Direct Mail and Marketing Tips

 

5 Reasons to Send Business Postcards This Summer!

palm-trees

Postcards pack power at any time of the year and Summer might not be an obvious choice to focus on these types of campaigns. The holiday season might seem more appealing, right? But have you considered these 5 reasons to make the most of postcards this Summer?

It’s Postcard Season

Even though you’re not sending a postcard from a sunny vacation, the fact is, friends and family might be. If a postcard turns up in Summer, it’s more likely to be read with anticipation. Even when the recipient realizes it’s not a vacation postcard, by this point you’ve already got their attention. If your messaging and offer is strong, you’re ahead of the game. 

Reduce Marketing Costs

If you want to reduce costs on your marketing campaigns this Summer but still maximize output and return, postcards could be the answer. They are one of the most cost-effective forms of direct mail because they are inexpensive to print and easy to scale. 

Less Competitive Season

Summer is actually one of the best times to send mail because it’s a much less competitive season. There is no major influx of mail during this time like there is during the holiday season. 

More Receptive Time of Year

With an increased number of people off work, recipients are more likely to digest the information, with less going on in their day-to-day lives. When consumers are in a relaxed frame of mind they notice things more, take in more information and have the time to read into things a little further. 

If the messaging is especially memorable, some people put them right on the fridge so they won’t forget them. How powerful is it to have your message hanging on the door, of one of the most used appliances in the house, for months at a time? 

Easy to Test

You can roll out a new offer and test it on a smaller group of recipients to determine how successful it might be when rolled out to more people. It’s very simple to run multiple tests to compare the response rate of different messaging and designs. 

They Don’t Waste Time

No one likes things that waste their time. This is one of the reasons many consumers dislike commercials because they interrupt TV shows and can often feel like a waste of time. Postcards are quick and easy to digest. If the offer is of no interest to the recipient, they are small and easy to dispose of. Hopefully, your offer is irresistible and once that postcard has been read, it’s up on the fridge waiting to be redeemed or followed up. 

Easy to Redeem In-Store

If you’re sending promotions that customers can use for money off or for collection of premiums from your store, postcards make it simple to redeem. Small in size but stand-out in nature, they are easy to slip into a pocket or handbag and bring in to store. 

Depending on your business, Summer might actually be one of your seasonal peaks. In this case, it’s a no-brainer to make the most of a direct mail campaign during this time. One thing to consider If you do send postcards over the Summer is to remember that many households are away on vacation during this time. Try to factor this into your offer, perhaps allowing for a longer validity than usual. 

 

 

About the Author

Wilson Zehr is a Direct Mail Industry Expert, Direct Marketing Specialist, and CEO of Cendix (www.cendix.com), the leading provider of Web-to-print solutions that increase sales both online and offline. He is also the founder of Zairmail (www.zairmail.com), the company responsible for many "industry firsts" in direct mail.

 

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