If you’ve ever thought postcards are a thing of the past and direct mail is no longer relevant, sorry to burst your bubble — you thought wrong. According to recent statistics by marketing charts, direct mail has a 29% return on investment, which is one percent shy of the ROI on social media marketing campaigns.
In addition to the impressive ROI on direct mail, there are a thousand and one reasons why direct mail is an effective marketing tool.
Let’s take a look at some of them.
Why is direct marketing effective?
As we mentioned earlier, there is a long list of reasons why direct mail is still very effective in today’s business landscape. While sending series of emails and social media ads are proven means of promoting your brand, investing in direct mail is the icing on the cake.
Direct marketing helps you reach out to a particular market segment — your target audience. As such, direct mails allow you to execute personalized strategies on your marketing campaigns.
That way, you get to channel your resources (time and money) on engaging directly with your target market or audience.
Those (speaking of your audience) that will be fascinated about what you are selling (either products or services) and have high chances of converting into successful sales or retention.
Direct marketing leverage market segmentation and targeting
Before you delve into any business, your first thought should be identifying your potential clients by conducting market research. You will also care to know the market segmentation such as geographical, demographics, and customer behavior.
All of these findings will help you narrow your search to leads with a high conversation rate. As such, boosting your chances of successful sales.
Direct marketing leverage personalization
One of the major reasons why direct marketing is still effective is that it utilizes a personalized communication mode to connect with customers.
If you integrate direct mail into your communication channel, you will engage both existing and prospective customers on a personal level. Thereby creating a custom experience and memorable experience for the customer.
For instance, your direct mail could be postcards in envelopes. When the customer receives your postcard, you can only imagine how delighted he/she will feel.
It will be imprinted in the customer’s mind that you went all the way to create something unique and special for them. Now, that’s how warm your way into a prospect’s heart and keep customers happy.
Direct mail is cost-effective
It’s almost impossible to discuss the effectiveness of direct mail without mentioning its cost-effectiveness. Because direct mail marketing allows you to identify and connect with your target audience, you won’t have to cast a net over the entire sea of customers.
With direct mail such as sending postcards, you can conveniently engage your target audience without spending fortunes on trying to reach the entire market — including those without the slightest interest in your brand.
Think about it, channeling your efforts into engaging only your intended market segment or target audience will save you a lot of money instead of adopting the “everyone and anyone” approach.
Also, because you are investing in your target audience, rest assured you will recoup your investments in the long run after winning their trust and confidence. Your team will also be able to set realistic goals for their marketing campaigns because with direct mail, you measure and track your spending and make adjustments to your plans if need be.
Direct marketing allows you to upsell and re-engage customers
Direct marketing allows you to upsell and re-engage customers with personalized marketing approaches such as sending postcards.
As you can imagine, more personalization leads to equal more sales. You can also seize the avenue to tell customers who haven’t patronized you in a while how much you missed them and would love to rekindle the relationship with juicy offers.
Direct marketing makes it incredibly easy to test and analyze results
Because direct marketing uses a call to action and a means by which customers can respond — say phone numbers or an email address, you can evaluate what communication method yielded more results and adopt it for future campaigns.
Are you thinking of postcard marketing?
At this point, you should already have an idea of how you can leverage postcards in your direct marketing strategy. Postcards are arguably the most cost-effective and accessible form of direct mail available.
According to United States postal services, their simplicity makes them an excellent option for making announcements and getting customers to complete a desired action like visiting your store or website.
Postcards are versatile and inexpensive
Postcards are versatile and inexpensive and are an excellent marketing tool you should have in your arsenal. Compared to greeting cards and other traditional direct mail package, postcards are quick and easy to manage.
You can think of a postcard as a “mini-billboard” or a space you can hold. It can be a handwritten message to your customer or a photograph of a product you recently launched.
Your postcard can also serve as a reminder for an upcoming event, a mini newsletter, or a discount coupon. The major advantage of utilizing postcards for direct mail is that they don’t have to be opened to be read, unlike letters and greeting cards.
If you are creative with your postcards’ design and presentation, you will be amazed at the impact they will have on your business.
What postcard sizes are available?
Postcards come in two popular sizes — one-quarter of an 8.5 by 11 paper measuring 4.25 x 5.5 inches (small) and one-half of an 8.5 x 11 paper measuring 5.5 x 8.5 inches (standard).
Interestingly these two sizes can fit on a standard-sized paper. Of course, there are other sizes of postcards like the 6.125 x 11.5 inches (Jumbo) and 9 x 12 inches ( extra-large).
While you are at it, have it in mind the small-sized postcards (4.25 x 6 inches) are compact and easy to design. It also falls within the U.S postal services (USPS) size for postcards which is between 3.5 x 5 inches and 4.25 x 6 inches.
According to USPS, anything larger than that is considered a letter. If your postcard size falls between the USPS size range, you can send it at first-class mail, where it will get delivery priority.
We are rounding off
Top reasons why you should consider postcard marketing includes less competition because fewer companies think in this direction, it has a higher response rate, it gives room for creativity. It leaves a lasting impression on your customers.
If you need help leveraging postcard direct mail strategy in your business, you are always welcome to contact us. We can help you automate your direct mail marketing and help you yield the most ROI on direct mail.
Zairmail (www.zairmail.com) is the fastest and easiest way to send (real) postal mail. Give us a call anytime at 888.898.0066, we would be happy to help with your direct mail needs.