Is Certified Mail Good for Direct Mail and Marketing Purposes?

Can I use Certified Mail for marketing purposes? The simple answer is yes, you sure can. You can use USPS Certified Mail to send all sorts of documents to anyone in the United States. However, a better question to ask might be, “Why would you want to send your Marketing Mail via Certified Mail?”

The obvious reasons to send your marketing campaign this way might be because Certified Mail gets attention when it arrives, you can track it and see when it is delivered with Certified Mail Receipts.

It could also be due to your desire to ensure that your prospective clients are receiving the promotional deal that you’re distributing. Initially, this seems like a great idea. You would know exactly when your prospects got your promotional material and when you might be expecting a call from them about placing an order for your product.

However, let’s flip that coin over and propose some ideas about why Certified Mail might actually not be a good tool to have in your marketing toolbox.

Does Certified Mail Bring Goodwill?

What is marketing? It’s basically about generating goodwill and revenue. You’d love for your customers to remember your name and have a good feeling about your product or services whenever they hear it. Additionally, you’d like for your customers to be motivated to purchase your product. This generally comes from trust in your brand, the right timing and the right offer or promotion.

Desk with pens, stapler, a plant, and paper that says marketing strategy

Let’s ponder the concept of “goodwill” first. How will Certified Mail create goodwill; a pleasant feeling or association when your company’s name is mentioned? Does Certified Mail have goodwill associated with it? You may be surprised but have you considered that it might actually has the opposite effect on people?

Certified Mail means business and it is designed for legal proof, assigning responsibility and proving delivery through USPS tracking. Not that Certified Mail is bad, but have you ever heard someone say, “I’m so excited about a Certified letter I’ve received?” Have you personally ever said that when you received a piece of Certified Mail? Didn’t think so.

Keep in mind, it’s possible that everyone’s first thought, when receiving a Certified letter, is “uh oh, what have I done?” “Did I forget to pay my bill?” “Is someone suing me?” “How much is this going to cost me?” If this is your experience, you can see that Certified Mail generally never makes anyone feel good.

Does Certified Mail Bring Joy?

What happens when your potential client opens the Certified letter and finds your happy promotional material inside? Will they be relieved that it’s not bad news? Yes, but what will be their next reaction be? Will they say, “I’m so happy this isn’t bad news! I’m so happy that I’m even going to buy the product that is being promoted.” Well, to be honest that seems a bit overly optimistic. In reality, they are going to feel duped. They will be a bit angry that you caused them panic.

It’s a bit like tying your advertisement to a rock and tossing it through someone’s window. It will make a scene, cost you a lot of money and make the recipient mad, but they will get the message. Now, ask yourself why you would want to do this? How powerful does your offer need to be in order to overcome the fear and trepidation that a Certified letter causes?

Let’s face it, sometimes people hide from bad news (I’m sure you’ve seen this concept in action). Yes, you’re going to be happy that you know when your promotional piece was delivered, but there’s not a great chance that all of the pieces will be opened when they arrive.

Some recipients may set it aside until they have a chance to meet with their accountant. Some may wait until they are having a really good day in fear that the contents may drain them of joy. Some may just put it at the bottom of their mail pile in hopes it will go away. Now, we wouldn’t really recommend these options as the best course of action, but we have seen and heard of this taking place involving Certified letters.

Marketing materials sent via First-Class Mail or Marketing Mail through the postal service, on its best day, is neutral. But using the Certified Mail service is often considered threatening, and definitely does not make people happy.

Does Certified Mail Generate Sales?

As we look at the sales or revenue, the question might be, “which mail product will generate a greater return on investment (ROI)?” Meaning, will $1,000 of First-Class Mail generate more revenue than $1,000 of Certified Mail?

Let’s Break it Down:

Using very rough numbers, let’s say a First-Class piece of mail costs $1 each including the postage rate, and a piece of Certified Mail costs $10. Yes, $10 is more than the cost of Certified Mail fess, but by the time you spend your time creating Certified letters and going to the post office, you’ll be hard pressed to do this for less than $10 a letter. But those arguments are for another time, so feel free to pick any number you want for this exercise. We’ll go with $10 for simplicity.

If you send your offer via First-Class Mail, you’ll be able to send out 10 times (10x) the number of letters. In one case you’ll send 1,000 pieces of mail and in the other you’ll send out only 100. And if Certified Mail is not opened, you may lose another 20 recipients. If those who do open it are annoyed that you tried to trick them, you may lose another 50 recipients.

In our little hypothetical situation, you can deliver your message to 1,000 recipients (First-Class Mail) or 30 (Certified Mail), for the same money. In this case, the clear answer and most cost-effective way is to send your marketing piece or mail campaigns is via First-Class Mail or Marketing Mail.

Can Customers Refuse Certified Mail?

Of course, another problematic part of sending Certified Mail is that people can actually refuse the letter. They can just pretend like they aren’t home when the mail carrier arrives. If a notice is placed in the recipient’s mailbox or left on their door for them to drive to the post office and pick up their letter, they can choose not to do so. Sometimes people have seen Certified Mail and now just make it a habit of saying “that person doesn’t live here anymore,” in which case the letter gets returned to the sender.

What is Better Than Certified Mail for Marketing Purposes?

That’s a pretty easy questions; just about anything.

You can save a bundle and preserve goodwill by sending your promotional products or direct mail piece by First-Class Mail. You can also save a few more pennies by sending via USPS Marketing Mail, but it has some complications you’d need to deal with (a topic for another day).

Another powerful option is to send your message on a postcard. The recipient doesn’t even need to open it. Instead, they’ll see your offer immediately when they are sorting their mail. Yes, you may not feel like those are glamorous options, but there is a reason that over 100 billion First-Class and Marketing Mail documents are sent each year.

What is a More Glamorous Option Than Certified Mail?

If money is no option, the speed of delivery is what you desire and if you want the recipient to be wowed by your mail piece, then we recommend using FedEx. It’s fast, it’s powerful and there’s a much better chance of excitement when the truck pulls up than there is for Certified Mail.

Consider this: Good things like checks, refunds, rebates and offer letters come in through FedEx. Bad things like past due notices, legal notices, food recalls, fines and fees come in Certified Mail.

Bottom Line

At first glance, Certified Mail seems like a great way to send marketing material, but maybe a second glance is what is needed before making your decision. Send your legal correspondence via Certified Mail. Send your promotional materials via First-Class Mail. When you need to make a massive statement along with your marketing message, send it via FedEx.

(Here’s our shameless plug… if you do intend to send a lot of FedEx letters, we have a great way to get them out quickly while probably saving you a considerable amount of money.)

Mailing for Success: How To Get Your Mail Opened

Should you utilize LetterStream for sending out promotional mail with the aim of expanding your potential client base and, ideally, boosting your income, we are delighted to accompany you on this journey.

We believe you’ll see some positive results in your bottom line when promoting your goods and services through postal mail.

Increase the Chance of Someone Opening Your Letters

To make a mailing campaign work, there are two things to focus on. The first is what’s on the outside that gets your letter opened. The second is what’s on the inside that delivers your specific message and call-to-action. Think about this in your marketing strategy.

We like to consider the first step as judging a book by its cover. We realize you’ve probably been taught not to judge a book by its cover, but let’s face it, that’s how we all work, especially when it comes to making purchases.

What Should the Outside of My Mail Piece Look Like?

For this article, we are focusing on the external components and the important things to consider in order to get your envelope opened.

Whether you’re sending an invoice, a newsletter, or a direct mail marketing campaign, these principles hold true. The exterior of your mail item is what compels the receiver to open and scrutinize the letter or its contents.

It’s Not About Pretty Envelopes

Yes, you read that correctly and this may throw a twist into things a bit. We may even get a lot of push back from the graphic designers and envelope engineers out there. However, it’s not about pretty and it’s not about eye-catching. It’s about something far simpler.

Getting someone to open an envelope from the postal service is all about the term “recognizable”. Think about this the next time you sort and open your mail. Chances are, unless you design envelopes or are in marketing, you won’t sort your mail by pretty or eye-catching. Instead, you will sort and even prioritize by the concept of “recognizable.”

Make your Envelopes Recognizable

You’ve likely already realized this while going through your own mail: your envelope should hold something identifiable or familiar to resonate with the recipient.

Consider the reasons behind your specific method of sorting your incoming mail, and let’s try to define the different priorities based on the principle of recognition.

The Mail Sorting Routine

Let’s capture the mail sorting process. Keep in mind the exact steps won’t be the same for everyone. I ought to know, for some weird reason I like to sort my mail by envelope size, from smallest to largest.

General Sorting Efforts Beyond Envelope Size

A person generally will end up with a couple piles of mail after sifting through the stack. There will be the friendly mail like wedding invitations, birthday cards, holiday letters and thank you notes.

Next there will be the pile of bills that need to be sorted out for payment and processing, maybe not now, but not to be forgotten.

Then there’s the rest of the mail. Granted, you may make a pile for grocery store coupons and various other items, but the bulk of everything else is just noise. You might just dump it in the shred bin, or you may let it accumulate for another day when you have more time. Which face it, never really happens.

Which Pile Would You Like Your Message In?

That’s easy; you want it in the friendly mail pile. If you can’t obtain that, you’ll want it in the bill pile. If you can’t secure that, you’ll want it to be the most stand-out piece in the pre-shred pile.

Our recommendations are deigned to keep your mail out of stack three completely. We want action taken by the receiver before they toss it through the shredder.

Hey, I know This Sender

We believe there are two key components of recognition and familiarity.

The first component is, do you know the name in the return address of the envelope? We believe fairly early in the process you will look at the sender’s name to decide which pile the mail goes into. If you see a family member’s name or an old high school buddy on the envelope, it’s going to get opened first.

These personal connections are the most powerful for getting a piece of mail opened. (Side note: This also is why its important to send a personal note to a potential business contact within days of meeting them. So that your name and sales pitch are still in the forefront of their mind.) So, be sure to put your name and/or company name on the outside of the envelope.

If you choose to not place your name or company name on the outside of the envelope, you might feel like you are being clever. However, it’s quite similar to a cell phone call which pops up on your phone as “restricted”. Most people won’t answer the call. The same is true for mail. People won’t open your letter.

The second way to make the return address recognizable is to send it from a town local to your recipients. This isn’t often possible, but when you can, try to make it happen.

Is This a Bill?

Here’s where a transactional mailing company like ours has a totally different perspective than flashy marketing companies.

We know that bills get opened, and we also know they get sorted to the second tier of mail. If something looks like a bill, it will avoid the first round of shredding. Why? Because of importance.

For clarification, we are still talking about the outside of the envelope. Bills come in plain white envelopes, have a security tint on the envelope and typically have one or two windows for addresses to show through.

We don’t recommend making your message look like a bill, as that could make people grouchy. However, we recommend making it look important.

Do You Really Know Me?

Who are your true friends? Are they the ones that call you by your casual name or your nickname? We may not know entirely but we do know, they don’t call you by your last name followed by your first name (Jones, Mike).

If you receive a piece of mail with your last name, a coma and your first name, are you intrigued? Is the sender familiar? No; no one would call you that.

There’s a reason we call it the First Name and Last Name. Also, spell your recipients names correctly. If you don’t know how to spell their name, don’t bother sending the mail.

Should You Make Your Stamp Stand Out?

To be honest, we don’t get it either. Stamps probably don’t make any difference. If you see grandma’s name in the return address area of a piece of mail, you’re going to open the letter. Doesn’t matter if it has a squished bug where a stamp should be.

There are so many other mail sorting methods that take priority over the stamp, that you probably shouldn’t care about it. Let’s rephrase. Put real stamps on your wedding invitations and other luxurious mailings in order to honor your friends but don’t use it on marketing mail.

If It Doesn’t Arrive, It Won’t Be Opened

Seems simple, but that’s not always the case. We can’t forget making sure you have right addresses.

Double check your mailing list. Make sure you didn’t accidently sort only of your addresses and scramble up your entire mailing list. Yes, this one makes us a little sick and we’ve seen it far too many times. Databases and Excel spreadsheets can assist in shuffling your data, but ensure all elements are correctly aligned prior to uploading your address list.

You can also clean up your mailing lists using CASS software or better yet is the NCOA (National Change Of Address) database.

A quick note: we offer “Address Cleanup”/CASS and “Deluxe Address Cleanup”/NCOA on our website to help you get the most out of your mailing list. Also, if your data has gotten scrambled, our Deluxe Address Cleanup will let you know.

Another way to verify a few addresses is by using the USPS zip code lookup tool. Only use if you don’t mind entering them one at a time. It does more than look up a zip code; it will actually tell you if the address is complete and if it is valid.

Happy Mailing

Hopefully these little tidbits will help you reflect on your next mailing and how you can increase its effectiveness. And just maybe, your next mail piece will be recognized by your clients in their stack of mail!