By Kim T. Gordon

We all enjoy opening gift boxes at holiday time. Wouldn't it be even more exciting to unexpectedly receive a box in the mail in April or August? That's the premise behind the rising use of dimensional mailers -- those in boxes or sometimes tubes -- in place of traditional, flat direct mail.

One of the biggest drawbacks to conventional direct mail is that oftentimes recipients don't even open the envelopes and simply discard the pieces as "junk mail." Dimensional mailing pieces almost always get opened says Emily Soell, vice chairman of Chicago and New York-based DraftWorldwide, one the country's leading advertising agencies specializing in direct marketing. According to Soell it's, "Because the child in all of us reacts to receiving a box with the expectation that there's a gift or something special inside." Soell says there are four reasons to use dimensional mail, all designed to stimulate increased levels of response.......[read more after logging in]

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