direct mail history
Direct mail fundraisers learned long ago that stamps
boost response rates. Maybe the same will work for
your sales letters. Why not test and find out?
In split-run tests, non-profit organizations have
discovered that an envelope bearing a row of
commemorative stamps often outpulls an identical
envelope bearing a postal indicia or metered
postage.
The reason is human nature. A stamp has a human
touch. Unlike postal indicias and metered postage, a
stamp is placed on an envelope by a person and not
a machine. Stamps make the envelope look more
personalized and less institutional.
You have only three ways to add postage to your
letters. The most personal is a stamp, what people in
the trade call a “live stamp.” Which is a redundant
moniker since all stamps are live. A stamp is a
stamp.
Metered postage
One step down on the friendliness scale is metered
postage. Metered postage is applied to each
envelope in the lettershop using a laser printer or ink-
jet printer. Metered postage is usually dated as well,
giving it a look of immediacy. Plus, some machines let
the mailer add a slogan or line of promotional copy
next to the postage, which further serves to make
metered postage more personal-looking than a postal
indicia.
Postal indicia
The most institutional-looking postage of the three is
a postal indicia. Even if it is for first-class
mail, a
postal indicia screams “bulk mail.” A postal indicia
looks official, and so it is at the wrong end of the
scale for communicating that your message is from
one person to another.
Stamps
If you want your letter to look as personal as
possible, line up a row of commemorative stamps of
different denominations until you reach the correct
postage for the class of mail youÂ’re using.
Commemorative stamps catch the eye and add
human interest to your envelope. A row of them
makes your envelope stand out even more.
If youÂ’re worried that you lack the time and
manpower to affix postage by hand to thousands of
envelopes, donÂ’t worry. Your post office likely sells
standard envelopes with first-class stamps already
affixed.
To see samples of these three kinds of postage, visit http://www.sharpecopy.com/newsletter/index.php/stamps-boost-direct-mail-response-rates/
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About the author
Alan Sharpe is a direct mail copywriter who helps business owners and marketing managers generate leads, close sales and retain customers using direct mail and email marketing. Learn more about his creative direct mail writing services and sign up for free weekly tips like this at http://www.sharpecopy.com [http://www.sharpecopy.com/newsletter].
© 2006 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the “About the author” message).
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