Vol. 8 No. 2

DM News & Tips

USPS approves Post-it notes on flats
As of April 3, 2005, Post-it notes can be applied to the outside of flats, periodicals and selfmailers. They were previously authorized only on lettersize envelopes and postcards. The USPS requires that Repositionable Notes (RPNs) be machine applied per their guidelines. Over 99% of all Post-it notes attached to mailpieces have arrived intact. They grab attention and draw the reader to an offer.

A personalized teaser message can be printed on Post-It notes while inkjetting the name and address on a mailpiece.

The postage rate is slightly higher – 1.5 cents for Standard Mail and .5 cents for First Class – but higher response can offset the added costs. A test mailing for Charter Bank generated an increased response rate of over 44%! Consider these applications…

• A coupon that can be stuck to the refrigerator.
• An 800 number that can be stuck to the phone.
• A website that can be stuck to a computer monitor.

Direct mail drives web sales
Catalog customers are 33 percent more likely to buy from a retailer’s web site after receiving that business’s catalog. This was the finding in a retail survey conducted in 2004. Catalogs are successful in reminding people to visit a website. Customers find it easier to shop a 64 page catalog than a 64 page website. Ordering on-line is more convenient than mailing the order. Retailers without a catalog should consider adding one to the marketing mix. Those with catalogs should think about increasing the volume and frequency.

Web sites foster direct mail growth overseas too
Direct mail volume has been increasing overseas. The growth is partly attributed to the internet. In Russia, direct mail increased five fold in the last five years. Due to the increasing volume an average household in Australia now receives 119 pieces of direct mail annually. In Britain that number has risen to 190 pieces per household annually. These numbers are still quite small though when compared to the United States. Each person in the U.S. – not each household – gets 330 pieces a year.

Design from the back-end forward
Many direct mail promotions fail because the back-end fulfillment is poorly planned. Responses start arriving before premiums and materials are even ready for fulfillment. Try creating your fulfillment material before designing the direct mail promotion. The fulfillment kit is usually part of the offer. If the kit is already created, it will be easier to describe the benefits when writing the promotional mailpiece.