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Direct mail letters vs postcards

by roley
11 replies
What is your take on which one is better?

Like i can understand the idea behind postcards. People don't have to open so you stand a good chance of it being read. Yet postcards scream JUNK MAIL and more times than not they are likely thrown in the bin before being read.

Where letters if you are crafty you can get them to open.

What do you think?

Which would you choose and why?
#direct #letters #mail #postcards
  • Profile picture of the author dani0157
    How about a beautifully designed mail letter accompanied with a postcard with a calendar on the back.

    Why a calendar? My idea was that you make the postcard somehow more usable so that it don't end up directly in the trash.

    + Don't send them in a standard white envelope.

    I know that this will rise the costs of your campaign but it will also increase the open/read rates.
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    • Profile picture of the author BrianMcLeod
      Originally Posted by dani0157 View Post

      + Don't send them in a standard white envelope.

      I know that this will rise the costs of your campaign but it will also increase the open/read rates.

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      Brian McLeod
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      • Profile picture of the author Bill Jeffels
        From my experience using post cards is best when using a 2 step method.

        And If done right the Direct Mail letter will take your prospects through all the emotions to actually buy what you are selling.


        Bill Jeffels


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        • Profile picture of the author marciayudkin
          Yet postcards scream JUNK MAIL and more times than not they are likely thrown in the bin before being read.
          Where did you get that idea? I have years of experience running successful postcard campaigns. Your postcards will scream JUNK MAIL only if you think of them and design them that way.

          It's actually rare that someone tosses a postcard without first looking at both sides of it. It's much more common for people to toss envelopes without opening them.

          Marcia Yudkin
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          Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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          • Profile picture of the author roley
            Originally Posted by marciayudkin View Post

            Where did you get that idea? I have years of experience running successful postcard campaigns. Your postcards will scream JUNK MAIL only if you think of them and design them that way.

            It's actually rare that someone tosses a postcard without first looking at both sides of it. It's much more common for people to toss envelopes without opening them.

            Marcia Yudkin
            Pretty easy. I'm not thinking of them as a marketer. I'm thinking of them as a person who gets them in the mail 99% of postcards i get go in the trash. Its bull crap that I dont want and never asked for. Thats how i got that idea. It's a known fact postcards are treated like junk. As 99% of postcards are not sent to the right people.
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    • Profile picture of the author roley
      Originally Posted by dani0157 View Post


      + Don't send them in a standard white envelope.

      I know that this will rise the costs of your campaign but it will also increase the open/read rates.
      Doesn't this go against what John Carlton said about sending a letter in a regular envelope? Not making it fancy or looking like its junk mail
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      • Profile picture of the author marciayudkin
        From Marketing Profs today:

        Research from the US Postal Service indicates that most who receive direct mail advertising pay attention to it; households report that they tend to respond to about 1 in 10 pieces of direct mail. An International Communications Research survey found that 73% of consumers actually prefer mail over other advertising methods. And according to Research by Mail Print, 85% of consumers sort and read their snail mail on a daily basis, and 40% try new businesses after receiving direct mail.
        Marketing Strategy - Print's Not Dead: Print Marketing Will Thrive in 2014 and Beyond : MarketingProfs Article
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        Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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  • Profile picture of the author Steve The Copywriter
    Direct mail, postcards or whatever, if the offer is good and reaches the right audience you have a chance of success.

    The better the offer the greater the chance.

    But they are all junk if they scream they are junk.



    Steve


    P.S. With sales letters and postcards you keep sending them until the profits stop.

    (usually if you make a few changes you can reactivate them)
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    • Profile picture of the author OutOfThisWord
      I've had a lot of success in the B2B space with postcards because managers tend to glance at anything that will help them run their biz better, faster and cheaper.

      In Oct. I did a split test (letter vs. postcard) as the first project for a new B2B client and the postcard out pulled the letter. And it was a 4.5" x 6" postcard, not a jumbo you see so many people doing theses days.

      The reason I went that small was because you can mail first class and quickly 'clean' the list.

      If the copy is engaging and makes a clear offer, biz managers will read and respond.
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  • Profile picture of the author gjabiz
    The self mailer. But first, I agree with Marcia Yudkin, postcards do NOT scream junk mail. In fact, in my opinion, junk mail doesn't scream junk mail...if the recipient is the right target.

    Sometimes a post card will work, again, depends on who gets it or what it is supposed to do.

    I've had a lot of success with self mailers, especially in the supplement arena, and two that have been big winners were

    1) The 11 x 25.5" double tri-fold "catalog"...it is three regular 8.5 x 11 inch pieces of paper folded into one sheet then folded into an envelope size...this makes each panel available for product information

    2) the 6" x 30" postcard size folded mailer with each panel for product.

    You can design any sort of self mailer your budget can afford, and these cost somewhere in between postcard and complete letter package...

    but, it goes to TARGET and product you are offering. In testing, often a postcard gives results which will help determine further testing of more evolved and involved packages.

    Can test with a postcard, or if you have mailing services or ability a simple letter.

    In reality, I'd test both with the right list...the list, or TARGET would help determine the media.

    It is only junk mail if the right person did NOT receive it.

    gjabiz


    Originally Posted by roley View Post

    What is your take on which one is better?

    Like i can understand the idea behind postcards. People don't have to open so you stand a good chance of it being read. Yet postcards scream JUNK MAIL and more times than not they are likely thrown in the bin before being read.

    Where letters if you are crafty you can get them to open.

    What do you think?

    Which would you choose and why?
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  • Profile picture of the author Steve The Copywriter
    Hubspot, a digital marketing company - released some stats fairly recently.

    • 200 million Americans have registered their phone numbers on the FTC’s “Do Not Call” list

    • 91% of email users have unsubscribed from a company email they previously opted into

    • 84% of 25-34 year-olds have left a favorite website because of intrusive or irrelevant advertising

    • 6% of people skip television ads

    • 44% of direct mail is never opened


    So, for email, TV, website, the percentage of people not even seeing your ad is in the mid-to-high 80’s.

    A large majority of Americans can’t be reached by phone.

    Yet, 56% of people ACTUALLY OPEN direct mail letters.

    And here's the thing...


    You don’t have to open postcards. You just read them.



    Steve
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