The problem with any direct mail campaign is getting your prospect to open your package in order to view your marketing message and not throw it directly into the office bin. One of the best ways of achieving this is to create attention grabbing CD packaging and use the CD to deliver your message.
A study conducted by Cambridge Associates shows that using a CD can increase the response rate of a direct mailing campaign from typically 3% using only printed materials to 7%. This may be due to the fact that the recall of your content on a CD is typically 40-50% higher than if you were using a printed brochure. Your conversion rates may also increase by as much as 20%. Now it could be thought that the production and distribution of a CD is far more expensive than that of a printed brochure. According to the study, a CD campaign can cost 10-40% less than that of a brochure campaign. It is also worth noting that the high perceived value of the CD, your prospect is far more likely to pass it on to friends and family.
Let’s say you transfer your 32 page brochure into an exciting CD presentation with links to your website. The content is replicated onto a CD and packaged in colour printed cardboard wallets for example. You post 10,000 CDs out to a mailing list of prospects. Firstly, you have already saved as much as 40% on postage costs because you are mailing a much lighter package. Secondly your prospect receives the package and discounts that it is junk mail. Your package is opened and your prospect views the contents of the CD. Your prospect can connect to your website for immediate purchase or they may supply further information which will assist you with future marketing. Extraordinary success is possible using a CD and a strong marketing message.
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