Why should you include direct-mail postcards in your marketing plan? Here are ten good reasons
Arguably the greatest benefit direct-mail postcards have over letterstheres no envelope to open. Envelopes create a barrier between the marketer and the prospect. And in marketing, one barrier is too many.
Postcards begin speaking your message as soon as theyre pulled from the mailbox. But they dont stop there. Creative postcards wind up on bulletin boards and refrigerator doors, giving them more visibility and shelf life than regular direct-mail. And with the affordability of full-color printing and graphic design these days, you can create a pinup-worthy masterpiece for little more than the price of a stamp.
If its easy to read, it will be reada copywriting proverb that applies doubly to direct mail. Postcards are quick and to the point. This makes them more inviting to a potential reader and gives your message more punch.
Order today, delivered tomorrow. Choose the right direct-mail provider and thats the speed of service youll enjoy. This makes postcards ideal for time-sensitive marketing, such as upcoming events, limited-time offers, and market changes (e.g. real estate agents marketing around changing interest rates).
Direct-mail postcards are campaign-friendly. You can carry out a sustained, periodic marketing plan easier and more affordably than with any other medium. A good direct-mail provider will even have automated features built into their system, enabling you to set up your mailings in advance.
Postcards allow you to test your offer, message, and design before launching a more costly, full-scale campaign. For example, send 500 cards out and get 10 phone calls in return, and youve just measured a 2% response-rate. You can then modify your approach until youre happy with the return.
Direct-mail postcards and the Internet make a perfect marketing match. The postcard tells your prospects about your website and makes an offer to get them there (like free information). Once at your site, they can learn more about what youre offering. This also pre-qualifies your prospects, because only those truly interested in your product or service will visit your site.
Even small businesses can afford to advertise with postcards. The creative and printing costs are much less than for a full-blown direct-mail package, again because there are no envelopes, letters, brochures, or other inserts to produce.
Postcards have as many marketing uses as the marketer has imagination. They can be used as coupons, new product announcements, event reminders, thank-you cards, buyer follow-ups, special offers, quick-reference guides, and a host of other applications.
If done properly, direct-mail marketing works. Want proof? According to the U.S. Postal Service, Americans spend over $250 billion each year in response to direct mail. And the numbers are rising. Direct mail also averages $10 in sales for every dollar spenttwice the return of a TV ad.
Impact, versatility, affordability, results with so many reasons to use direct-mail postcards in your marketing, the only question left to ask is: Why not use more of them?