A Premium Symbol

“We mail about a million pieces in Spanish, and we do about 15 million in English. So we are mailing less, but I think it’s the idea of the mailbox being less cluttered for them,” Dengler adds.

Response justifies costs
Of the three dueling mailings, the key-ring premium mailing was the most elaborate in terms of production, and about 60 percent to 70 percent more expensive than if the organization instead used a sheet of name stickers. But Dengler says the response rate on the key ring and cross premium mailings makes up for the increased production costs.