Postcard Direct Mail Marketing

So you think that Snail Mail is a dinosaur? Not if you intend to reach new prospects and current clients. According to the U.S. Census Bureau, in 2004 approximately 61.4% of all U.S. households had access to the Internet either through dial-up or broadband. Now that statistic sounds like snail mail isn’t a viable tool any more, but let’s think about this – 61.4% of U.S. Households – who in the household is actually on the Internet? The head of the house or maybe it is a child. The point is every household (100%) receives snail mail every day and by utilizing a postcard direct marketing strategy, your ability to reach customers and increase business is far greater.

A postcard direct marketing campaign is an effective means to contact current clients and prospect for new clients as well. Why does it work? Post cards are unique and different from letters in a very important way…

Here are the top 3 reasons why a postcard direct marketing campaign is better than a letter:

1) You can utilize high impact colors and graphics to grab attention;

2) Your message is clearly and easily seen;

3) Postcards are easier for your clients to read—no envelopes;

You literally have about 2 seconds to grab your readers attention. Many people actually sort mail while standing over the garbage can!! I know because I am one of them. You need to send something colorful, catchy, to the point, and more importantly convenient for your audience. Postcards do all of these things.

A post card direct marketing strategy will invariably generate walk-in trade to your business or even website. Its very nature is to reach the unreachable and get your company noticed. Unlike email strategies which must be subtle and discrete about selling, post cards are all about selling. The more gregarious and even outlandish your postcard is, the more likely it will be noticed and read. The reason is simple, you are trying to grab their attention and get them to read over the postcard. Most people are far more likely to look at a brightly colored card versus a plain white one; and most people are going to read big bold print rather than small diminutive printing.

The following are a few ideas to grab the postcard recipient’s attention:

1) Use bright bold colors for the card stock;

2) Use large bold text to emphasize particular information;

3) Be direct, don’t waste the space or their time;

4) Make them an offer they can’t refuse!

Postcard direct marketing campaigns can be utilized for a variety of reasons – to announce a new product or service, to introduce a new member of the organization, to thank a new client, to keep in touch with older clients and of course for developing new clients. In fact, your options are limited only by your imagination. Just about any idea, announcement or reason is plausible to print and mail out on a post card.

If you rely on just the Internet and emailing to reach your customers and prospect for new clients, you are statistically eliminating 38% of the households in the United States. But chances are you are actually missing 50% to 75% of the people who make the buying decisions for the household. But by implementing a post card direct marketing strategy, you are effectively reaching 100% of the households in the U.S. Let me repeat that – you are effectively reaching 100% of the households in the U.S. with a post card direct marketing campaign. No, using a post card direct marketing strategy is not the most modern of sales techniques but it works and is very effective at drumming up business.

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