STAMP TEST: LIVE STAMP VERSUS POSTAL INDICIA
Test whether the use of live stamps would boost response rates for a personal loan offer.
The financial institution was interested in exploring the effect of using live stamps as opposed to a generic-looking indicia.
The mailing of 6,000 was randomly split in half, with everything remaining constant except the use of stamps vs. indicia.
While the response rates were quite close between the two groups, the average balance of those that received the live stamp was considerably higher than that of the indicia group. In fact, the average stamp recipient had a balance 55% higher than the indicia-based group.
Was that higher average balance due only to the use of a live stamp? It is difficult to tell without doing an additional test. However, if all things are constant (which they were) one would have to look to the only difference in the mailing as the potential driver of increased results.
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