What do dentists and direct mail have in common?
New clients! Direct mail has proven to be a remarkable investment for small businesses of many kinds, especially for entrepreneurs looking to grow their client base.
Dr. Diep Truong (of Viva Dental) gave direct mail postcard marketing a try in 2011. After streamlining a process for mailer design, demographic targeting, and ROI reporting, this Indiana-based facility consistently experienced a 400% ROI on their postcard campaigns, with a 50% conversion rate of inbound calls for scheduling appointments.
As 2020 kept people closer to home, attentiveness to direct mail has grown. As a result, response rates are high, and now is the time to invest in sharp, unique direct mail campaigns! Postcards are a particularly good investment, with oversized postcards garnering one of the highest direct mail response rates.
According to recent statistics, 23.4% of consumers say they would respond to relevant postcards of interest to them (compared to 7.9% for letter-sized envelopes).
Ready to wade into the water of a new postcard campaign? Here are a few steps to success in 2021:
Take a Multi-Pronged Approach
One of the biggest trends direct mail is seeing is the consolidation of online and offline advertising.
Take a multi-pronged approach to generating leads, so your social media ads prompt curiosity, but your print ads pack some punch with greater neurological impact.
Keep it Simple and Succinct
People are busy, and if they’re going to look at your mail, they’ll need a good reason.
Make sure your postcard leaps off the counter with unique imagery, splashy colors, a memorable catchphrase, or an unbeatable offer. And remember, when it comes to direct mail, less is more. Postcards that are sharp and straightforward will communicate much more than those packed with content.
According to one Harvard marketing study, 95% of purchasing decisions are made subconsciously.
If people’s hearts are in the driver’s seat, then direct mail should aim straight at this target. Research shows that the primary emotional appeals that prompt action are:
Experiment with Specialty Branding Features
Because postcards are so economical, there’s lots of room to add embellishments.
Try haptic coatings, embossed logos, foil-flecked accents, or even scents. When Sunsilk co-creations wanted to snag more customers, they decided to add an experiential element to their designs. Its gorgeous lime and hot pink postcards came with a tiny shampoo sample attached and a scented trial as well: “scratch to smell the new fruity fresh fragrance of this apple-coconut shampoo!” Customers may not sniff shampoo in the store aisle, but a scented postcard is irresistible!
Specialty branding makes a stronger impression on readers as they physically interact with your marketing. So build curiosity and engagement with these fresh, creative designs.
Postcards Inspire Action
Postcards are distinct, direct, and easy to read.
50.9% of people say they find postcards useful, and direct mail as a whole is especially inspiring to young people. Because many people today are glued to their phones, millennials, in particular, say that postal mail inspires them to action much more often than email (in fact, 30% say direct mail is effective in getting them to visit a website, go to a store, or make a purchase).
When you are ready to take your postcard marketing efforts to the next level, sign up for a personal consultation with one of our mailing experts. Our work-in-progress partnership will simplify each step and position your business for maximum impact!