Standard direct mail is still losing ground to e-mail campaigns. There are plenty of reasons for this, though they’re not all valid. However, there are definite advantages to e-mail campaigns. They’re both faster and less costly to produce than something that uses snail mail. Knowing this, it may seem counter-intuitive to suggest that sending really expensive direct marketing packages may yield you the most profitable response. We’re talking about 3-D (three-dimensional) direct mail—the type of effort that normally contains a cover letter (or some other warm, information-imparting device), a gift, an offer, and a response mechanism.

Because these packages are expensive, they’re usually restricted to a small audience, perhaps just several hundred of your best prospects or customers.

When planning such a package, start with the concept. It’s much more difficult to start with the gift you want to send, and then try to create a concept based upon that. You’re looking for an overall concept that delivers your message. If, for instance, speedy delivery is your theme, you might come up with a message that quickly explains your capability in this arena. You’ll also provide a special offer to respondents (e.g., expedited delivery on their next offer at no extra charge if they respond within a week). Find a gift that conveys a “speed” message (e.g., a model of a race car, a puzzle that must be solved before a timer rings). And, provide a handy response mechanism.

When selecting the proper gift, you need to know about the demographics and psychographics of your audience. The most difficult audience to find the right premium for is both male and female over a wide age range. Very few people need an extra coffee mug, pen, or calendar, even though they’re universally unobjectionable. Strive for something that will be retained, hopefully on the recipient’s desk. Puzzles and games are big favorites. Avoid cramming your logo and advertising message onto whatever you send.

Consider the mailing container as well. You’re not restricted to a carton. Think mailing tubes. Think canvas bags. Use your imagination. Remember that you’re striving for an overall look, so don’t forget every element—including the mailing label.

And, carefully consider the means of delivery. Don’t restrict yourself to first-class mail. Don’t even consider bulk rate. Instead consider UPS, Federal Express, or DHL-or even a personal courier. And no matter what, be sure that your list is ultra-clean; if possible, ascertain that each person’s name, title, organization’s name, and address are double-checked-even if you need to bring in a temporary worker to make telephone calls to do so.

Done correctly—perhaps in a two-or three-part campaign, your ROI from 3-D direct response may exceed your wildest expectations. It has more me campaign after campaign.