Increasing Response Rates of Direct Mail Postcard Marketing
In choosing an effective marketing strategy, most businesses do not leave out advertising postcards as a choice. Apart from saving on advertising expenses because it leads cheaper cost, it simply still functions as an effective marketing tool since the more advanced approaches of advertising. This has been around for many years now and small and medium scale companies would really go for postcard marketing to promote their product and gain attention from the market.
Printed advertising postcards are best distributed through direct mail marketing. In doing so, your business is guaranteed to reach its potential target market. Direct mail postcard marketing does not incur a lot of expenses, with only a marginal cost on the card stock, colored ink, and postage.
Even though it is considered one of the most effective marketing tools, it should still stay within range of other forms of advertising. This means that a company should optimize or customize their direct mail postcards and enhance its features to increase readership and gather more prospects. To be as effective as it should be, a business must know what factors to consider in increasing response rates.
Since printed advertising postcards are normally small in size, information may not be that broad and intensive. So the company can only limit it to the most essential details such as company name and logo, product name and contact information. With this in consideration, a business may need to address first the very basic concept of the postcard which should answer the customer's question of "What can I get out of it?" Convey your message across to get them into the business before you address the concern about its design.
Since it is direct mail marketing, your postcards should be delivered to the right target market. Part of the preparation is the direct mailing list so you would not be wasting on postcards sent to the wrong prospects who do not really need the product or service. You may need to gather data from a reliable data company to help you come up with an ideal list.
Postcard design is as important as its basic concept or substance since the advertisement is highly visual. So, a company has to consider choosing the appropriate image, something that does not really utilize much space since it is relatively small and has limited space. Also, it has to be nearly relevant to the product or service being promoted. An interestingly appealing and eye-catching postcard postcard with a very catchy headline will definitely gather high response rates.
Lastly, in order to gauge its effectiveness, keep track of the response rates. You can not just keep on distributing and sending them in the mails without knowing if it is being given attention. That defeats the ultimate purpose of capturing your target market. Other than constantly monitoring the response rates, also learn how to measure its success. This will give you an idea whether you should continue using this marketing tool or opt instead for another marketing strategy.