{"id":955,"date":"2022-10-26T14:55:01","date_gmt":"2022-10-26T21:55:01","guid":{"rendered":"https:\/\/www.zairmail.com\/blog\/?p=955"},"modified":"2022-10-26T14:55:06","modified_gmt":"2022-10-26T21:55:06","slug":"stamp-up-response-rates","status":"publish","type":"post","link":"https:\/\/www.zairmail.com\/blog\/index.php\/stamp-up-response-rates\/","title":{"rendered":"Stamp Up Response Rates"},"content":{"rendered":"\n

Postcards are a popular format for direct mail campaigns. They serve as a small billboard in the mail which can provide an immediate impression for the advertiser. If the message (or image) is memorable, they might even win a spot on the fridge, and provide lasting value for advertisers.<\/p>\n\n\n\n

However, if a message is long, or complicated, or contains personal information, or requires enclosures, then a postcard is off the table. We usually need to consider some type of letter format. The challenge with a letter-mailer, is that there is usually no immediate impression, an \u201copen\u201d is required before the recipient can see the offer and act.<\/p>\n\n\n\n

One technique that can be used is to put a teaser on the outside \u2013 \u201cpersonal and confidential\u201d,  \u201ctime sensitive \u2013 please open immediately\u201d, or my favorite, Postal Code 18 SEC 1702 (below).<\/p>\n\n\n\n

<\/td><\/tr>
<\/td>OPEN ONLY IF A VETERAN OF THE US ARMED FORCES<\/strong>WARNING; $2,000 FINE, 5 YEARS IMPRISONMENT, OR BOTH FOR ANY PERSON INTERFERING OR OBSTRUCTING WITH DELIVERY OF THIS LETTER U.S. MAIL 18 SEC 1702 US CODE.  <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

We have seen all of these techniques (and more) used in practice \u2013 still do. What does this type of message mean to you when you receive a letter? Do you automatically think,\u201d this must be a great offer, can\u2019t pass it up, can\u2019t wait to open it and see what\u2019s inside?\u201d<\/p>\n\n\n\n

How about this piece below? Does this look like something you might want to open? What is the difference? What elements drive your initial impression of the direct mail piece?<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

One aspect is that the letter has the format (shape\/size) of a greeting card, it has a seasonal greeting, and it has a live holiday stamp. Research tells us that when we include a \u201clive\u201d postage stamp, response rates can increase. On balance, recipients know, when a live postage stamp is being used, then the content is probably more relevant\/valuable. This should make an \u201copen\u201d far more likely.<\/p>\n\n\n\n

Zairmail now offers the option of using a live \u201caction stamp\u201d rather than a postal indicia. There are more than a dozen different designs, and the choices continue to expand. Using an action stamp shows recipients that the message is unique (stands out in a crowd) and is valuable.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Just as with other tools\/techniques, response rates will vary, and this format will not perform the same with every target audience. If the response rates you are seeing today, are a little soft compared with historical results, this may be a powerful option for you.<\/p>\n\n\n\n

Just as with any other targeting, messaging, or change in the offer, you will want to conduct an A\/B test with a smaller audience. Once you are comfortable with the results, then you can step on the gas, and increase the size of your campaigns.<\/p>\n\n\n\n

Remember the discussion of postcards we opened with? We can also place a live stamp on postcards to deliver an extra boost in the mail and increase perceived value.<\/p>\n\n\n\n

We can also put postcards in envelopes and add an action stamps to create a low-cost, highly effective, greeting card campaign for the holidays (image above). This is a standard option at Zairmail. We would love an opportunity to help you affordably build a closer rapport with your clients (prospects) this holiday season and supercharge your \u201copen\u201d rates.<\/p>\n\n\n\n

Start pushing the envelope and increasing your response rates even further. Use action stamps to stand out in the mail and drive more responses to your campaigns.<\/p>\n\n\n\n

Zairmail is the fastest, easiest, and most cost-effective way to send mail.<\/strong><\/p>\n\n\n\n

Zairmail (www.zairmail.com<\/a>) is the fastest and easiest way to send (real) postal mail. Give us a call anytime at 888.898.0066, we would be happy to help with your direct mail needs.<\/p>\n","protected":false},"excerpt":{"rendered":"

Postcards are a popular format for direct mail campaigns. They serve as a small billboard in the mail which can provide an immediate impression for the advertiser. If the message (or image) is memorable, they might even win a spot on the fridge, and provide lasting value for advertisers. However, if a message is long, […]<\/p>\n","protected":false},"author":1,"featured_media":963,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-955","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.zairmail.com\/blog\/index.php\/wp-json\/wp\/v2\/posts\/955","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.zairmail.com\/blog\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.zairmail.com\/blog\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.zairmail.com\/blog\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zairmail.com\/blog\/index.php\/wp-json\/wp\/v2\/comments?post=955"}],"version-history":[{"count":2,"href":"https:\/\/www.zairmail.com\/blog\/index.php\/wp-json\/wp\/v2\/posts\/955\/revisions"}],"predecessor-version":[{"id":961,"href":"https:\/\/www.zairmail.com\/blog\/index.php\/wp-json\/wp\/v2\/posts\/955\/revisions\/961"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zairmail.com\/blog\/index.php\/wp-json\/wp\/v2\/media\/963"}],"wp:attachment":[{"href":"https:\/\/www.zairmail.com\/blog\/index.php\/wp-json\/wp\/v2\/media?parent=955"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zairmail.com\/blog\/index.php\/wp-json\/wp\/v2\/categories?post=955"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zairmail.com\/blog\/index.php\/wp-json\/wp\/v2\/tags?post=955"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}