When it Comes to Stamps, Third Time’s a Charm for Mailers
Affixing a live stamp to an outer envelope is a well-known tactic used by direct mailers to reach a prospect on a personal level. However, when it comes to making your piece stand out from the flux of stamped missives that’s growing ever stronger as the holiday season approaches, Doug King, team sales manager for the U.S. Postal Service suggests adopting a rule of three in terms of application. “If the postage’s going to be 21 cents … break that up into three denominations and have three different stamps on there,” he explains. A tactic mainly used by the nonprofit sector, spreading the cost of postage across a few stamps, as opposed to just one, helps create a bigger impression on the outer. King goes on to say that some printers can apply multiple stamps with only one pass through the labeling machine so, essentially, you’re getting three for the price of one.
Along these same lines, King finds a similar strategy being employed by nonprofit mailers on a package’s reply envelope, resulting in a marked lift in response. When more than one stamps is used here, he maintains, it looks as though the mailer really is depending on a response—even more than usual. People tend to feel a little guilty, as though they have to respond, since the company extended this extra effort, he adds.