Use postcards in the digital age?
In this digital age, you might think using a paper product in your marketing campaign would be outdated. But you’d be wrong. Postcards are still an inexpensive and reliable way to get your message right into the hands of your customers. In our world of ecommerce where anyone can fire off an email, a postcard can enhance the professionalism of your business.
Use a well-designed, right-to-the-point postcard in a welcome mailing targeted at the first-time customers you’ve identified. If you can get these first-timers to become repeat customers, you might retain them for years.
“Miss you” mailings can also be effective. Identify customers who haven’t purchased from you in a while and invite them back. Be sure to entice them with a great offer. Likewise, reward your best customers with special offers via postcard. Offer them a product or gift certificate for reaching certain spending thresholds. Expect some handsome response rates. Special promotional postcard mailings, whether sent during Christmas, summertime, for times of inventory clearance or for any marketing idea, can create excitement and new sales opportunities.
When was the last time you received a thank you card after a transaction? It’s rare. A hand-written postcard is a great way to say thanks and make a positive impression on a customer.
There are several key things to consider before launching a postcard campaign. Be sure you know the profile of your target market. Is your demographical information up-to-date? Postcards have limited space so carefully conceptualize your message. Be sure the recipient “gets” the message with a quick glance. Avoid excessive wording. More isn’t better. You may only have a second or two to make your point with a potential customer.
Ways to track the results of your postcard mailing are to include a discount code on each card and ask the recipient to use the code when they buy. Or, ask recipients to bring the postcard with them when they visit your business to claim a gift. By doing so, it’ll be easier to determine which of your sales were generated by postcard marketing.
Keep in mind – doing just one mailing of postcards may not generate the results you desire. Consider doing it again and again. Repetition helps improve the marketing performance of your postcards.