Marketers everywhere, rejoice. The search for higher response rates is over.

And in fact, the answer is hidden on every single direct mail appeal you send.

Though it is often overlooked as just a necessary—essential, actually—part of a direct mail piece, postage actually plays an important role in increasing open rates and response.

So, get creative with it! For your next mailing, say goodbye to your standard indicia and consider using a

1. Live stamp. Because it appears as if it has been affixed by hand, a live stamp immediately feels personal to the recipient—and sends a strong message about your interest in him or her. Pre-canceled stamps can be used for first class, standard, or non-profit. Added bonus: with the right combination of stamps, you can still mail at standard rates.
2. Faux meter strip. Similar to pre-canceled markings, a faux meter strip is a great way to achieve that extra personal touch. Whether you’re using one stamp or multiple, your print provider can complete this process at the same time the recipient’s address block is being added to the OE—no extra steps required.
3. Creative company indicia. An eye-catching graphic around your company indicia not only promotes your organization, but also sparks interest, prompting the recipient to open the envelope (and, ultimately, respond).
4. Custom stamp. To set your brand apart in the mailbox, create a custom stamp using your company logo or artwork. Incorporate this unique brand look for a high-profile direct mail piece.
5. Live stamp on your BRE. The postage you use on your BRE is just as important as the postage used on your OE. Sure, you could stick with your standard, pre-printed BRE artwork, but marketers have enjoyed tremendous success in boosting response by using a live stamp—or stamps—on the BRE. To determine what your customers respond to best, test single and multiple stamp combinations.

So there you have it—when you’re looking to achieve higher response rates (and really, who isn’t?), give these suggestions a try.

For more creative tips, email info@polarisdirect.net or call (603) 626-5800 to talk with our Strategic Marketing Services team today.

About the author: Melanie Gray is Creative Supervisor/Copywriter at Polaris Direct, a nationally acclaimed high-volume direct marketing services company in Hooksett, NH.