With the eruption of digital media, a lot of marketers feel print no longer has feasible ROI. But when done right, it can produce a great return!
Doesn’t it feel great to go to your mailbox, pull out a postcard, and have it be an offer or information you could actually use? When this happens, it means the marketer did their research. They found people who truly want what they have to offer. This increases your ROI.
There are many keys to print postcard success. A few are: target, offer, creative, and mailing services.
When you have a product or service to offer, do your research for the right target demographic. CCLd has learned about 40% of the success of your campaign is dependent upon reaching the right audience. Work with a professional mailing list company to identify your demographic and acquire a high quality mailing list. The USPS offers EDDM (Every Door Direct Mail). EDDM is an interesting concept for businesses. One reason to use EDDM is to announce your presence in a neighborhood or specific area. You select carrier routes and control the drop dates, and the USPS delivers directly to every door on that route. You don’t have to purchase a mailing list or permit, which saves costs. The standard size for EDDM postcards are 4.25 x 10.625, 4.25 x 15, 6.25 x 9, and 6 x 11. You can map your marketing mail audience by specific demographics using EDDM as well. Learn more about EDDM.
Another approximately 40% for success of your postcard campaign is the offer. What are you asking the recipient to do (the call-to-action)? Research will help you determine the best offer for your target demographic. CCLd suggests making the offer exciting, meaningful, and useful. Try a discount for new customers, an invitation to a grand opening, or a BOGO for previous customers.
You want your postcard to get noticed – not blend with everything else in the mailbox. Use interesting photos, colors, and typography on the postcard. About 20% of the success of you campaign depends on it!
Mailing services is defined as how the postcard is mailed. Will you print labels for the address field and return address field? And then mail them yourselves with a live stamp? Or will you use a company that offers mailing services (recommended). When you use a professional mail house, you can still use a live stamp (if you prefer) but you’ll save a lot of man power and it will be more professional to the prospect receiving the postcard. And there’s always variable data printing (which is the subject for another blog post). Using a professional mail house will also ensure a clean mailing list. They can run the list through different professional services such as NCOA (National Change of Address) and CASS (Coding Accuracy Support System). These two processes ensure delivery, therefor saving money on the mailing campaign as a whole.
A great article about DMA Response Rate can be found here. It is a 2016 report projecting 2017 statistics.
Got questions? We’d love to help.