Postcard Mailing (Postcards)
Why Postcard Mailings?
Less Cold-Calls. More Hot Leads:
Postcard mailings increase productivity by allowing you to spend less time working dead leads and more time showing and giving listing presentations. What you are building with a marketing campaign is credibility. You are building your business through communication. You are communicating consistently, so much that people will believe you (credibility) and they will respond; they will come, they will spend.
Here is the most important direct mail tip. Repetition. Each prospect on your contact list should be contacted a minimum of four to six times during a 12-month period. Properly used, direct mail can be one of the most effective and cost-efficient marketing strategies you’ll ever find for your business. Sometimes the same person has to see your campaigns multiple times in order to follow through on your call to action. The Homeowner who is not in the market today, maybe in 6 months.
One-off campaigns are the worst, sending out 500 postcards and expecting customers to walk in your door is not the best way to achieve your best ROI. If you are not doing repeat mailings then you are flushing money down toilet. Sorry, I know. The truth sometimes hurts. Why is this true? One mailing of one postcard once is barely going to get anyone’s attention for more then the minute they see it. Think about it. How many times have you seen the same TV commercials over and over? A one shot in the dark postcard mailing is not going to change your business, your bottom line, your life or your anything.
When you repeat your mailings to those same people and they see your image, logo, slogan, message over and over you become credible to them. Your chances of them responding just got greater. Repeat mailings cannot be repeated enough.
Direct Mail Response Rate and ROI
One of the benefits of direct mail marketing is that the value is easily measured using your projected response rate (number of prospects who will act on your call to action) and ROI (return on investment). Typical response rates for a direct mail campaign range from about 1% to 5%. This rate varies by industry and the quality and relevance of the mailing list, as card card-body as whether is’s a warm (have had previous interactions) or cold (no previous contact) list. By estimating your response rate, you can determine the size of the mailing needed to achieve your desired ROI or sales goals.
A study done by the Sales and Marketing Executives International a few years ago resulted in some impressive statistics. The number of deals derived from direct mail campaigns look something like this:
After the 1st Contact: 2%
After the 2nd Contact: 4%
After the 3rd Contact: 6%
After the 4th Contact: 10%
After the 5th Contact: 81%
The study went on to say that 90% of the people gave up after the 3rd contact. If you want to be one of the 10% who stick it out and close 81% of the deals, you must have a system for doing this. Without some type of system, it will never get done. It’s a numbers game - the larger the group you can afford to market to, the better your chances of success.
The best postcard to get noticed is the 6x11 jumbo postcard, but of course the postage on that size can be prohibitive. You have to balance the larger the postcard the more the chance of catching the customer’s eyes with the increased cost of postage. The sweet spot seems to be the mid sized card about 5x7 or 5.5x8.5. Those cards are large enough to stand out from the smaller 4x6 card while still not killing you on postage costs.
Direct marketing involves more than just creating a pretty postcard to send to your target audience. There are some critical elements that need to be included to optimize your results and get a better return on your printing and email investment.
Call to Action
The billboard test…the design should answer these questions in 5 seconds:
• What is the product or service being sold?
• What offer is being made?
• What are they supposed to do as a result of getting the mailing?
If you cannot answer these question with looking at the design in 5 seconds, then it’s time to redesign.
Your Call to action can be several different actions, from driving the customer to your website, coupons, invitations or just calling you direct.
You can experience rates higher than 5% with a card card-body directed postcard to send people to the web. You need to make it compelling, and a colorful card with an intriguing call to action that drives people to the web for more info can work. People are more likely to do this than pick up the phone, especially if they have only a mild interest. Make sure you have a clear call to action and way for them to contact you on the landing page of your website do you don’t waste an opportunity once you get them to your site.
Matching the design of your direct mail piece and emails to your company’s image may seem like a daunting task, but can actually be fairly simple. Start by taking a look at your Web site (if you have one). Is there a central theme or consistent colors that are used throughout? If you already have some branding in place, carry that look & feel over to your direct mail piece. By creating a consistent image, your customers and prospect will begin to recognize your company just by the tone of your marketing materials.
The cost of a postcard mailing campaign can add up. There is graphic design, printing costs, mailing costs and the worst of all postage. At 911 Printers we handle all 4 elements under the same roof. In fact, we offer our graphic design service for FREE with any product ordered. The value for that alone can offset your cost and help make a postcard campaign successful. Our prices are among the best in the business, and you’ll love the service and quality too.