Thrivent Financial’s direct mail kit features a red stamp with the words “Time Sensitive…. Billing Notice Enclosed”. The red stamp infers to readers that this is an urgent message, and you should open the envelope.

Creating a sense of urgency is a great tactic with direct mail kits to increase open rates. The reader is alerted that there is beneficial information inside, and it’s more important than the other direct mail kits in their mail box.

I also want to point out that Thrivent did another nice trick with their BRE. Thrivent Financial could have a variety of demographic age groups, and because of this, they cater to all ages. There is an option to pay via the included reply form and BRE (postage not included). There also is an option for setting up auto payments via their call center, saving customers on the cost of postage (noted through the BRE window).

This kit is different because it is not an acquisition direct mail kit, but is customer communication. Although they are two separate verticals in our marketplace, the elements of urgency translate very well to the acquisition.