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Guest post by: David Frey Become an Author

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Recently, there have been a few advancements in the field of direct mail that have catapulted response rates.

I've been specifically watching three developments unfold recently and at least two of them have proven, in several tests, to significantly increase response rates. (the third one is just downright cool)

Here they are...

Advancement # 1 - Customized Market Mail

Suppose you were a motorcycle dealer. Wouldn't it be great to be able to send self-mailers to your prospects in the shape of your best selling motorcycle?

Or what if you sell cars. How would you like to send a direct mail piece that looks, and is shaped, exactly like your best selling car?

Well, that's what the new custom market mail allows you to do.

Krispy Kreme recently did a test mailing using custom market mail with great success.

Want to see their mailer?

Well, here it is...

Here's the back side of the mailer:

http://tinyurl.com/52bjf

Here's the front side of the mailer:

http://tinyurl.com/5o7oo

Is that not cool or what?!

You can click the link below to open up a pdf letter that talks more about the Krispy Kreme case study.

http://tinyurl.com/49jz2

As far as I know - - the only company producing these ingenious custom mail pieces is http://www.ShipShapes.com

Click on over there and check out the other shapes they offer.

If you want to learn more about MarketMail click on the USPS link below: http://www.usps.com/customizedmarketmail/

Advancement # 2 - Repositionable Notes (RPN)

I'll bet most of you reading this article use post-it notes. You know, those little colored sticky paper notes that you use to scribble on.

Well, now you can put those on the OUTSIDE of envelopes!

Yes, now you can put any type of message you want on post-it notes (or "RPN's") and stick them on the outside of an envelope.

Here's an example of what I'm talking about...

http://tinyurl.com/52ud2

And in test after test, these little RPN's have proven to significantly increase response rates. In a study done by a third-party vendor, RPN's were shown to increase response by as much as 37%!

In fact, RPNs have proven so effective in raising response rates that there is a hot debate going on between the USPS and the mailing community about charging a $.05 fee for all mailers using RPNs!

Click the link below to read about several amazing RPN success stories.

http://tinyurl.com/59la7

Any mail house, printer or letter shop that has some type of automated labeling equipment can apply the notes. It is important that the notes are machine applied and not hand applied.

But you can't just buy a bunch of post-it notes and start sticking them on your envelopes. You have to get your RPN's through a "USPS Approved Vendor."

Currently, Repositionable Notes are only available through the following authorized vendors who have met the U.S. Postal Service standards and guidelines for developing Repositionable Notes.

3M
Post-it® Direct Response Products
3M
2020 Lookout Drive
North Mankato, MN 56003
800-610-6947
postitnotes@3mdirectresponse.com


3 Sigma
1985 West Stanfield Rd
Troy OH 45373
Paul Benson
937 440-3400 x 104
Product Name - 50# RPN


The Kennedy Group
38601 Kennedy Parkway
Willoughby, Ohio 44094
Nancy Klaar
440-951-7660 x53
email: NKlaar@kennedygrp.com


Moore Wallace North America, Inc
NoteStix Repositionable Notes
3235 Grand Island Boulevard
Grand Island, NY 14072
tel: 716-773-0448
email: Mike.anderson@moorewallace.com


If you want to read more Frequently Asked Questions about using Repositionable Notes click the link below:

http://tinyurl.com/5aasv

Advancement # 3 - Photo Stamps

It was only a matter of time before the postal system would allow you to create your own customized stamps.

Yes, now you can place nearly any type of image on a stamp, and use it as valid postage for your direct mail.

There hasn't been any studies to determine if these custom stamps increase response rates but I gotta say - - they are very cool.

Here's an example of what you can do with a photo stamp:

http://tinyurl.com/3mdqk

(Hey, who's that handsome guy on the stamp in the middle? :-)

The only bad thing about them is they're a little pricey. If you want to learn more about developing and using your own photo stamps, visit http://www.stamps.com and click on "Photo Stamps."

Conclusion

If you found the information in this article helpful and you know someone who also might find it beneficial, would you do me a favor and pass it on to them.

Thank you.

To your success!

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