Rethinking Dimensional Mail For Demand Marketing

April 15th, 2020

Isabel Montesdeoca

Summary

Dimensional mailers have evolved since they were first used in direct mail. Dimensional mail is expensive, so organizations should use it only with highly qualified prospects and customers who have a current reason to buy. Dimensional mailers must be integrated with other marketing and sales tactics in multitouch programs to maximize ROI. Used correctly, dimensional mailers can capture the attention of hard-to-reach decision-makers by delivering targeted messaging that drives responses. In this report, we outline three categories of best practices for executing an audience-centric, data-driven strategy for dimensional mailers.

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