Most experts agree that a typical mailing response rate for a flat mailing is 1.5%.
According to an ASI survey, the response rate can be significantly increased by sending lumpy mail and by also putting an enticing message on the outside of the envelope. A case study was given that a fortune 500 service provider sent a pop-up item customized for each city (think skyline) with a their company logo embedded inside of the 3D city scape. Recipients of the mailing liked the 3D pop up and held on to them. 10% of the recipients responded to the mailing and signed up for the advertised service.
Adding a sense of urgency on the outside of the envelope such as "The first 50 respondents will be entered to win a prize" has been shown to increase response rates.
Key learnings:
- Lumpy mail gets noticed
- An enticing message on the envelop will be more apt to be opened
- Sending an interesting, useful logo item will be have a higher chance of being held onto, thus creating more impression opportunities.
For more how to mailing tips see my other mailing related blog entries or stop by our shop to learn more ways to improve response rate and how to minimize costs.
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