Successful Direct Mail Postcard Marketing Campaign

Your marketing plan includes your local paper, radio spots, and the old stand by - the yellow pages. This has been working yet you want to spice up your marketing to attract more customers. Direct mail marketing postcards will provide a professional, creative and economical way to get your target audience's attention and begin to turn them into customers.

What is direct mail marketing?

Yesterday, when you were looking through your mail there was a postcard from some business in your neighborhood. It caught your eye with the powerful graphic. This business is using direct mail marketing - send a postcard advertising their business and services to their potential customers.

Why should you use direct mail postcard marketing?

Direct mail marketing provides a business an opportunity to send out fresh, fun, creative postcards to potential customers who will benefit from working with them. It's different for your potential customer and most importantly, your postcards will be noticed.

Of course, direct mail marketing only works when you prepare a campaign properly.

The List

• Effective postcard marketing opens up a new set of customers by creating a targeted list of who matches the demographic or geographic traits of your existing customers.
• It brings your business into the mailbox of potential customers who already have a need for your product/service.

Repetition

• A successful direct mail postcard marketing campaign should run for 12 months or longer.
• This creates a continued presence in your target customer's mailbox.
• The longer you run your marketing campaign the more effective it is going to be.
(It takes at least seven impressions before your recipient remembers you.)
• The first postcards will be glanced at then tossed. Subsequent mailings reinforce your message, image, and name so when the recipient is ready to purchase your product/service they will remember you.

Creativity

Postcard marketing provides an opportunity to creatively 'plug your business'.

• Use eye catching graphics to get attention.
• Clearly explain the services you offer.
• The call to action should tell them exactly what to do next and why.

Track Return on Investment

The ability to track the success of your direct mail marketing campaign is as easy as:

• Place a tracking number in the corner of each mailing and ask for that number when the transaction is made.
• When you send out 1,000 postcards and receive 100 responses it is easy to calculate your return on investment and say with confidence that the campaign led directly to the responses.
By contrast, measurement of other media must often be indirect, since there is no direct response from a consumer.
• Keep records for each mailing to the same list to determine what is working and what needs to be changed.