A recent direct marketing trial by Direct Wines saw average
response rates improve by 4.76 per cent when it used a
personalised stamp compared with a traditional indicia. Direct
Wines designed four of its own stamps, which TNT Post then
produced as part of its yourStamp service.
“We’ve experimented with many different ways in which to
make our direct mail stand out on the doormat,” said Direct
Wines production manager Laura Hall. “With yourStamp we can
control exactly how the stamp appears, making this an extremely
powerful tool.” Direct Wines is considering using the
service again.
TNT Post said that mailings affixed with stamps are more
appealing to customers because they appear more valuable.
“A traditional stamp acts as a prepayment method of postage
and is regarded as legal tender,” the company said in a
statement.
The yourStamp concept has already proven successful in the
Netherlands, where it was introduced in 2006. Research by Mail
Monitor found it to produce a 15 per cent lift in open rates, with
recipients showing more curiosity for the mail and finding it
more “striking and personal”.
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