Postcard marketing -- insights for today?

32 replies
hi - I've tried using postcards in the past for getting live seminar attendees, and it worked great (3-4 years ago); anyone using postcards in addition to emails for multichannel marketing, that wants to share any insights/tips?

thx,

k
#insights #marketing #postcard #today
  • Profile picture of the author bob ross
    Postcards are fantastic. Follow these rules and you'll be good to go:
    • Targeted List
    • Strong Offer
    • Call To Action
    • Powerful, Relevant Graphic

    Remember that postcards typically get delivered with the postage side up, which is the back of the postcard, so get your offer on that side or compel them to flip the card over.

    Send as many cards as you possibly can and repeatedly send them to the same list at least 3-4 times over.
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    • Profile picture of the author ARealBiz
      Originally Posted by bob ross View Post

      Postcards are fantastic. Follow these rules and you'll be good to go:
      • Targeted List
      • Strong Offer
      • Call To Action
      • Powerful, Relevant Graphic
      Great sharing! Targeted list is the way to go.

      Do you recommend any resources for postcard marketing?
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  • Profile picture of the author Rob Whisonant
    I use them for Network Marketing recruiting. They work well. What I have found is the better the "quality" of the card the higher the response.

    I use a full color high gloss card with a photo on one side and then the headline and call to action on the other. Make sure you leave room for the postage and cancellation stamp!

    I also like the picture post cards with the message printed to look like it was hand written so it looks like it came from someone on vacation. You still have to get their attention and interest with your short message.

    The attention span of a post card is about 27 seconds. That includes the time to look at both sides! So keep it short and to the point.

    Re's
    Rob Whisonant
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  • Profile picture of the author 300SMG
    I'm going to use PC. Marketing to announce special offers to specific group of business owners..one pre-launch and a second one to coincide with the sites launch. I'm hoping for 10% return.
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  • Profile picture of the author Jessie Stevens
    Email Marketing has worked best for me. I haven't tried post card marketing yet. It's too much money for me to spend at the moment.
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    • Profile picture of the author Nightengale
      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
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  • Profile picture of the author Zhane Canalpan
    I have had really good luck with postcards. In fact, that is my primary marketing strategy. I focus on my target market and send them 3 different postcards, a few weeks apart, introducing them to my services, explaining the benefits of working with a VA, and then showing them how THEY can benefit from my services.
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  • Profile picture of the author Sarevok
    Postcards OWN right now.

    Why?

    Because everyone thinks they're dead.
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  • Profile picture of the author kencalhn
    great points, thanks - I'll do some split tests to my lists. targeted offers with good quality postcards are worth a test.

    hey anyone have suggestions on reaching international customers? I've only used the automated online domestic us-only postcard services... but I have a lot of international customers; somehow cost-effectively reaching them w/postcards would be good.
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  • Profile picture of the author kingofthesouth
    Postcards have been phenomenal in generating leads and income for me while promoting this biz opp. We even have a automated postcard mailing system set up for new members when they join. Just using the postcards we have documented people making well over $30,000 a month income. Direct mail is still and will always be a great way to generate sales and leads no matter what you offer.
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    • Profile picture of the author dbarnum
      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.
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    • Profile picture of the author myob
      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.
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  • Profile picture of the author kencalhn
    I've tested 2- and 3-step postcard mailouts; it's good to have multichannel marketing, though for postage costs etc seems like domestic is most economical, eg 5x8 color two sided, or vary the size / shape... email open rates are dropping a lot lately I've found, so it makes sense to test out multichannel like postcards
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  • Profile picture of the author rfuture2009
    on the receiving side of things, I hold onto some of the postcards I get in the mail (the good ones)
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  • Profile picture of the author David Hooper
    Agree with the "personal" aspect of things. If you can do something handwritten, whether yourself or hiring it out, that will help your response.

    I wrote a blog entry about a musician who did it with great success here... Music Marketing [dot] com: The 100-Year-Old Music Marketing Trick
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  • Profile picture of the author ProAffiliate01
    I figure if I responded to a postcard invitation in the past then hopefully others would. I haven't tried it yet because I've been too wrapped up in online marketing, but it still has it's definite merit.
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    • Profile picture of the author kencalhn
      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?
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  • Profile picture of the author SiteSmarty
    It depends where your target market is. I use every door delivered and post cards for local businesses pointing to my optin on websites. It's one good way to get leads and start an autoresponder series.

    I used to use postcards one at a time to get web design clients. 100% success rate. Post cards work if you focus on your target. Check out Vertical Response. Easy to test using their services.

    I wouldn't just blast out direct mail in the hopes of generating leads. Targeting is key. Every marketing technique works if you define your target.
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  • Profile picture of the author marthaswares
    I have been marketing offline with postcards for the past 8 years. Get a very targeted list, simple clear message, simple clean graphics and send the card out 3-4 times. Postcard marketing is extremely powerful.

    Good luck !
    Martha
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  • Profile picture of the author gpwilson
    Yes. I also did. But the problem is maximum recipient do not feel intense interest about that. Because i need to send an attachment with each of every email. Many of them do not like that.
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  • Profile picture of the author Just Curious
    For those of you who use direct mail for lead generation what are your thoughts on mail that arrives around the holidays (the week of Thanksgiving, Christmas, etc)? Are your response rates the same, lower or do you plan to not have mail campaigns delivered around those times?
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  • Profile picture of the author kencalhn
    Great tips on holiday postcard mailings; thanks. Here's another factor: of your leads, who do you concentrate on most? I would typically want to focus my postcard mailings on "most recent buyers", initially, since they're the responsive leads, for upsell/cross-sell/downsell/promo multi-step mailouts.

    And within that segment, most likely Not to those who buy everything, since it's not necessary? to reach hyper-responsives w/multichannel. More likely, "Anyone who's bought anything within the last 90 days (especially), and maybe as far back as 6-9 month buyers". Anyone else tested that?
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    • Profile picture of the author myob
      Originally Posted by kencalhn View Post

      Great tips on holiday postcard mailings; thanks. Here's another factor: of your leads, who do you concentrate on most? I would typically want to focus my postcard mailings on "most recent buyers", initially, since they're the responsive leads, for upsell/cross-sell/downsell/promo multi-step mailouts.

      And within that segment, most likely Not to those who buy everything, since it's not necessary? to reach hyper-responsives w/multichannel. More likely, "Anyone who's bought anything within the last 90 days (especially), and maybe as far back as 6-9 month buyers". Anyone else tested that?
      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.
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  • Profile picture of the author Gambino
    I'll throw this out there. Every few weeks, I receive a DHL envelope via USPS. By now, I know what it is and could probably trash it. It's always a postcard with some type of update/offer. But, to date I've opened every single one and have to at least read it and see the offer.
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  • Profile picture of the author ilovemedia
    It's nice to read some things on how to make postcard marketing work (targeted list, call to action, etc.) But it's also a great idea to be aware and thus, avoid the mistakes that many postcard marketers make: Postcard Marketing Mistakes - Postcardology's Space
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    • Profile picture of the author naruq
      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.
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  • Profile picture of the author murielcrom
    Postcards can be great if you know how to use them. If you have enough imagination and can make a postcard look awesome and catchy it can be really effective.
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    • Profile picture of the author marciayudkin
      - Graphics are not always needed. Mail a type of Classified Ad postcard with black text on a colored card stock.
      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
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  • Profile picture of the author axel40
    Is postcard marketing only or mostly for USA, but i suppose I can send postcard from anywhere on the globe, just a matter of mail cost, or not ?
    I also suppose mail list for that are also for the USA market or maybe there are such list for various global markets, like german. southamerican. french etc. etc. ?
    Maybe someone here have knowledge about this ?
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    • Profile picture of the author bob ross
      Originally Posted by axel40 View Post

      Is postcard marketing only or mostly for USA, but i suppose I can send postcard from anywhere on the globe, just a matter of mail cost, or not ?
      I also suppose mail list for that are also for the USA market or maybe there are such list for various global markets, like german. southamerican. french etc. etc. ?
      Maybe someone here have knowledge about this ?
      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.
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  • Profile picture of the author focusedlife
    @Nightengale - I feel your pain with the personal letters.
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    Fortunately, I found a spot that will copy and staple the letters for me for about 5 cents a piece locally.

    The crappiest part for me was the folding and handwriting the envelopes, lol.

    Solution: Task Rabbit - get someone to do all that crap for you locally.

    I also discovered that mailings and post offices versus kiosks will all give you different prices...unreal...

    I typically spend anywhere from $0.66 cents to $1.32 per mailing so, I agree, you have to be really targeted.

    A flip on Dan's strategy that I use is to have someone call and see (fiverr handles this) if they received my "guaranteed lead generation" report in the mail...before i actually send anything, lol.

    Obviously they say something like "No I didn't get it".

    The script then asks if they're interested we could get it to them sooner...do they have an email or fax number?

    Usually these produce HIGHLY qualified prospects and based on this I send a FOLLOW UP snail mail that i then use as something like impression 3 or 4 at this point.

    far more effective for me, but not something everyone wants to initiate.

    I just hope you found this strategy useful and perhaps if expaned your mind on the different ways to reach out without going broke.

    Oh, by the way, the faxes are email to fax, which you can get done for free just fine.

    Hope that was helpful.

    Regards

    Los
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