Direct Mailings - Return Address????

[MGO]

Looking for opinions on weather or not to put a return address label on my direct mailers that I put together.

I am thinking it might be better not to put one on there. All of my envelopes to people in my target neighborhoods have the homeowner name on it:

i.e.

Mr. John Smith
XYZ Street,
Perry Hall, MD 12345

I am thinking that if people see the business name return label that they might just toss because it is an advertisement.....but, since it has their name on envelope, they may at least open it if there is no return label.

Looking for some feedback guys....thanks!
Mike

[steve-o]

[QUOTE=MGO]Looking for opinions on weather or not to put a return address label on my direct mailers that I put together.

I am thinking it might be better not to put one on there. All of my envelopes to people in my target neighborhoods have the homeowner name on it:

i.e.

Mr. John Smith
XYZ Street,
Perry Hall, MD 12345

I am thinking that if people see the business name return label that they might just toss because it is an advertisement.....but, since it has their name on envelope, they may at least open it if there is no return label.

Looking for some feedback guys....thanks!

i open every piece of mail i get. i would think if they don't want your service that it really does not matter. they will trash it either way. i say put your return label on it. if they want it they will read it ..... if not they will toss it.

steve

[CCLS]

If you have a return address, the post office will return the letter to you if the address is wrong or the person left without a forward. This will save you quite a lot of money if you are sending thousands of pieces of mail, because you will know if you should not send mail to the address next time. Otherwise put the persons name or current resident, this way all of your mail will reach the homeowner.

[MGO]

Good input guys...thanks alot.

Return labels it is.

[MASTERMOWER]

If you have a return address, the post office will return the letter to you if the address is wrong or the person left without a forward. This will save you quite a lot of money if you are sending thousands of pieces of mail, because you will know if you should not send mail to the address next time. Otherwise put the persons name or current resident, this way all of your mail will reach the homeowner.

100% agree on both return address AND adding 'or current resident' to the mailings. Return addresses leaves your mailings looking more professional. When I get mail without a return address I just assume they are trying to be sneaky. Yeah well I just toss it and never once think of opening it.

[csalisbury]

Envoke Curiosity With Your Envelope Design

The first obstacle to doing direct mail is getting your message read. If you use postcards, your message is automatically exposed to the prospect. If you're sending letters, your first task is to get the letter opened. If your letter looks like a sales letter, your chances of it ending up in the garbage unopened go up exponentially. As a result, one of the keys to successful direct mail is to get your prospect to at least open the envelope so they can be exposed to your sales message.

Using mailing labels or putting your business name on the return address are red flags that instantly let the prospect know it's a sales letter.

The key to getting your letter at least opened is to create some curiosity around it. Giving the letter a personal look, handwritten addresses with nothing else, are an excellent way to create this curiosity and at least get your letter opened. Is it sneaky? Absolutely, but as business owners we're only interested in getting our sales message read. If they chuck it as soon as they realize it's a sales letter, chances are they weren't a real prospect for our service to begin with, but at least you had an opportunity to deliver your benefit laden sales message.

If you do put a name on the return address, use your name (not your business name) and then make the letter a personal letter from you to them.

Another way to create some curiosity and get your letter opened if you're printing the names on envelopes is to put a return address with no name. You don't want it to look like a sales letter so don't make it too 'fancy' or expensive looking.

If you do decide to use mailing labels or a format that is a dead give-away as a sales letter, envoke some curiosity and get them to open the letter by putting a powerful benefit on the envelope. Again, if they chuck it without opening it, at least you had the opportunity to deliver a sales message and they most likely weren't a good prospect for your service.

Another thing to consider is the kind of stamp you use. Whenever possible, you should use a live, $.39 first class stamp. Bulk postage rates or postage labels again are dead give-aways that it's a sales letter. A live stamp is certainly more expensive but if you have a well designed direct mail campaign, the return you'll achieve will be well worth it.

I know many of these suggestions may seem counter-intuitive or 'questionable', but these techniques have been proven to work again and again and again in many, many different industries.

[Team Gopher]

Hi Chestin,

I totally agree with you. I can't tell you how many times when I receive a piece of mail that doesn't have a return address I feel I must open it because I just don't know what's in it. I can't judge if it is junk mail or not. Then once I open it, I can make that determination.

[rednktxn]

I Believe In Sending Out Letters. I Also Do As Master Mower Stated.
1. I Hand Address The Envelopes.
2. Use Regular Postage Stamps
3. For Return Address I Only Put Address. No Name. I Think Or Believe Doing That Promotes Curiosity To The Receiver.
Good Luck,
Larry