1 January 2007 © Pitney Bowes The average American receives 10 direct mail packages a day.* How...
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Transcript of 1 January 2007 © Pitney Bowes The average American receives 10 direct mail packages a day.* How...
January 2007 © Pitney Bowes 1
The average American receives 10 direct mail packages a day.*
How important is the outer envelope?
It’s the first object seen when mail is received and many times the only object seen.
It has one job: to get the envelope opened! The envelope affects about 10% of the final decision of whether to
respond or not. The closer an envelope resembles personal correspondence, the more
effective it is. Addressed envelopes make more of an impression than labels.
The importance of color: Improves comprehension by up to 73% Accelerates recall by up to 78%
*Source: Hewlett-Packard® Development Company
January 2007 © Pitney Bowes 2
Rochester Institute of Technology – F. Romano
• Response rates for B&W, no personalization: 0.46%
• Adding a name raised response rate by 44% (to .66%)
• Adding a name and color raised response rate by 135% (to 1.08%)
• Adding a name, color, & database information increased response rate 500%+ (over 2.3%)
Color Study
Source: Romano & Broudy study for Digital Printing Council