Key Takeaways:

  • The return address on your envelope can make or break your direct mail campaign.
  • Including titles like “Vice President” signals solicitation and reduces open rates.
  • Use only a name and address—no titles—to create intrigue and boost opens.
  • Test different locations for the return address to increase curiosity and engagement.
  • On the letter inside, include your title if it builds credibility—but never on the envelope.

 

 

Editor’s note:

(The last 2 weeks we had an article broken into Part 1 and Part 2 on Direct Mail Blunders. In retrospect, I should have added this additional blunder. You can read the entire article by clicking HERE.)

One small mistake on your envelope can destroy your response rate.

It’s the return address.

Many marketers get this wrong. And the cost is huge – wasted postage, lost sales, and missed opportunities.

Why the Return Address Matters:

Prospects decide in seconds whether to open your mail.

If the return address signals what’s inside – or worse, looks like “junk mail” – the envelope goes straight into the trash.

But if the return address creates mystery and intrigue? Your chance of being opened skyrockets.

The #1 Mistake Marketers Make:

Too many mailers include titles in the return address.

Big error.

Listing “Vice President of Marketing” or “Director of Sales” screams solicitation.

Result? Lower open rates. Lower response. Lower ROI.

The Winning Strategy:

Instead:

Keep it simple. Use only the sender’s name and address. No titles.

Vary location. Sometimes use a different office, city, or even state for testing.

Create curiosity. Make the recipient want to see what’s inside.

And here’s the nuance: on the letter itself, if you’re the President or CEO, absolutely sign it with your title. That builds authority and credibility.

But on the envelope? Leave the title off.

Why This Works:

People respond to people. Not departments. Not faceless corporations.

A return address that looks personal feels like a real letter – not another pitch.

That’s why the biggest direct marketers in the world still use this technique today.

Bottom Line:

Your envelope is the first – and sometimes last – impression.

Get it wrong, and you kill your campaign before it even starts.

Get it right, and you maximize opens, response, and profits.

To schedule a FREE critique of your direct mail or multi-channel campaign, call Michael at 615-933-4647 or email him today at [email protected].

 

FAQs:

Q: Why is the return address so important in direct mail?
A: It influences whether the recipient opens the envelope or throws it away. A wrong return address can signal “junk mail.”

Q: What’s the biggest mistake marketers make with return addresses?
A: Including job titles like “Director of Sales,” which makes the mail look like a sales pitch and lowers response rates.

Q: What should I include in the return address?
A: Just the sender’s name and address—avoid any corporate titles or department names.

Q: Can I use different return address locations?
A: Yes, testing different cities or offices can boost intrigue and open rates.

Q: Should I ever include my title?
A: Only inside the letter (especially if you’re a CEO or President), not on the envelope.

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