Promotional products, when used in conjunction with a sales lettter or as an incentive to respond, can make a significant difference in direct mail response rates. The use of promotional products can also significantly improve a business ' effectiveness in converting leads to sales appointments. The following are findings from a direct mail study by Silver Marketing Group:
Adding a promotional product to a mail promotion increased the response rate by 50%.
- The use of a promotional product as an incentive to respond generated 4 times as many responses as a letter alone.
- The use of a promotional product as an incentive to respond reduced the cost per response by two thirds.
The study was conducted with 1,482 businesses divided into 3 groups. Each group received either a personalized sales letter, a sales letter plus a promotional product or a sales letter with the offer of a promotional product incentive.
