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Break through the clutter
Why direct mail postcards work like a charm

By Fuel Net 7/28/2009

Postcards continue to be one of the most versatile options in direct mail marketing. They offer a quick, affordable way to create smart, condensed direct mail campaigns, and they work just as well when combined with traditional direct mail packages. Most importantly, with a little innovation, postcards can break through the clutter and deliver direct marketing messages to your audience instantaneously.

Creative direct mail postcards should contain brief and to-the-point messages. Because they are relatively small and portable, they give marketers an opportunity to instantly grab the reader’s attention. Crystal Uppercue, marketing manager for EU Services, a direct marketing production facility in Rockville, Md., says postcards are especially effective at:

Driving brand awareness. Create a series of postcard mailings for campaigns geared toward establishing or strengthening your relationship with your customers and prospects.

Driving traffic to your Web site. Announce new and improved features on your Web site or new products or services available online.

Advertising current and upcoming promotions. Inform your customers of your latest offer or monthly specials.

Showing your appreciation. Thank customers for their purchases or donations and encourage a second purchase.

Following up with attendees after an event. Use postcards to offer discounts and educational materials or promote upcoming events.

Generating more business. Advertise to prospects or existing customers, especially in down times. Postcards are cost-effective and get attention.

Developing a strategic loyalty campaign. Build stronger relationships with your existing customers with variable data printed postcards.

Reaching social media followers. Send your Twitter followers, LinkedIn colleagues, and Facebook fans a non-digital surprise. They’ll love it.

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