Think for a moment about how many marketing emails you receive that you either ignore or delete without reading. But what about physical, printed mail? There’s a good chance your eyes linger on what shows up in your mailbox, even if only for a moment. In the midst of continual improvements to digital marketing, the temptation can be to view postcard mailers and other direct marketing pieces as antiquated.
From real estate mailings and business grand opening promotions, to sale announcements and event invitations, postcard mailings continue to see strong results and deserve a place in your marketing mix. In fact, targeted postcard mailings have an average response rate of nearly 4 percent, according to a 2012 report by the Direct Marketing Association. The DMA also reported that 54 percent of postcards are read by recipients. Additionally, between 2004 and 2014, while direct mail response rates increased 14 percent, email response rates dropped 57 percent, according to digital marketing site DMR.
Furthermore, it pays to be repetitive, as consumers are 46 percent more likely to respond to offers from companies they’ve heard of, the DMA reports. A successful mailing campaign usually means repeated mailings, not just a one-time job.
Marketing That Stands Out
Modern digital printing technology has put high-quality products within easy reach of small businesses, offering fast printing and economical pricing, even for small jobs. With a variety of available sizes, paper stocks, and finishes, there are numerous possibilities for attractive mailers.
When you partner a well-defined strategy and well-written copy with eye-catching, professional design, your postcard can stand out in a stack of mail, attracting a recipient’s eye and holding his or her attention.
Additionally, incorporating features such as variable data printing can lend your piece an extra element of personalization that helps make a good impression on your recipients.
Reaching Your Audience
Depending on your objective, there are different ways to approach the mailing of your postcard. By utilizing an acquired, demographically targeted mailing list, you can reach your ideal target market. On the other hand, options such as Every Door Direct Mail (EDDM) allow promotional postcards to reach everyone on designated carrier routes – a great option for businesses that thrive by serving local businesses.
Parts of a Whole
When it comes to direct marketing, the best solution is not necessarily all-print or all-digital. In all likelihood, it’s a balanced mix of both.
Well-developed and executed direct marketing postcards can be supported by digital elements. That may be as simple as printing a campaign-specific discount to use online or a QR code that, when scanned, links to an online landing page. Additionally, by directing recipients to an online landing page with a contact form, you can capture contact information and build your email list.
With the right message and a strong mailing list, a direct marketing postcard mailing campaign can make an impact for your business.
Are you interested in developing a successful postcard marketing campaign? The expert team at Mellady Direct is ready to help you. Contact us today to get started on a free consultation and quote.
