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  • Writer's picturePinecrest Marketing Group

Postcards: Time to Rethink and Revive



In an era where digital communication is king, direct mail marketing, particularly the use of postcards, is experiencing a revival. Businesses are rediscovering the tangible and personal touch that postcards can bring to their marketing efforts. Here’s why it’s making a comeback and how postcards can potentially boost sales.


The Advantages


1. Tangible Connection:

A physical postcard grabs attention as soon as it arrives in the mailbox. The tactile experience of holding a postcard creates a lasting impression.


2. High Open Rates:

Direct mail boasts significantly higher open rates compared to email. According to the Data & Marketing Association, direct mail has an open rate of around 90%, while email open rates hover around 20%.


3. Personalization:

Modern printing technology allows for highly personalized postcards. Personalized messages and images can be tailored to individual recipients, making the communication feel more personal and engaging.


4. Less Competition:

Physical mailboxes are receiving far fewer marketing materials than in the past. This reduced competition allows your postcard to stand out and get noticed.


Crafting Effective Postcards


1. Eye-Catching Design:

Use bold, vibrant colors and high-quality images to make your postcard visually appealing. The design should align with your brand or business's identity and capture the essence of your message.


2. Concise Messaging:

Keep your message short and to the point. Highlight key information such as offers, discounts, or event details. A strong call-to-action (CTA) should be prominently displayed to guide the recipient on the next steps.


3. Personal Touch:

Personalize the postcard with the recipient’s name and tailor the content to their interests or past interactions with your brand or business. This personal touch can significantly increase engagement rates.


4. Trackable Elements:

Incorporate trackable elements like unique coupon codes, QR codes, or personalized URLs (PURLs). These features not only make it easy for recipients to respond but also allow you to measure the effectiveness of your campaign.


Integrating Digital and Direct Mail


1. Multichannel Approach:

Combine direct mail with digital marketing efforts for a comprehensive multichannel campaign. Use postcards to drive traffic to your social media platforms, website, or store front.


2. Follow-Up Strategies:

After sending out postcards, follow up with an email or a phone call. This integrated approach reinforces your message and increases the likelihood of conversion.


3. Data-Driven Targeting:

Utilize data analytics to segment your audience and create targeted mailing lists. This ensures that your postcards reach the right people with the right message.


Local businesses, such as gyms, restaurants, salons, and retail stores, use postcards to promote events, new offerings, or seasonal discounts. This localized approach helps drive foot traffic and build community engagement. Revive those postcards and give us a shout if you need help!

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