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Top 10 Advantages of Using Postcards

Postcard Marketing is Affordable and Effective

Postcard marketing might not be something you have on the radar when it comes to marketing your business – but it should be. In this article we’ve highlighted ten reasons why businesses should consider direct mail as part of their marketing mix, but in reality there are countless more. For now, let’s dive right in to learn more:

1. Performance
According to the DMA Response Rate Report (2018), direct mail outperforms all digital channels combined by 600%. This is a significant statistic to keep in mind when planning where to allocate your marketing budget.

2. Affordable
Postcard marketing is surprisingly cost-effective. Contrary to popular belief, you do not need to break the bank to enjoy the benefits of direct mail response rates. Consider mailing postcards through a direct mail marketing agency to save money. At Modern Postcard for example, we utilize our Postal Analytics service which identifies strategies for fastest and deepest postage discounts that we then apply specifically to your mailing campaign.

3. Tangible
Cutting through the digital clutter with more digital clutter… well, you get the picture. A postcard on the other hand arrives in the mail and can’t be deleted by the click of a mouse. In fact, a postcard will be seen 100% of the time when people sort through their mail. In addition, research done by DMR (Digital Marketing Ramblings) revealed that 48% of people retain direct mail for future reference. Think about it, how often do you copy, paste and save a digital ad to look at it later? Exactly.

4. Personal
There is something special about receiving something in the mail that is tailored to you specifically. Consider creating personalized postcards to engage your customers and prolong their interest. After all, you want to connect with the customer and establish a link right off the bat. Personalization does just that. Fundera’s research showed that 70% of consumers say direct mail is more personal than online interactions. What do we say to that? Take advantage of knowing that people like to be wooed! Here at Modern, from list procurement to postcard design, we can easily help you get your personalized postcard campaign off the ground.

5. Effective
Today’s consumers glance over digital content with ease, which can be quite frustrating for marketers who spend their time crafting savvy messages to catch customers’ attention. But, there’s hope! Research done by Canada Post revealed that direct mail requires 21% less cognitive effort to process than digital media sources. Adding a postcard to the mix may just solve the problem and lift your marketing response!

6. Targeted
If you want to market your company’s products or services to an entire neighborhood, a postcard marketing campaign will do the trick! It’s called geo-targeting. Choose from zip codes, carrier routes or neighborhood boundaries – the options are yours! At Modern, we can even target individual households within your established geo-parameters and serve them with digital display ads to match your postcard marketing campaign.

7. Trackable
Tracking response of a postcard mailing is easy. Most marketers will use a dedicated phone number for each direct mail campaign. If the goal is to get customers to visit a website instead of calling in, then a dedicated landing page with a unique URL is the way to go. There are other ways to track response too, such as using promo codes or asking the customer to mail or bring in a coupon to redeem a particular offer or discount.

8. Non-Intrusive
Postcards are an affordable way to promote your brand awareness. Businesses constantly use postcards as reminders to existing customers, but also to target new, potential customers. Mailing postcards is an accepted and well-established method to get the word out in a non-intrusive way. According to the DMA Response Rate Report (2018), 70% of consumers prefer traditional mail for cold, unsolicited offers.

9. Clever
Digital retargeting is all the hype these days, but we’re going to let you in on a little secret called postcard retargeting. Oh yeah, it’s real and it’s happening all around you. Marketers have found a clever way to retarget their lost website visitors by mailing them postcards the very next day. And these postcards are loaded with messages relevant to the visitors’ browsing history. At Modern, our postcard retargeting service is called Modern iO and we’d love to show you how it could bring back visitors to your website.

10. Easy
If you’ve considered doing a direct mail campaign but you feel a bit overwhelmed and don’t know where to begin with creative, size, message, etc., we highly recommend to start with a simple, standard postcard. At 4.25” x 6” it’s a relatable size and perfect for campaigns that are on a budget. Standard postcards mail at First-Class speeds and are the most affordable of all the available direct mail options. Their small size make it easy to draft a simple creative with a straight forward message.

And there you have it! As you can see, a standard postcard can be extremely versatile in its simplicity. Perhaps that’s the main reason why they remain such a popular option for marketers, no matter what trends are buzzing around. Ready to give it a go? Contact us today and get the process started.

Call a Direct Marketing Specialist at 800.959.8365.

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