Promotional products, when used in conjunction with a sales letter 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. Find out more by clicking the title

The packaging of promotional products can evoke curiosity as well as increase direct mail response rates. A study by Baylor University found that the use of dimensional mailers can significantly improve response rates over direct mail alone. For this study, 3,000 school administrators were divided into three groups, and received either: 1) an envelope with a sales letter, sales collateral and postage-paid business reply card, 2) an envelope with similar contents plus a promotional product, or 3) all of the contents listed above, delivered in a box with a die-cut slot, instead of an envelope. Find out what they found by clicking the title

Promotional products help encourage customers to provide you with the names of friends and associates whom you can contact in the future. A study by Baylor University found that customers who receive promotional products are more willing to provide these leads than customers who don't receive promotional products. This study was conducted with 20 Mary Kay beauty consultants, half of whom distributed promotional gifts to customers; the other ten offered no promotional gifts. Both groups then asked customers (200 in all) to refer the names of acquaintances. Find out what they found by clicking the title.

Promotional product mailings can dramatically improve response rates for campaigns involving other media, such as print advertising. A study by the Dallas Marketing Group and Promotional Products Association helped a national tile distributor integrate the use of direct mail and promotional products into an existing print advertising campaign. Response rates were then tracked for a known group of subscribers. Some subscribers received only the trade ad, while others also received a sales letter, a promotional product, or a promotional product incentive. Find out what they found by clicking the title.