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Casie Wagoner
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I get it, it’s 2020. You are thinking, why postcards when we live in the world of digital marketing. With all these different avenues out there, business owners often overlook a tried-and-tested marketing method that still brings positive results. Postcards can offer a mini billboard, directly to your customers hands. In an average household, mail is held onto for an average of 17 days before its thrown out, while an email lasts for an average of 17 seconds.@Retailwire* Considering how quickly most people will skim through ads on digital marketing and how many ads there are online, this marketing technique offers more opportunities to be noticed than any other platform and when using a company for full service direct mail would be right for you.   There are some great ways to really connect to the end buyer with all postcard campaigns and doing a campaign correctly will  ensure that you get the best bang for your buck and the best return on your investment as well. Here are 10 steps to lead you into the right direction.
  • 1. Aim your marketing campaign at the correct consumers.
There are several types of marketing campaigns available and you need to make sure you are getting the correct one for your company. There is EDDM (Every Day Direct Mail) which does not target any individual, but just targets a canvassed area, and then there are lists that can target specific zip codes, carrier routes, residences or business-to-business, sent to households of certain income brackets, property values, ages, purchasing habits, lifestyles, hobbies or any other demographic imaginable. If your customers are on the grid, you can find them and let them know you’re there and have what they’re looking for. The more targeted you make your mailing, expect to pay more for the more specialized services. You need to make sure that you are choosing the consumer lists for your business. The more targeted your list is, the better return you will likely see in the end.  There are new residents moving into the area every single day. Those individuals are prime candidates for your business and if they do not know about you early, then you can guarantee that they will know about your competition first. Be the first one to go directly to their mailbox with direct mail campaigns.   
  • 2. Let your consumers get to know you through your marketing campaign.
Your postcard is the first message that someone will see directing them to your business, so make sure it’s the right one. What do you want them to know about you, right this instant? Why should they trust you with their business? Make sure you get the correct message across right away. Everyone receives those impersonal mid-week flyer stacks of specials and ads and those go out to everyone in the same shopping districts, If you create the right postcard, you can actually make someone feel like this was directed right at them personally. According to the US postal service, 60% of current mail is direct mail (Source), so ensuring that your postcard is the perfect message for the recipient is key.   
  • 3. Keep your message simple
We live in an image driven society. You can create any number of images very quickly and it could become overwhelming very quickly for the end recipient. The best way to get your message across is to keep it simple. Do not overload your initial postcard with too much information. Create a card with an image and information that will draw in the attention of your audience, and then lead them to your website to do the rest. Your postcard is the very first impression most individuals will have of your company so you want to make sure they are getting your message quickly and efficiently and you want it to be as effective as possible.  
  • 4. Postcards are inexpensive and have high yields for the investment
Even in the world of digital marketing, where you have Facebook ads, Instagram ads, and email, you can see that ad space will add up fast. You can spend tens of thousands of dollars on 1 single ad in 1 month and you may not receive the return that you expected. Online, people will typically see an ad and unless it catches their attention immediately, they will skim right past it and not look any further and it will not retain any memory for them. With postcards, a consumer will physically hold the materials. The Data & Marketing Association, formerly known as the Direct Mail Marketing Association, reveals that 42.2% of direct mail recipients go through the material you send. Only 22.8% say they don’t read it at all. And, according to the USPS, Direct mail recipients purchased 28% more items and spent 28% more money than people who didn’t get that piece of direct mail.(Source)  
  • 5. Make your message POP.
Not everyone has that creative talent and graphic capability, even with the help of YouTube or Google. That is why marketing companies exist to help you along the way. We are here to make sure your message gets read and your target audience is there to listen to you, make sure your postcard becomes the perfect billboard for your products. The final piece can do several things, all in a small area. Postcards can show off your products, stimulate interest, attract attention for sales, and initiate the first conversation with a prospective customer for a business to do their sales pitch. Well-designed postcards are remembered and recalled back easily when brought up in future conversation and can be part of a larger marketing strategy. Your card can alert your buyer that you will be in touch or how they can get in touch with you immediately for a service or a discount for their service with your business. Postcards are a call to action.  
  • When comparing response rates to most campaigns, you will always see an uptick in response when your campaign is completed correctly. You will want to make sure that you have the right marketing message to sell your brand as effectively as possible. We at Lucky XP Marketing and Promotions can create the right ad campaign to target the consumers you are looking for. Postcards can be great for other things outside of just mail as well. They can be publication stuffers,used on bulletin boards, and used in store for promotions, the list is limited only by your imagination. It’s no secret that good postcards will be held onto so the consumer can remember its information.
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5 ways to grow your business using Postcard Marketing

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