More importantly, why not kit?
We have a saying around here, "if it's important, put it in a box!" And while it is kind of cute and clever and all of that, the reason why it has stuck is because it's true.
While kitting is technically more than just putting stuff in boxes, simplistically, it really comes down to just that! Putting something in a box gives it a greater perceived value and improves the likelihood of being opened.
In fact, some industry data indicates that dimensional mailers have close to a 100% open rate. And according to a DMA study a few years ago, dimensional mail had the best B2B response rate of any direct mail at 8.51%.
Something in dimensional form conveys greater importance. It MUST be important if it is in a box. It also creates a bit of mystery—"I wonder what's in this box"? Think about times you have received something dimensional (a box, tube, container, package), what kind of an impression did it make? Did you open it? Were you excited to open it? Even if it was something you ordered and you know what it is, isn't there still a little bit of excitement?
So what kinds of things are kits used for these days?
Well, we do a lot of 'product' kitting, mostly in the life science space. These kits are often our clients' products. In this case, particularly in this industry and other highly-regulated industries, it is important to get it right. Our investment in, and commitment to things like ISO certification helps ensure accuracy and supply chain integrity. Basically making sure that correct kit components are included within every kit and each kit is delivered to the intending recipient on time, every time.
But we're seeing more and more kits used for marketing and HR purposes. Employee recognition kits, new hire kits, onboarding kits and welcome kits. Many of these kits are in support of internal communication efforts. It is becoming more and more critical to attract, acquire and retain top talent. And organizing key onboarding materials in a nice kit is a great way to acknowledge a new customer, client or employee.
I'm not necessarily trying to sell you on introducing something new to your business or process. In many cases, our clients aren't starting a new initiative. They're simply taking a look at something they are already doing and improving it—getting better results by putting it in a box.
Now I know the biggest question is going to be cost. And you'd be right. Simply put, putting something in a box is going to cost more than not putting it in a box. So introducing a kit requires some cost analysis and must be considered at a phase within a business process that makes sense. In other words, you probably wouldn't want to implement a kit as a top of the funnel business development tactic. Comparing the cost-per-touch (CPT) of email vs. kitting is an apples and oranges comparison. But each has its place if incorporated logically.
So I'll say it again, "why not kit"? That's really the question that needs to be asked.
If you're looking to improve business results, improve customer experience, or the buyers journey—make a better impression and convey greater importance—make an impact on any phase of your business—basically, if it is important to your business at all, put it in a box!