8 Creative First-Class Mailer Ideas for Clients and Prospects

We've all been stuck in a digital world for so long that it may seem as though the direct mail marketing approach has faded.

In truth, it's still highly effective! People and companies received dozens, if not hundreds, of emails a day. But how often do they get an envelope or package via snail mail?

The Data & Marketing Association produced a report in 2018 related to average direct mail response rates in comparison to digital avenues. Direct mail campaigns showed an average return rate of 9% for house lists and 4.9% for prospect lists.

These were the highest response rates ever recorded and double the previous year. In a post-COVID world, people have reconnected with the value of physical, tangible interactions. We even received more Christmas cards last year than any other year!

The cat is out of the bag, direct mail is back on top! Here are five creative ideas you can use to leverage direct mail before your next event.

Booth Visitation = Gift Redemption

Get attendees excited about your brand and your booth by offering a free gift if they commit to coming by.

Create custom-designed scratch-off cards that reveal what gift they will receive when they bring it by your booth. Make sure the gift is unique, useful, or significant enough in value to inspire them to follow through.

Send an empty case well in advance of the event, promising the contents when they commit to a consultation at your booth. This idea is suitable for high-quality items like headphones and e-readers.

Create Scarcity or Urgency

Create a sense of urgency around your limited supply of something amazing! Let attendees know in advance what kind of swag you will have but let them know that they have to hurry! There's only enough for the first 50 or 100 visitors.

A Kick-Off Party Invitation

This box, designed by Hill & Partners, was sent to registrants for the WorldAtWork Total Rewards Conference. Inside was a real horseshoe with a tag that served as their ticket for Payfactors/Payscale's party to kick off the whole event.

This not only got registrants to the party for an enjoyable time, but it also created additional networking opportunities and built rapport with the brand. Do you think they differentiated themselves from the competition?

Put Their Lunch on Your Company Tab

No, you can't take every attendee out for lunch one-on-one. But you can send them a fun food or coffee-themed card or box offering a gift card for an event vendor or local fare if they swing by your booth and chat with your team.

Showcase Your Brand or Product in a Unique Way

Show off why you're at the event in the first place! This approach is especially successful for new companies or brands that are new to a particular event.

Send a 3D pamphlet and glasses with your best marketing pitch or send video players with an exclusive peek at your new release or features. Rig old-school, view-master-type headsets with product information and ship to an exclusive list.

Send a balloon with custom printing they have to blow up to read. Send a tiny or impractically large card with novelty appeal. Explore unique opening mechanisms or slide and flap functionality for cards to create a memorable experience.

Think outside the boring box! Incorporate origami-style cards, uniquely shaped boxes, bold colors, exciting graphics, fortune cookie messages, and interactive functionality with packaging that does something else entirely.

Curate a Pamper Package

Some events or trade shows span multiple days! What are the things you always need but often forget? Create and ship an eye-catching box full of "survival gear!"

Fill it with simple but necessary things such as a sleep mask, vitamin C immune boosters, earplugs, a multi-device phone charger, a water bottle, or a travel toothbrush.

Spend the extra cash to get white-labeled products that are branded with your company logo and contact information. Don't forget to include your booth location at the upcoming event!

Send Half a Gift

This is an oldie but a goodie. It's also known as "off the cuff" when vendors would send out one cufflink in advance, leaving the other half to be collected at the booth. Recipients would have to bring the original cufflink as proof, enticing them to show up to receive the full set.

Other things that could be split in half are brand-name earbuds, drumsticks for a musical conference, a pair of wool or high-quality socks, luxurious slippers, a nice pair of leather driving gloves, or top of the line chopsticks.

Always Personalize

If you're sending something fancy or something small, always include personalization. Address them by name, pre-label their swag, and let them know you look forward to meeting with them in person. Make them feel like they stand out in the crowd in your eyes.

Looking for booth design or management before your next trade show? Reach out to the Exhib-It! team and we'd be happy to bring your vision to life!