Your CEO’s ego aside, not knowing who the mailer is sometimes the best option for envelope opens. No company name at all: What’s in a name? The USPS does not require a company or sender name. A well known CEO could do more to get the envelope opened than the company name. Your letter could come from the CEO, a local store manager or the head of a department. Is it from the political party? The head of the party? Another nationally known figure? Or someone central to a cause you’ve given to before? Same with business mail. You see political mailers experiment with this tactic all the time. More official looking mailings generally shy away from logos or color on the envelope altogether.Īdd a person’s name: The actual sender (the person signing the letter) could also be used in the return address to encourage opens. Is the logo highly recognizable, so it clearly identifies your company, or will it just come across as a design element? Logos, especially in color, tend to communicate advertising mail. This is not just a design decision, however. A logo mark that includes more than just the company name can be hard to discern. This is especially true if you are driving business to a physical location.Ĭompany logo versus company name: A logo lends a generally more upscale feel to the mailing - as long as it looks good printed in a small space. For example, we have found response for a lender can improve when localizing the return address to the prospect’s home city. But, in some cases, prospects knowing the business has a local presence is a plus. Local versus non-local return address: Is there a benefit to being a local business? For online-only businesses it’s not an issue. For a start-up with little to no brand recognition, a street address (especially a recognizable one) communicates a credibility that a PO Box can’t. What does a PO Box say about your business? For a large, established brand, it probably means little. Still, many use a PO Box rather than their actual street address - especially, if there is no central business location. Street address versus a PO Box: Standard class business mailers don’t need to worry about returns flooding their offices. Following are some alternatives and the strategy we use at Gunderson Direct to choose an effective return address: Think about how the “who” behind the mail can make a difference in your prospect’s perception of what they are getting and why. Other than that, the post office is indifferent to how the sender is identified. Specifically, a bona fide address appearing either on the upper left of the envelope or on the top of the back flap of the envelope. The post office requires commercial mailers using a permit or precanceled stamps (which means virtually all bulk mailer) to have a return address. In the world of nanosecond decision making, the return address on your envelope could be the number one determinant of your prospect’s keep or toss decision as well. The “from” line in an email is cited as a key determinant of opens. Once it’s clear the letter is addressed to you, your eye probably travels to the upper left of the envelope to see who it’s from. It’s no secret that getting the envelope opened is the first, and some would argue the most, important step toward a successful direct marketing program. Which envelope would you open first? One from Donald Trump or from Joe Biden? A mailing from your current bank or from one you’ve never done business with? And what if you had no idea who sent you the letter because all that appeared in the upper left corner of the envelope was a street address? Who the mail comes from can influence response.
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