How to the Pass 3:33 Rule and Add Longevity to Your as it turns out B2B Direct Marketing Campaigns
Here’s November snippet from Pat Friesen writing for Target Marketing Magazine in a 2007
more than ever The333: Rule
It’s vital when youabouttalk “openability”. Are you familiar with direct mail’s three minute and 33 second (3:33) rule?
After the first 33 seconds-if you actually get the reader whether your mail piece-she spends an additional three minutes or less reading it and deciding inside or not to respond. Interestingly, The 3:33 rule suggests you have three seconds or less to stand out in the mail and stay out of the trash, then 30 seconds to connect the reader enough to get opened and make the “short stack” for later reading.
B2B Direct Marketing andthe Importance of the Mailing Pack – the first 3 seconds
Business to Business Direct marketing can be a huge waste of currency unless you get it right – so you need to get it right first time. You a promotional marketing piece that will have a big attention-grabbing qualityneedand you need to send it out in a pack that will be easily spotted in the stack of mail on your customer’s desk.
A flat, plain white envelope with a frank or a PPI holds absolutely no mystery whatsoever. Send your B2B Direct Mail out in a plain white envelope and your campaign is already well on the way to generating a high level of indifference. Far too many B2B Direct Marketing campaigns go straight to the bin, often before the envelope has even beenopened and therein lays the first problem – envelopes. Indeed, With that thought firmly in mind, you should give very strong consideration to the type of carrier to employ.
The saying goes that you get only one chance to make a first impression and the first impression that your customer has of your promotional mailer is the appearance of more than ever the mailing pack. I be that your mailer should have a degree of bulk and should suggest made to look like some sort of gift or “freebie”. This way, the mailer will be opened with eager anticipation rather than total indifference. Actually, The argument against this is that the postage costs from another perspective will increase but believe me, paying postage to send an item that is thrown straight into the bin makes a whole lot less sense.
B2B Direct Marketing & the of Importance Holding Customer’s Attention – the continue 30 secs
Once the mailing packfirsthas done its occupation in attracting the reader’s attention it then has to entice the reader to launch it. I believe that the pack has to be designed in a way that is not too hard to access and leads to the main promotional piece without too much trouble. Indeed, I say this as the promotional piece itself will take care of the next few minutes – no problem! A B2B promotional mailer needs to capture the imagination of your customer and automatic pop-up as a matter of fact products are an obvious choice to do this. The pop-up action carries with it the elements of surprise, fun, interaction and curiosity. A rubber-band-powered automatic pop-up goods like a pop-up cube oruser IDa pop-up box will easily pass the 30 second exam and will usually for the continue few minutes during which time your promotional message has been well and truly digested.
B2B Direct Marketing & the Importance of Extending Your Marketing Campaign’s Life Span
There are direct marketing professionals who would be absolutely delighted for their campaign to have ticked the boxes discussed thus far but why stop there? What is there to say that the promotional piece should stop working after it has created such a big impact? To achieve this you don’t need to do much more than to add a few holes in the top surface on the pop-up cube or pop-up box. It’s worth noting that By doing this you can turn your promotional mailer into a promotional pen holder – a goods that will stay on your customer’s desk top for months and months. Not only will the pop-up mailer fulfil its original obligation by capturing your customer’s attention, it then goes on to be a permanent promotion for your firm right there on your customer’s desk top.