MarketingProfs Know-How Exchange : Postcards VS Direct Mail Metrics Needed

Posted by: sriedel	Accepted Answer
8/22/2006 12:42 PM (CST)
Hello Greg, Here is a section from an article from Printing News, 10/31/2005 by Tricia Fischer, that can help you answer your question. New study breaks the ceiling on direct marketing responses. “Test: Which generates a higher response rate, letters or self-mailers? The control was a traditional two-color letter package with an envelope. The test was a four-color self mailer. The test outperformed the control by 20 percent. G.A. Wright had used the traditional envelope package for close to 20 years. The self-mailer format had not been successful in early testing results so it had not been retested for several years. Sometimes it is wise to retest concepts as consumers' interests and reading patterns change. As lives become busier, it makes sense that self-mailers, which seem to take less time to read, will continue to pull strong response rates.” If I can help in any other way, please let me know. Regards, Sandy Riedel

Posted by: Jeff Cloud*	Accepted Answer
8/22/2006 1:23 PM (CST)
You can get great stats from www.modernpostcard.com Either on their site, or ask for it from a customer service person.

Posted by: greg	Accepted Answer
8/24/2006 5:33 PM (CST)
[The control was a traditional two-color letter package with an envelope. The test was a four-color self mailer. ] Hmmm. That doesn't seem like a very good test. The change from two-color to full-color alone can generate that much increase in response between two self mailers. Nevertheless, my own marketing results support self mailers over letters, and postcards over self mailers. Now my "postcards" are not true postcards under postal regulations because of size. They are big (6x11.5), rigid (12pt C1S) and full-color whenever possible, but always two-color. Mail at letter rate. Nothing to open... the message is in their face. I also love doing digital color with variable data and personalization. That can really kick up results. Unfortunately, I don't think I have hard numbers around anymore to give you, but I'll look around in my notes and get back to you if I find anything.