Sent to members of the organization, this card was designed to garner a response over a 4-month period while doubling as a sales tool for ticket sellers at booths.

Most people know that postcards are an inexpensive way for an organization to keep customers and prospects aware of things like special promotions and new product offerings.   But, in a world of email and web communication, is direct mail still a viable solution?  Absolutely.

You hear us talking a lot in this blog about defining your target, really knowing who the person is that you’re trying to reach which each and every marketing move you make.  The better you match the brochure/ad/website/email/etc. to the needs of the person exposed to it, the higher return you’ll get on the promotion.

Is email marketing less expensive than postcard marketing?  Absolutely.  But if your target isn’t making the decision you want them to make while they’re involved in their own email, it’s not going to get a good return.  Email is great for promotions that center around a call to action involving quick, immediate decisions such as “Click to buy now, before they’re all gone!”.

But if your goal is to build your brand, expanding awareness of your organizations products and services over time, email isn’t the best solution.  The average user decides in less than 3 seconds whether to read an email or delete it.  Let’s say you made the cut and they did read your email.  If they didn’t find anything compelling enough (given the other distractions of the particular moment in which it was received) to click for more information, the mail is usually deleted right away.  Sometimes it is saved; most of those are not read again before deletion.

Contrast this to a well-designed postcard.  Let’s say this postcard is from a Realty company who sends the cards to all customers who had purchased through their office more than one year and less than ten years ago.  Imagine that the card has a “Just wanted to say hello” message, along with a tested recipe for a dish with wide appeal.  The call to action is soft; “We look forward to working with you again.  Phone if we can be of help.”  Such a campaign will NOT make the phone ring off the hook immediately.  But it is well-crafted to be saved by the recipient (I might try that recipe next week) and is less likely to be tossed.  It doesn’t appear to be junk mail, so it is more likely to be read.  It may be shared with a friend, as a recipe or a referral or both.   A campaign like this is brand building and relationship building.  Expect the short-term return on investment (ROI) to be weak and the long-term ROI to be strong.

A few points to keep in mind when designing your direct mail campaign:

• Using “variable data printing” dramatically increases response rates.  What we’re talking about here are personalizing the message in each postcard to include the recipient’s information (name, age, member since information – any demographic you choose).  Everything can be personalized.  Hundreds of studies have shown that response rates increase by as much as 200% when this strategy is employed.
• Use color – photos and examples.  Doing so has proven to increase response by up to 100%.
• Use your logo and be sure to include not only your contact information but a call to action; what is the recipient supposed to do now that they have this postcard?
• Use Direct mail when you need to demonstrate credibility.  People trust it far more than other forms of advertising.
• Choose your list carefully.  If you are mailing to a blind list (not one created by your company), make sure it aligns properly with your campaign.  In other words, don’t send diaper ads to retirement homes.
• Use expert design, full color printing and professional photography help to make an emotional connection with your reader and build trust for your company.
• Keep it Simple!  Don’t make your promotion so complicated the recipient doesn’t know how to participate and don’t dilute the message with multiple domain names, phone numbers and logos.
• Third party logos can increase credibility; use appropriately.
• Presentation counts!  If your target is business-professional, use top-quality papers and printing.  If your target is ecologically-minded, use ‘green’ papers and inks.

If you think Direct Mail and/or Variable Data Printing might be a good fit for your organization, give us a jingle.  We’ll be happy to walk through costs and options, offering as much–or as little–assistance as you require.  360-642-4431