Question

Topic: Research/Metrics

Variable Data Postcard Response Rates Real?

Posted by Anonymous on 4/12/2011 at 1:55 PM ET 250 Points
There is a lot of data out there pointing to the www.usps.com but no specific link FROM the USPS that variable data postcards have unbelievable response rates

Personalization married with colour drive response rates upto 135%

VDP Colour & PURL's increase uptp 500%

https://www.myeasymailmaker.com/vdp.html

I want to see the REAL data. If you do a search there is a ton of info that these results exist however non pointing back to the USPS.

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RESPONSES

  • Posted by Peter (henna gaijin) on 4/12/2011 at 3:01 PM Accepted
    There are too many other variables that affect response rate beyond the personalization and color. Two that are larger (IMHO) than these are the message you put on the card and how well you target who you send the card to.

  • Posted on 4/12/2011 at 4:30 PM Accepted
    Amen, Peter.

    A great positioning benefit, clearly and effectively presented with strong creative, an attractive offer, and an appropriate targeted list are so much more important than color or personalization that you need to focus on them.

    You're worrying about the ants while the elephants tromp through the garden.
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