In past issues I have discussed the importance of the return address to your response. Many prospects will not even open your direct mail envelope if the return address gives them a clue regarding what you are going to say.
Some companies substitute their addresses and vary the information regarding who is sending the mailing.
Do titles help or hinder response?
One of our readers asked that if our tactic is to only put the sender's name and address on the envelope without the company’s name, should the sender's title be included in the return address?
Our answer...
Do not include the sender's title on the envelope. This will not help response and, in fact, will discourage your prospect from opening your mailer. Include only the name and address.
However, do use your business title in signing the letter if it’s a position of authority such as the President or CEO. But again, on the envelope, simply use the name and the address.
If you would like more tips on how to have a successful and profitable campaign, please contact me at 310-212-5727 or at inquire@cdmginc.com. Also, feel free to tell me what you think about this article. Was it helpful? Would you like to see more information about this topic?
P.S. In last week's issue I talked about choosing the right envelope size for your direct mail campaign. I had mentioned that a 6x9 envelope will usually give you a higher response, but that the extra cost associated with the postage is not justified.
Todd, a subscriber, pointed out that this portion of the article was incorrect. He was right.
He wrote, "The 6x9 envelope size is within the 'letter' rate catagory and therefore does not require additional postage. The additional cost is in the manufacturing and printing of the envelope."
Thank you for your input, and please feel free to make suggestions or comments or ask questions anytime.