What
happens when you create a marketing promotion from a fictitious travel agency
to test the effectiveness of different mailing formats? RAPP Germany, a
multichannel marketing agency, hired Neilsen to find out.
With
all other factors equal, RAPP wanted to know, which techniques would be most
successful? It tested five mailing formats: standard envelopes, printed
envelopes, self-mailers, wrappers, and email. It found that envelopes have a
tremendous impact on the effectiveness of the direct marketing piece,
especially if they are personalized.
According
to the study, while custom-manufactured envelopes have the highest open rate of
all of the marketing techniques tested (85%), personalization is key to
success. For example, recipients who received non-personalized mailings were
three times more likely to throw the mail in the trash or delete it than
recipients who received a personalized mailing.
Even
when recipients were predisposed to the marketing message, recipients of
personalized messaging were more likely to indicate that they intended to
investigate the travel offer further. Forty-four percent of those receiving the
personalized mailings said they would investigate the travel offer compared to
37% of those who received static mailings.
Mailings
received via a personalized, printed envelope were also more likely to be
passed along to friends and family. According to the survey, marketing messages
mailed in personalized envelopes were twice as likely to be passed along to
others (14% vs. 8%) than personalized emails.
Want
to increase your response rates? Personalize your message inside and out!
Source:
“Consumers Value Physical Mail, Even In This Digital Era,” Print in the Mix (www.printinthemix.com)
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