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Design important in postcard direct mail campaigns
Given the rise of technology when it comes to advertising and marketing, sending information through the mail that targets consumers seems like a rather outdated method. With people being able to get information whenever they want through the use of a quick Web search, it's easy to take the stance that mail has no value. But that couldn't be further from the truth.
According to Business 2 Community, the direct mail response rate in 2012 was higher than the standard email. The website states that business-to-consumer and business-to-business mailing campaigns had a 4.4 percent rate of response, while the standard for email is just 0.12 percent. Additionally, B2C, citing data compiled by Epsilon, revealed that 73 percent of U.S. consumers said they preferred brands to contact them through the mail as opposed to any other method.
For companies considering a direct mail marketing campaign, this is great news. Even though data shows that people aren't opposed to the idea, that's only half the battle. Businesses still have to create materials that entice a response.
GreenIndustryPros, a website dedicated to the lawn care service industry, lists some great direct mail tips for businesses to use if the strategy involved an informational postcard. One of the key points is making sure it's being targeted to the right consumer.
There are many direct mailing list options to choose from, so it's important to pick the one that closely aligns with the prospects your business is looking to attract, as well as lists that have undergone address validation. Sending postcards to the wrong consumers can result in a lot of wasted financial resources.
Another good tip is taking design into account. Any advertising campaign should be eye-catching, and postcards are no different. Making sure they're large enough to be seen and include all of the appropriate data, such as contact info and what's being offered, can help improve conversion rates that lead to increased profits.
