One of the most overlooked but important factors in direct mail response is postage.
The very first things your prospect will do when he or she gets an envelope is:
- Look at the name.
- Look at the return address to see who sent it.
- Look at the teaser copy (if there is any).
- Look at the postage.
These are the key factors that determine whether your envelope gets opened or tossed.
Postage is one area I've tested for my clients many times over the years. And the indisputable results prove postage styles can make a difference in your response. In fact, I have made a rule in my agency that can only be broken if there is a really good reason.
And that rule is: Use a precancelled stamp (an example of this is shown in the above image on the large manilla envelope.)
In tests, when using a standard postage rate, the typical responses are as follows:
- A preprinted indicia will give you no benefit in response.
- A metered envelope will give you a 10% to 12% increase in response.
- A precancelled stamp will almost always give you a 10% to 15% increase in response.
This is true with business-to-business marketing and in consumer marketing. Why? In the next issue we’ll discuss some of the reasons.
For help with your web or direct mail marketing, call me at (310) 212-5727 or email me at craig@cdmginc.com.
