The Advantages of Direct Mail Postcards

Written by Tom Kim

No matter what product or service is being sold, business owners depend on advertising to retain the current clientele and generate new customers. Without advertising, many enterprises would soon become victims of a tight economy. When given the choice, consumers will migrate to the product or service that will give them the most for their hard-earned dollar. Even loyalty to a particular provider will eventually give way to a better deal. Today, the best advertising offers the consumer something in return for their patronage. But, some venues work better than others. For example, the advantages of direct mail postcards are propelling this method of advertising to the top of many business agendas.

To the Point

Today, the world seems to be functioning at a faster pace than when our parents were growing up. For the majority of couples, both must work, in order to afford even the basic necessities of life. In many cases, individuals will have more than one job.

Add a couple of kids to the family dynamics, and time and money is even more precious. In an age of instant gratification, potential customers are looking for information at a glance. Statistically, if they are surfing the Web, a particular page has approximately 8 seconds to grab their attention. Beyond that point, the searcher is already looking for information on a competitor’s site.

With direct mail postcards, the window of opportunity is even less. If the recipient is not intrigued within the first 2-3 seconds, the mailer is liable to be thrown in the garbage with the other junk mail. So, the successful postcards are compelling and to the point.

Economical

Although advertising is a necessity for any successful business, there is definitely a price to pay. For example, is not uncommon to pay at least a thousand dollars for a thirty-second television advertisement. Even then, it will not air in primetime, unless you are willing to pay premium prices. Instead, only those up in the middle of the night and watching television will get the chance to view your creation. In most cases, these individuals will not even be part of the audience you are trying to target.

Unlike television and other forms of advertising, direct mail postcards are economical. You don’t have to pay someone to stuff envelopes; if you have advertising savvy, there are programs available to create your own postcards, whenever you want, without going to the expense of hiring an ad executive; everybody with an address receives mail; and, you can limit the mailing to a more targeted audience, which will save money on unnecessary printing and postage.

Versatile

Direct mail postcards are a good advertising venue, because it doesn’t matter what product or service you provide. The mailer is specifically tailored to your business. In fact, it works best when it’s even more fine-tuned to one particular aspect of your business that you want to promote.

Maybe business has been a little slow in one area of sales. Then, it’s time to create a direct mail postcard to remind your targeted audience how valuable this product or service is to their needs. By adding a little incentive that is free of charge, you might compel consumers to take advantage of this special offer. Next time you send out a mailer, highlight another aspect of your business that needs a little extra push.

Temptation

Affective direct mail postcards appeal to the natural curiosity of the recipient. If done correctly, the reader will not be able to resist seeing “what is in it for them.” Everybody is looking for a good deal. They want to feel like their money is stretching just a little further.

Sometimes, even if the product or service is something they would normally do without, whatever you are offering is just too tempting to pass up. When you are willing to offer a decent incentive, in return for their business, a lot of potential customers will not be able to resist acting on the postcard’s invitation.

Neither Rain, Sleet . . .

What is the mantra of the United States Post Office? Even if you can’t remember the exact words, the message is still clear. You mail will get through and be delivered in a timely manner. Of course, that includes your direct mail postcards.

When you advertise on billboards, in newspapers, or on television, you have absolutely no idea if your target audience is actually receiving your message. Conversely, you know the postcards are going to be delivered to the intended recipient. You don’t have to worry whether your ad has been relegated to the wrong time slot, hidden on page 13, or obliterated by bad weather. Your advertising dollars will be used exactly as intended.

Now you know the advantages of direct mail postcards. You don’t have to spend your last dime on advertising. You might just need to make sure the message is more direct and actually reaches your intended audience.