash. It lacks the power and ability to break though the clutter. It doesn’t offer a strong incentive to act, and it doesn’t have staying power. Your mailing must have an impact!

If a Stack Doesn’t Stack, It Can’t Be a Stack

Whether at home or at the office, we all get a stack of mail every day. One sure fire way to cut through the clutter is to make sure your mailing piece ends up on the top of the stack.

If your mailing is in a regular envelope it can end up anywhere in the stack. But what if your mailing piece is in a box? Or, what if your mail piece is in a mini-trash can? Or what if your mailing is in a real Vinyl Bank Bag? Or what if you mail a plastic ‘Message in a Bottle.’ Or what if you mailing is in an envelope with a bag of shredded money inside so if it gets put anywhere other than on the top of the stack the stack will fall over?

3D Mail has to be on the top of the stack or the stack will fall over! Neither the mail man, nor the mail room, nor the receptionist can stack a stack that doesn’t stack.

In my next post I'll explain to you how 3D mail can actually increase referrals and increase your average transaction size!

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