Put yourStamp on mail - TNT Post launches UK's first personalised stamp for business mail
TNT Post has launched a personalised stamp service, called yourStamp, which allows its business customers to design their own stamps for use on their customer mailings. The new stamp aims to help TNT Post customers, both national and regional, create a more personalised look to their everyday mailings. In addition, the yourStamp has been introduced to aid consumer cut-through and improve response rates on customers’ direct mail (DM).
The launch follows a successful trial with Direct Wines involving 119,531 DM items, 28,260 of which bore a Direct Wines personally designed yourStamp. When comparing the impact of different mail markings, the trial saw an average uplift in response of 4.76 per cent when using yourStamp compared to traditional indicia.
This result supports the belief that stamps applied to mailings are perceived by recipients as more valuable and personal than a standard indicia. This is due to the fact that a traditional stamp acts as a pre-payment method of postage and is regarded as legal tender.
Direct Wines designed four of their own stamps for the trial which TNT Post then produced. Commenting on the results of the trial, Laura Hall, Production Manager at Direct Wines said:
"We've experimented in the past with many different ways in which to make our direct mail have stand out on the door mat and TNT Post's yourStamp provides us with a fantastic opportunity to achieve this. With yourStamp we can control exactly how the stamp appears, making this an extremely powerful marketing tool.
"The design process is very simple and the flexibility of the service means that we can produce as many or as few personalised stamps as needed. Our customer proposition is about bringing wines from the vineyard to your door and yourStamp gives us the opportunity to support this with stamps personalised to wine makers and regions. The results of using yourStamp have been so positive that we are now looking to expand our use if the service in the future."
Nick Wells, Chief Executive, TNT Post commented:
"We are always looking to innovate and help our customers glean the best results from their mail. Consumers are bombarded with several marketing messages everyday and therefore businesses have to work a lot harder to achieve stand out on their mailings. Using TNT Post's yourStamp on mail is simple and easy to do and if targeted accurately, we have seen that it can improve response rates on direct mail by almost 5 per cent. We hope to see many more customers sign up to yourStamp in the coming months."
Marketing collateral to support the new TNT Post service will highlight the following benefits to customers:
- Suitable for both national and SME customers
- Designed to attract more attention to mailings or signify a specific event or occasion
- Business mail appears more personal
- Offers the potential for increased ROI on DM mailings if targeted accurately
- Creates uplift in response rates where appropriately used
- Provides customer control over the look and feel of each stamp
- Provides opportunity for creativity and originality
The concept of yourStamp has already proved successful in The Netherlands. TNT Post introduced the concept in 2006 and research by Mail Monitor measured its effect in comparison to a postage paid mark. The results showed a 15 per cent uplift in opening rates, with receivers showing more curiosity for the mail and finding it more striking and more personal.
Customers interested in finding out more about yourStamp should call 01628 816771 or visit www.tntpost.co.uk
