Mailings Improve Direct Mail Response Rates.
It's true. Well, at least proven in a study done by Baylor University.
They found that the use of dimensional mailings versus flat mailings
showed significantly higher response rates for the dimensional pieces.
During the study, 3,000 school administrators were divided into three
groups. They received either:
an envelope with a sales letter, sales collateral
and postage-paid business reply card
an envelope with similar contents plus a promotional
all of the contents above delivered in a box
with a die cut slot, instead of an envelope
Direct Mail Response
Sales literature alone 1.9%
Sales literature and promotional product 2.1%
Sales literature and promotional product with dimensional package
What we learned.
The people who received a promotional product in a dimensional package
responded at a 57% higher rate than people who received the same
product in an envelope. Even more interesting was that the rates
for the dimensional package were 75% better than that of plain sales
literature. The dimensional packaging made a significant impact on
response rates, and made a few school administrators check their
mail quite differently.