Source: CMA Website
The truth is, testing is the only way to determine which format works better for your particular product or service. However, you can make some assumptions by asking yourself the following questions:
- Is it a consumer or a business-to-business mailing? For B2B mailings, dimensional packages tend to get through the "gatekeeper" by looking more substantial.
- Is your product or service promotional, or does it tend to be more serious and personal? A #10 envelope tends to look more business-like. Self-mailers tend to be more promotional. However, this logic doesn't hold 100% of the time.
- Is the objective of your mailing acquisition or retention? You should be talking to your current customers differently than those prospects you're trying to acquire.
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CMA Direct Mail Marketing FAQs
