Postcard marketing -- insights for today?

Great sharing! Targeted list is the way to go.

Do you recommend any resources for postcard marketing?

It's interesting that this topic came up as I've just been trying to put together a snail mail campaign (to supplement my e-mail marketing) that's feasible for me financially. Of course, the topic of postcards came up.

I'm a student of Dan Kennedy and have a couple different editions of his Magnetic Marketing kits. In it, he makes a big deal about sending mail that's readily identifiable as advertising (i.e. "junk" mail) and told a horror story about tons of junk mail being dumped by the U.S. Post Office. Ever since, I've been leery of sending anything that doesn't look like personal mail. I just don't want to waste my money on buying a list of names, then mailing postcards if they're only going to get dumped in the trash.

I know not every campaign will be successful, but I REALLY don't want to waste my money on a campaign that may very likely not even reach my prospect, or he'll trash it as soon as he sees it.

I know I'm probably overly-worried, but I'm just gun-shy about using postcards.

However, doing a letter campaign isn't workable either. Yes, I could send them out myself, but I've tried that before and it's A LOT of work. For me, schlepping to the copy shop to make hundreds of copies, schlepping them home to fold the letters, address and stuff envelopes, then schlepping it all to the post office, well... it's just too much. (I'm not strictly lazy. I have mobility problems, so for me, it IS an issue.)

I haven't found a viable mailing house alternative. They're either too expensive up front or don't offer what I need. (Click2Mail.com allows you to mail one piece at a time, but the envelope is a windowed, business envelope. Not very personal. )

I'd like to send a newsletter... But that's been problematic cost-wise too. I've seen postcard newsletters discussed, but I haven't found any vendors or options I like.

So...

I came back to my SendOutCards.com account. SOC offers 3-panel cards (which actually ends up being 4 panels). I decided to turn it into a mini-newsletter and see what happens.

It's still not much space, but the idea is to drive prospects online where my website and e-mail newsletter will do the heavy lifting. I just need an affordable method for reaching my prospects offline, with no costly upfront minimums.

Best of all, SOC sends out their cards in plain envelopes with a real stamp. Yay! (That's been a problem for me as I'm REALLY trying to avoid the advertising look.)

Just tonight, I created a mockup and have mailed it to myself to see how it looks. If it looks as I expect, I'll probably go with it.

Fortunately, SOC allows you to create your own designs, so I can have my designer design a custom newsletter masthead (the front card cover) if I decide to do this.

I'm a bit nervous about it. It's definitely an extra expense. But I know enough about marketing to know that, if done right, it's worth it.

We'll see...

Michelle

We've used postcard mailing herein my company for years and they still work. With some tips above from other Warriors, I will add these:

- Graphics are not always needed. Mail a type of Classified Ad postcard with black text on a colored card stock.

- Once a year mail a festive full-color postcard like a Christmas card or calendar to spruce things up.

- Add yourself to the mailing list to make sure your card arrives, and make sure it arrives in great shape (ie the printing is not smeared, etc.) Follow up if something is amiss. Post offices do help you in this; their workers do need to make money, too, handling mail.

Postcards and other offline marketing methods are underrated. I've been using postcards in conjunction with telemarketing to my email subscribers. This results in consistent double digit conversions such as higher end Amazon and other affiliate products.

I haven't split tested variables like:

a) 4x6 vs 5x8 postcards

b) 1, 2- vs 3- step sequences, and frequency (bi-weekly, monthly, weekly)

c) usage during specific product launches, or other time limited factors

d) color vs b&w

what's interesting is for example combinations; is 3 black and white 4x6 more or less effective in sales conversions than 2 color 5x8s? etc

any one have test results/experience to share on any of those variables?

Sending postcards to existing customers just before holidays (allow extra time for delivery), major events, anniversaries, birthdays, etc can be particularly effective for impulse purchases as well as generating additional referral leads/sales from their families, friends, business associates etc.

I only send special-occasion postcards (including holidays) to my email subscribers who have made purchases within any 60-90 day cycle, depending upon the niche. Through testing, I have found that diminishing returns makes it impractical to continue promotions beyond 90 days for non-buyers. Non-responsive subscribers are culled to keep my lists manageable.

For regular buyers, this process escalates beyond postcards into addtional points of contact such as mailing of Amazon gift cards, small gift packages, telephone calls, mobile marketing, and even personal visits by my sales reps. Multiple media marketing can dramatically increase conversion rates, particularly for high end affiliate products.

I use PostCard Marketing To Promote Physical Products offline. You want To Make Sure You Have A Mailing List That is Targeted Towards Your Niche. Cheap Ugly Postcards have Worked great for my niche. MMO Niche.

I second that. If you are selling information products, you should test a text-heavy postcard with no graphics and a powerful headline and subhead. Interested recipients will read you long copy.

I have a huge swipe pile of postcards, and this style is favored by Perry Marshall and many other students of Dan Kennedy. They're smart enough to test everything, so we can assume it works for them.

Marcia Yudkin

Most countries have lists available through list brokers but nowhere near what the USA has unfortunately. I think most of it has to do with privacy laws in other countries. Here in the states it seems like everyone sells your information so the lists are much easier and cheaper to come by.