Does Direct Mail Work? One of the most debatable marketing questions of our time. What does the question really mean? What is it that you are looking for out of your marketing efforts?
I think it is........Well.......
Results!
Whether it’s weight loss, test scores, or finances, tangible success is the payoff everyone wants.
With a limited marketing budget, it’s important for your business to make every penny count. And, according to a 2018 DMA Response Rate Report, direct mail consistently outperforms all digital marketing channels.
Direct mail allows readers to comprehend, process, and remember the material more quickly and easily, with postcards and large envelopes eliciting the best overall response. Think about how quickly you process your own mail – ‘bill, letter, junk, ad . . .’ It takes a split second to accept or discard each piece. Postcards put the message front and center as soon as the printed piece hits their hand.
When it comes to results, 52.5 percent of potential recipients claim they will read a postcard, whereas a letter-sized envelope will be opened only a third of the time. Postcards get a fairly high response rate – 4.25% – followed by dimensional mailers with 4% and letter-sized envelopes at 3.5%. And larger postcards (6-inches by 11-inches) are an ideal choice to ensure your piece stands out in the mail pile.
Success Starts Here
Ready to acquire new customers and increase your profits? Here are some tips for head-turning postcards:
Get to the Point
Postcards should have one obvious call to action. Understanding the audience and key message will drive design, with branding that will reinforce this theme.
Stress Benefits
Highlight the benefits of what you are selling. If you are selling a booklet-folding machine, don’t just say, “stainless steel hopper, 10 inches wide.” Add, “assembles 600 booklets per hour!”
Use Engaging Designs
Even classy postcards can have some sizzle, whether it’s font, bright colors, foil, or creative cardstock and graphic combinations.
Follow Headlines with Delivery
The promise of the headline should be fulfilled in the body copy—immediately. Your first few sentences should explain, elaborate on, and support the promise made in the headline.
Don’t Be Boring
People take in loads of information each week, and postcards have a split second to catch their attention. A sharp layout is great, but be sure to integrate this with a lively message to keep them reading past the headline.
Offer a Next Step
Don’t assume the reader knows what to do with your card. Include instructions and crystal-clear action steps, like, “For a free 2020 landscaping guide, visit www.lawnparadise.com, or call Betsy at __________ for a blueprint on a total yard makeover.”
Enhance Readability
More than 30 percent of the population classifies themselves as “scanners,” so aim for improved readability with bullets, generous white space, screened boxes, yellow highlighting, crossed-out text (like $19.95, $9.95), and simulated handwriting in the margin.
Front and Center with Eye-Popping Postcards
Want to make the right offer at the right time?
Postcards are ideal when:
- You want to generate leads.
- You’re offering a free or premium item.
- The primary response is a URL landing page or a phone call.
- The concept is easy to explain or familiar to the reader.
Finally, the sure advantage in postcards is knowing where to send them.
Savvy marketers know who their audience is, and they realize it’s not just one group. The most successful postcard marketing sends unique messages (and even segmented landing pages) to the groups they most want to reach.
If you can reach out to 500 targeted people (versus 5,000 bulk addresses), your success rates will skyrocket.
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