Postcards – A powerful addition to a marketing campaign

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Consider postcards as a quick way to target a message to a specific customer.

Quick, personal, direct and relevant. Communicating with your customers in this manner can be golden. People don’t have a lot of time to sort through all the marketing messages aimed at them. Yet, they do appreciate hearing about products and services that make their life easier or better. They also appreciate when the message is tuned to them and to the point, and doesn’t require them to stop what they’re doing to read it.

It’s powerful when your customer receives your message when their mind isn’t focused on something else like work, chores, or other daily activities.

Postcards are tailor made for this. They arrive in the mail, so they catch people during a little “downtime”. i.e. when they are walking from their mailbox to their home or when they see it on the kitchen counter as they head to the fridge for a snack. Contrast that with an email, right smack in the middle of the twenty work-related emails they’re trying to get through so they can go home.

Think about that. Which do you think they will be most likely to read and consider? The colorful postcard among bland bills and statements or the email that is mixed in with dozens of other emails?

The postcard is a colorful addition to the regular mail of bills and statements. They see it as they walk from the mailbox and since they’re not preoccupied with “getting the heck out of the office”, they are open to the message on the postcard.

But don’t shy away from email marketing. It can be part of a very effective “one two” punch to get your business noticed. Send an email and time it to arrive the same day as a postcard. Your customer sees the email and subject line from you and then sees your postcard in the mail. It’s a very cost-effective way to be in front of your customer several times. It also adds value to your email. Even if they don’t open the email, they see it’s from you and the subject line. When they see your postcard, it reinforces your name recognition and helps to deliver the message.

With modern techniques such as VDP, you can customize the message on the personalized postcard to the individual customer or customer household.

Consider postcards as a quick way to target a message to a specific customer. And, as a way to deliver it when the customer is open to your message.


Bill Nichols

May 3, 2012

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