Four Ways to Rev Up Response with Repositionable Notes
With its ability to temporarily adhere to a wide variety of surfaces, a repositionable note (RPN)—more commonly known as a sticky note—essentially has one express purpose: to draw eyes toward it, wherever it may be placed. Ted Robison, sales and marketing manager for direct mail promotional products manufacturer MailBlazer, likens the use of RPNs to that of a postscript in a direct mail letter—essentially, to highlight an important point, offer or call to action. It even can be argued that these notes have been so assimilated into our culture that prospects are all but psychologically conditioned to give them extra attention. A prospect inherently knows what to do with these notes and why they’re there, Robison affirms, and because of this, RPNs are being used to great effect within direct mailings. What’s more, thanks to recent U.S. Postal Service developments that allow the use of RPNs on outer envelopes for an extra fee, the design possibilities continue to grow.
As with any element of a mailing, there are a few guidelines to follow when adding these notes to a package. Read on for four ways to use RPNs to boost sales.
1) Maximize staying power. Since RPNs might stick around longer than the package itself, the message on the note is key to eliciting a response, says Mary Roddy, market manager for the promotional response products division at The Kennedy Group, a manufacturer of labeling, packaging, promotional labels and identification systems. “Many use the product to coax the reader to open the mailer with an ‘Exciting offer inside’ or [tell] them it’s something ‘Urgent’ that needs to be addressed quickly,” she adds. Including a call to action and any pertinent contact information on the note is essential so the piece tells prospects what to do, even if the rest of the mailing already has been trashed. “The call to action makes the product measurable,” Roddy maintains. While it might seem counterintuitive to most direct mailers, Robison explains that delayed response is the point of the endeavor. “It’s the staying power that’s the plus of this. [Prospects] may throw away the carrier vehicle … but they’ll keep that 3˝ x 3˝ note,” he affirms.