Direct Mail Strategy: Open Sesame
Did you know you also have the option of perforated versus nonperforated seals? Perforated seals may cost more, but they can be a sound investment if they can be opened more easily without tearing your catalog or mail piece. In some cases, you may have choices for the seal placement. (Visit http://pe.usps.gov for placement guidelines.)
• Seed yourself on your mailing list. If you haven’t already done it, add yourself and others on your marketing team to your mailing list. Consider it informal quality control. You want to receive exactly what your customers receive and try to open. If your mail pieces are not getting opened, there’s no way they’re getting read or generating response.
• Test. Ask your lettershop or mailing house to run pre-mailing tests to show you what will arrive in your customer’s mailbox. Also consider testing wafer seals or spot-gluing versus paying the surcharge, then track response and sales versus postal cost-savings. Testing will show whether or not you’re depressing response and sacrificing bottom-line dollars to save a few cents in the mail.
A final note of thanks: In writing this column, I received helpful advice and information from the USPS, colleagues who run lettershops/mailing services and mailers. It was clear (no pun intended) that everyone’s intention is to get the mail delivered in good condition. However, you are the individual responsible for its openability after it’s delivered. A wafer seal may look like just a sticker, but it’s actually an important strategic decision.