Sticky mail helps DM get noticed

Getting consumers to open direct mail pieces isn't easy. So to help spruce up outer envelopes, 3M now offers Post-it Notes for DM efforts.

Getting consumers to open direct mail pieces isn’t easy. So to help spruce up outer envelopes, 3M now offers Post-it Notes for DM efforts.

‘Even if the envelope gets tossed, the recipient might still keep the Post-it Note,’ explains Alexis Mandziuk-Dawson, senior sales and marketing analyst at Toronto-based 3M Direct Response Canada, adding that having the notes on the outer mailing is a call-to-action.

3M has been working with Canada Post to test effectiveness over the past year. A piece for The Hearing Foundation was sent with outer Post-its equipped with IBM tracking chips to Canada Post’s test market of 2,500 people. The feedback was very positive, and as a result the

Post-its were approved for DM outer envelopes in January.

Two clients that have already had success with the notes are Rogers and Reader’s Digest. Recently, Rogers did an unaddressed admail test in the Barrie, Ont., area, sending out 455,000 pieces with

Post-its, and the same number without. The results were staggering: Rogers received significantly higher call volume from the pieces with the Post-its than it did from those without.

Prices vary depending on quantity, size and the number of colours involved. Minimum orders start at 10,000 pieces, which would cost $73 per thousand for a basic 3 x 3 canary yellow Post-It, scaling down to $14 per thousand for orders of 500,000 or more.