4 Reasons Postcards are Effective Element in Direct Mail.

While buying some postcards the other day, I thought about other ways postcards can be an effective element in many direct mail efforts. Here are a few.

  1. Go Somewhere New
    For example; American Express used a tropical scene to draw in a prospect for the company’s Gold Delta Airlines SkyMiles credit card. One of the inside panels lists the many travel benefits of getting and using the card. For example, new members can earn miles bases on their purchases…and their first checked bag is free when traveling on the airline
  1. Speak With Your Network
    Call it a friends and family discount, or member-get-a-member. Asking your customers to reach out to people they know to help sell your product or service can be a powerful tool.

For example, a tour operator has often reached out to its past customers for referrals for its many trips. A recent envelope mailing included a sheet of 5 perfed jumbo postcards, each showcasing one of its destinations. The reverse side offers “3 Reasons to Travel” to that location, like Peru. For letting their loved ones know in a colorful way where they’ve been, the traveler earns rewards, plus savings for their friend.

  1. Leverage Your Assets
    When you create and control good, valuable content, why not let everyone know that?

A good example: the National Museum for Women in the Arts mailed postcards for years as part of its membership acquisition package. Each one featured a work from a woman artist that came from its collection.

  1. Work for Change
    As a component of a fundraising appeal, the postcard can be an effective involvement device to advocate for change.

The common element in all of these cases is that the postcard’s job is to inspire an action.  It is not enough to be eye-catching, or look pretty; the postcard has to make a connection — maybe several of them— to be relevant to the customer or donor.

If you are interested in exploring the possibilities of using direct mail to increase the response rates of your next marketing campaign contact Jiffy Photo & Print by using any of the following methods.  In person by visiting us at 420 Hazeldean Road in Kanata, by phone at 613.831.2121, by email at info@jiffyphotoandprint.com or online at www.jiffyphotoandprint.com

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