March 8, 2011

Get The Stamp of Approval On Your Direct Mail Package

By EU Services

Live stamp.  Meter Imprint.  Postal indicia.  Which form of postage is right for YOU?

There are three different ways you can “affix” postage to your mail piece. And depending upon WHO you are and WHAT you are mailing, the type of postage can affect your response.

The expression “live stamp” is often misused. Mailers who use real postage stamps, but are mailing at standard rates, are actually using pre-cancelled stamps. Technically, the only “live” stamps are the full First Class postage stamps. However, the expression is widely used to describe any type of real stamp that is used on a mailing. Why would you use a live stamp on a direct mail piece? Stamps appear to be more personal. After all, that birthday card from Grandma doesn’t have an indicia on it. Non-profit organizations often use live stamps with the expectation that the mail piece will look less like direct mail and more like personal correspondence. Businesses and associations should consider using live stamps on invitation style mailings. Want to make sure your envelope is opened? Use a closed-face envelope with no teaser copy or identifying information and a live stamp. Create a mystery – what could possibly be inside?  – and know that your envelope will be opened.

When you send a letter to someone at another company, what type of postage do you use? Chances are you run your envelop through the company postage meter. That’s why you’ll see meter imprints on a lot of B2B mail. Meter imprints are the language of B2B postage.

Marketers who use meters and stamps are trying to create an impression that THEIR mail piece is not just another piece of direct mail. On the other hand, an indicia shouts DIRECT MAIL! So when is it okay to use an indicia? Any direct mail piece that isn’t pretending to be something else – such as catalogs, newsletters, envelopes in full color or covered in teaser copy – as perfect for indicias.

Of course, if you’re thinking of changing the type of postage you use on your control package, you should test it first. Not all direct mail follows the rules!

Want a step-by-step guide to help you plan your next direct mail campaign? Download EU Services’ latest resource, Guide to Planning A Direct Mail Campaign for Your Organization, here.

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