You’re a digital-first business. Almost all your customers come in through your website. And yet, there comes a point in your digital marketing program when you start to wonder…
What if digital isn’t enough this time?
What if the ideal audience for your ads is using ad-blockers?
What if your prospects are tuning out your emails?
What if your existing customers opted out of all but the essential communications long ago?
It’s enough to get you thinking beyond the screen. And when you do, you might have an idea:
What if reigniting your audience’s interest were as simple as sending them a postcard?
Direct mail understandably seems a bit old-school. But it’s hardly old hat. In fact, most recent edition of the Data & Marketing Association’s annual Response Rate Report found that direct mail response rates surpassed response rates for other channels.
If you have mailing addresses for your customers or prospects, direct mail is worth trying at least once—especially now that digital tools like Inkit make a direct mail campaign so easy to set up. Decide on a message and an audience, upload or design an eye-catching postcard, and you’re ready to go.
And as for that message? You’ve got lots of options. Here are some of our favorite direct mail postcard ideas to try.
7 Postcard Ideas to Delight Customers and Prospects
1. The “Hey, We’re Here!” Postcard
A new location, a new service area, even a whole new business—any of these developments is an opportunity to introduce yourself to new potential customers who might otherwise never know you exist. And sending postcards is a lot easier and more reliable than sending someone out with a box of door hangers. If you use Inkit, the Area Mail option makes targeting relevant zip codes a cinch.
2. The Happy Holiday Postcard
People often pay closer attention to their mailboxes around the holidays, when cards from friends and family might be coming in. So why not jump into the pile with a holiday greeting of your own?
A great design will help your postcard stand out from other seasonal ads. Check out this real estate postcard design from Lana Made Designs:
3. The Free Money Postcard
Last week I mentioned a Return Path study on win-back campaigns (takeaway: they’re effective). Another interesting finding from that study: “A dollar-off discount consistently performed 2x better than a percentage discount.”
So if you want to spur repeat purchases with a discount, consider saying “Here’s $10!” instead of “Here’s 10% off.” And try saying it with a postcard for even better results.
4. The Double-Duty Discount Postcard
A postcard offer like this one from meal service Portable Chef (made with Inkit) introduces recipients to the service and gives them a limited-time “free money” offer:
Something interesting happens with postcards like these: businesses often report that they bring in full-price clients as well as discount-seekers. The latter will pounce on the offer right away, while others may take their time deciding to buy and visit the website after the offer has expired. Either way, it works.
5. The Thank You Postcard
A 2014 NewVoiceMedia study reported that 53% of U.S. consumers say they’ll take their business elsewhere simply because they feel unappreciated.
That’s reason enough to say thanks when customers make a big purchase or reach a given milestone. Which you could do with an email—but doesn’t a physical thank you note feel a whole lot more, well, appreciative?
6. The “Rewards Program” Postcard
Formal loyalty programs can take a lot of time and money to manage. So why make it formal?
Combine the thank you postcard with the “free money” postcard, and you get a low-maintenance way to reward great customers with extra perks. Decide what qualifies someone for a reward, set up a rule in your automation workflow to identify customers who qualify, and let Inkit send out postcards with a discount code or freebie.
7. The Bring-a-Friend Postcard
If you want to grow quickly, you need customers who will enthusiastically vouch for you. A postcard can make it easier for them, especially if your business runs on in-person contact.
Send a postcard that encourages recipients to share the offer with a friend. You might even try a two-coupon design: one half for the original customer, and one to tear off and hand to a pal. If you can credit the customer’s account when their friend brings in the postcard, even better.
When used well, postcards can be one more channel in your “omni-channel marketing strategy,” improving results without a ton of extra effort. Start with one of these ideas to see what a simple piece of paper can do.
P.S. Inkit has some big things coming. Follow us on Facebook to get updates and new marketing ideas every week.