Postcards may seem like a thing of the past given our digital landscape. However, inboxes are now inundated and filled with marketing emails which can average over 120 per day if not more.
Considering our tendency to hit the delete button due to overload, now may be a very good time to send out a postcard to promote your business. It may allow you to stand out from the crowd!
Furthermore, if your audience is local and you are a new business, a postcard could be a great opportunity to introduce yourself to the neighborhood. AND you can include a special promotion to inspire folks to come and pay you a visit so they may see the great products or services you have to offer.
“Email inboxes are full, mailboxes are empty.”
Different Sized Postcards for Different Needs
While larger or oversized postcards are designed to be visually engaging ideally highlighting a new product or promotion, it may be more than you may need. A smaller postcard can act as a reminder to your customers for their business with a “We Miss You” promo which can yield a positive response. And it can still include a little “Thank-you” promo such as a discount on their next purchase. A little gratitude can go a long way! These little gestures of thanks can have you stand out from your competitors and who does’t want that?
Email and Postcard Integration with Mailchimp
Services like Mailchimp are now offering users direct mail postcards allowing customers to send personalized printed postcards to their audiences. This is a new feature – still in a beta testing phase as the time of this post – but they encourage you to give it a go. Essentially you are utilizing your existing customer email subscriber lists – given you have their entire address.
Postcard services such as Mailjoy are now offering a similar service too – allowing you to send postcards to MailChimp subscribers. Claiming you can “Send real mail as easily as email campaigns”. You do need to import your MailChimp subscribers and their addresses.
They can track delivery so you know when your postcard arrives. Like Mailchimp, there are templates where you can create your own postcards. There are no minimums, so you can A/B test campaign ideas to see which yields the best results. Considering they print, send and track, postcards may once again be appearing at a mailbox near you 🙂
Connecting Your Physical and Digital Marketing
While one can still make the case for email marketing, an occasional postcard may still be a viable option to deliver your message or special promotion and as part of an integrated marketing strategy. Given the new features mentioned above, there is a likelihood that your digital and physical marketing may now work better together.
People do like receiving mail. There is something to be said for that walk to the mailbox. Often, mail can make people feel special. So before you completely rule out utilizing any postcards or direct mail advertising, ask yourself if by doing so are you potentially leaving out an entire segment of your audience? Those who prefer mail over email…
Written by Barbara Rogers of Future Primitive Graphics. Graphic Designer and Nature Inspired Art photographer visually enhancing client’s print and digital media. Creatively collaborating with those who genuinely want to make the world a better place.