In the last issue, we talked about a major blunder direct marketers commit when they don't consider the three primary postage options: metered mail, printed indicia or a precancelled stamp.
We explained that a precancelled stamp would increase your response by a full 12% to 15%.
But another major blunder is using standard class delivery for your in-house prospects (or clients). In-house prospects are qualified, potential buyers and will likely produce a higher response than a rented mailing list. So this is one situation where you don't want the post office dumping or destroying your mail.
The unfortunate truth is that 5% to 15% of all standard mail vanishes during the delivery process. The major benefit of precancelled stamps is that postal employees think it's first class mail...leading to greater care and respect.
However, in almost every case where we have tested first class vs. standard class for prospects and clients, we've found first class gives greater response. Because of this, seriously consider sending your mailings first class. And remember to use a live stamp, not a meter!
Not sure? Then do a split test and let the marketplace vote.
Another tip: When marketers use first class postage, often time they do not get a discount. The way you can get a discount on postage and not pay the full rate is by presorting your data. This means doing some of the work of the post office by sorting your mail by zip codes.
You can presort it yourself or for large mailings, you can hire a lettershop. For more information on this process, you can read the USPS tutorial by clicking here.
For help with your web or direct mail marketing, call me at 310-212-5727 or email me at inquire@cdmginc.com.
