Postcard Direct Mail Marketing Works (Here's Why)
by Alan Sharpe
Published on this site: July 21st, 2005 - See
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Used the right way and with the right audience, postcards
often outperform their mailbox "competitors" in
money saved and revenue generated (the competitors are sales
letters, self-mailers, unaddressed flyers, dimensional mailers
and
catalogs). Here's why postcards are so effective.
QUICK
Postcards are quick to produce. You have only two sides to
write on, two sides to design. And part of one side is taken
up with the address and postal indicia. They are also quick
to print and mail.
AFFORDABLE
Direct mail postcards are the cheapest of all the direct mail
formats next to unaddressed flyers (unaddressed flyers require
no stamp). They are cheaper to write and design, and cheaper
to print.
NOVEL
Check today's mail. You likely got a number of letters, maybe
a flyer or two. Maybe a self-mailer. But you likely did not
receive a postcard. Postcards are more rare, and, for that
reason, they are a wise choice if you want to stand out in
your prospect's mailbox.
IMMEDIATE
The greatest challenge facing direct mail copywriters like
me is persuading strangers to open our packages. One great
benefit of postcards is that there is nothing to open. They
land in the mailbox with no clothes on.
CONCISE
Postcards do not give much space for you to sell, so they
force you to make your strongest selling promise right away,
make your offer, and then ask for the order. That means they
do not waste your prospect's time, but deliver your sales
message without delay. They are so quick to read that some
prospects read both sides of the postcard before deciding
to act on your pitch or pitch your card.
Alan Sharpe is a business-to-business direct mail copywriter
who helps business owners and marketing managers generate
leads, close sales and retain customers using creative
direct mail marketing. Learn more about his services and
sign up for free weekly tips like this at www.sharpecopy.com/newsletter
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