At Totally Branded, we offer an extensive selection of promotional branded merchandise, catering to all marketing budgets and needs. 

By this, we mean sleek, engraved metal pens and simple plastic pens with a logo. Both serve their purpose, and both are popular choices. However, you could argue about what feels more valuable, and what makes the highest impact.

This got us thinking about the real decisions marketers face when selecting branded merchandise for direct mail campaigns, and what stand out choices are available to support direct mail campaigns. 

The Direct Mail Comeback

Let’s face it—despite our digital world, direct mail is experiencing something of a renaissance. With email inboxes overflowing, a physical item that lands on someone’s desk carries weight (literally and figuratively). However, when planning your campaign, one of the toughest decisions is whether to opt for high-end or budget-friendly branded items.

When to Splurge on Premium Items

At Totally Branded we proudly offer hundreds of marketing items, so we know a thing or two about targeting your campaigns. Here’s when investing in higher-quality merchandise makes sense:

When targeting high-value prospects. If you’re after C-suite executives or clients with significant potential lifetime value, that £1 pen just won’t cut it. High-value prospects need a high-value approach. 

For relationship deepening. Existing customers who already bring value to your business deserve something that communicates appreciation. Premium items say “we value this relationship” in ways budget items simply can’t.

When brand positioning demands it. If you’re positioning your company as premium, exclusive, or high-quality, your merchandise needs to match. The disconnect between luxury messaging and cheap merchandise creates cognitive dissonance that damages credibility.

When Budget-Friendly Options Shine

On the flip side, we’ve seen plenty of situations where simpler items delivered better ROI:

For broad-reach campaigns. When you’re targeting thousands of prospects, costs add up quickly. This is where it pays to think creatively. For example, think back to times when you used to receive sample-sized sachets of a new product attached to a marketing leaflet. Typically, this would be toothpaste, moisturiser, or soap. How can you get your message or product to your target audience in a way that catches their attention and gives you a good ROI? 

When utility trumps luxury. Sometimes the most effective items are the ones people actually use, regardless of cost. A simple branded magnet can be used every day in most people's homes, keeping your business at the forefront of their minds. 

For time-sensitive promotions. If you’re promoting a limited time offer or seasonal promotion, investing in high-end merchandise might not make financial sense given the campaign’s short lifespan.

Finding Middle Ground

You don’t always have to choose extremes. Consider these approaches:

• Select one standout feature in an otherwise standard item (like a standard water bottle with exceptional graphic design)
• Bundle several lower-cost items into an impressive kit
• Use premium packaging for mid-range items

The Hidden Costs and Benefits

Remember to factor in these considerations:

Shipping weight. The beautiful paperweights you’re considering cost significantly more to mail than lightweight alternatives.

Customisation options. Some materials take branding better than others. For example, budget friendly pens can look old quite quickly as the logo starts rubbing off.

Perceived value vs. actual cost. Sometimes items look more expensive than they are—and vice versa. So, as you’re browsing the product options, check for alternative material options that may make the product look more premium for a comparable price.

Questions to Ask Before Deciding

At Totally Branded, we’ve had numerous conversations with marketers and decision makers for businesses, and their choices are ultimately shaped by answering the following questions:

• Who specifically will receive this item?
• What action do I want them to take after receiving it?
• How does this item reflect our brand values?
• Will the recipient keep and use this item?
• Does the expected return justify the investment?

The Final Verdict

There’s no one-size-fits-all answer. The right choice depends on your specific campaign goals, target audience, and overall marketing strategy. Sometimes that £30 branded item opens doors that would have remained closed otherwise. Other times, the humble but useful £2 option creates more lasting brand impressions.

If you’re considering a direct mail campaign but are struggling to think of ideas to help your business stand out, then contact our team at Totally Branded. We can show you our mail suitable branded merchandise.