Package Format Consulting

Direct Mail Package Format Consulting

Consulting to ensure optimum function and cost-efficiency

Direct Mail Package Format Consulting can play a key role in determining and controlling CAC (customer acquisition cost). I excel at selecting or inventing mail package formats that cut through the clutter to get noticed, opened, and responded to.

Package Formats that define the rules – and break them when necessary

Applying innovative creative solutions to both traditional and unique package configurations has proven time and again that there are no absolutes regarding which direct mail formats “performs best.” Mostly because performing is measured by a performance index that considers 3 criteria:

• Attention Strength: ability of package for getting noticed and selected for further examination.
• Engagement Strength: ability to create meaningful prospect engagement through message and offer.
• Response Strength: ability to motivate the intended value-delivering response.

Although there are exceptions, delivering on all 3 of these criteria is paramount for meeting response goals.

Following are how various package formats “generally rank” on the performance index scale. Note: Higher-performing formats usually involve higher production and delivery costs.

Package formats: Performance Index ranking

In general,  larger, attention-getting formats will out-perform smaller formats simply due to their ability to command attention and also elaborate on the marketing message.

#1 |  Dimensional mail
Custom and stock boxes, tubes, soft-pack envelopes. Out-perform flat-mail packages for attention, but not always engagement or conversion.

#2 |  Large multi-component direct mail packages
“Jumbo,” “Mini-Jumbo,” “Baronial”, and custom. Components usually include: Outer Envelope, Sales Letter, Brochure, Response Option Card, and a 5th targeted-message element (such as testimonial flyer or publishers note) often focused on addressing response skepticism.

#3 |  Traditional multi-component packages. 
#10, #11, and similar sized business-envelope packages.
Usually contain from 2 to 5 components depending upon strategy.

#4 |  Multi-panel folding self-mailers

#5 |  Single-panel self-mailers and oversized postcards

#6 |  Postcards

The above ranking can be summarized as: “the more unique and substantial impact your package has, the more it stands out from the clutter, engages, and motivates response — if positioned, written and designed according to an effective strategy. But because higher performance ranking formats cost more, CPA (Cost Per Acquisition) and LTV (Customer Lifetime Value) need to be carefully considered to assess if “realistic and obtainable” response predictions warrant the format being considered.

Contact KROHA now —
benefit from experience Package Format Consulting!