15 Reasons why postcards are one of the most effective forms of Direct Mail

Monday, 12th May 2014

Categories: Creative

• Read rates  - On average postcards get a read rate of 42% which is higher than catalogues at 36%, flyers at 35.5%, large letter envelope mailings at 35.2%, C5 and DL letter mailings at 34% ***
• Very Versatile – Single or multiple messages can be placed on a postcard ideal for sales, product launches, store openings, invitations, service reminders, immunisations reminders, appointments etc. etc.
• Testable – Can be used as part of a split test to establish what works well for either all recipients or just a specific section of them
• Targeting or list checking – If the data has not been updated recently a postcard mailing is an easy way to establish who is still active
• Non-Intrusive  - Telephone cold calls are seen as intrusive whereas a postcards that interrupts is not
• Discreet and targeted – You can talk direct to your customers without your competition knowing – if you use trade and consumer ads you can give valuable information to your competitors
• Track your results – Using PURL’s or coupon codes linked to dedicated telephone numbers
• Support Brand Identity – Regular postcards that promote your brand identity and core messages have a dramatic effect of recall. Postcards that incorporate useful information or have use such as a calendar or appointment card, will be used on a regular basis
• Valued – Postcards don’t suffer from looking like junk mail
• Interactive – recipients can flip from one side to the other and enjoy the creativity, really beautiful or funny cards have been known to be pinned up, so always include your branding on the front and the back.
• Low Cost – every size of business or department within a business can afford postcards and the ability to print and mail highly personalised postcards in low numbers makes personalised communications highly cost effective
• Fast  -Postcards can be held in stock and  then mailed within hours
• Multi-Use - Postcards can become coupons or used as flyers or used as leave behind information cards
• Instantly readable - Postcards demand attention and are difficult to ignore
• Transferable - Postcards can be passed on – so think about paper and finish

Author: Gamze Bilgili