What is a postage stamp worth to you and your business? 49¢? Think again.

What if I told you $1,000? The acquisition of a valuable new customer? The reactivation of a former client? A single postage stamp can be worth all that and more.

Many direct mail campaigns work just fine with a pre-printed indicia. Postcards, self-mailers, and catalogs come to mind. Other campaigns work well with a metered imprint, such as subscription and membership renewals.

Consumers generally scan and quickly sort their mail into three categories: personal correspondence (stamps), bills (metered), and marketing mail (indicias), which are then read — or disregarded — in that order.

But there are times when a marketing campaign calls for a live postage stamp. Invitations, win-back mailings, exclusive offers, and new membership appeals could all benefit from the use of stamps on the outer envelope. They give the appearance of personal correspondence.

As direct marketers build relationships through the use of variable data printing, mail is becoming hyper-personal. A customer’s lifestyle, interests, and purchase history can factor into custom copy and images on a mailpiece-by-mailpiece basis. Consumers appreciate it when marketers truly “speak” to them with relevant messaging.

A pre-printed mailing permit on an envelope could alter the whole personal effect. So, when you are going for that personal touch it may be more effective to affix a live stamp to the envelope.

The Value of a Postage Stamp

Because the eyes are conditioned to prioritize mail posted with live stamps, using postage stamps can give your direct mail campaign a leg up when used appropriately. With the right postage, you improve your chances of getting over the first hurdle of getting opened and read. Consider the lifetime value of acquiring a new customer as a result, and it’s hard to put a price on that.

But don’t take our word for it; try it yourself by conducting an A-B split test: Mail half of your next personalized campaign with a live stamp and the other half with a preprinted indicia. Include a measurable call-to-action and track response. You might find that live stamps perform better than printed indicias.

You can still take advantage of bulk discount mailing rates with presort first class stamps. They have the same effect on the eye as regular stamps. Your lettershop should be able to automate the live stamp posting process to quickly get the mailing out and into your audience’s hands right away.

Now if you really want to give your mail the ultimate personal touch, consider having addresses handwritten or typeset in realistic calligraphy fonts. That could make your mail so irresistible that it gets opened right out of the mailbox on the way back to the front door.

P.S. There are plenty of occasions to use metered mail and indicias. For example, metered mail is extremely convenient, fast, and cost-effective. For small businesses, it can give the appearance of looking larger or more established. Using an indicia (or mailing permit imprint) is very convenient for businesses sending bulk mail because a large quantity can be printed in advance, but they only pay for postage as it is used.