Send me a postcard!

In the world of marketing there seems to be a great debate about the use of direct mail pieces. With the massive increase in on-line media and marketing initiatives, most people have passed on direct mail marketing in favor of the digital options. One thing to consider, though, is that with the increase of on-line marketing customers are now bombarded more than ever with messaging every time they log into their email or other social media outlets. Just like the days of old when people were annoyed every time they went to the mail box and had mass piles of marketing mail, they now have the same experience in the digital world. So, what is the answer?

Unfortunately, I cannot claim to have the answer to the question of "to mail or not to mail". All I can suggest is that you consider the possibility of utilizing both direct and on-line marketing efforts. My logic for this suggestion? If people are becoming just as immune to digital marketing as they are to direct mail, catch them off-guard and send both! As long as the campaign design is attention getting it will register on some level in the customer's brain. Even if they spend mere seconds glancing at your digital effort, a well timed follow up received in the mail is more likely to get a second glance for the simple reason that it will be recognizable on some level and different than the version already brushed off.

Another encouragement is to consider the use of postcards rather than more traditional pieces. Because of their size they can be less expensive to produce while still allowing the use of custom graphics and message. Postage costs for these pieces are less than other options, as well, allowing you to stretch your budget a bit further. Unlike direct mail pieces that require the recipient to open and unfold, postcards offer a 100% open rate with the message front an center as soon as the mail box is opened. One last thing to consider is that used as one piece of a well designed marketing campaign, postcards can help direct customers to the next step in the conversion process.

Still not sure about my logic? Check out these articles for some additional insights and more hands on suggestions on how to make your direct mail campaign a success!

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