Postcards are back! But thinking about it, were they obsolete in the first place?
Even with the plethora of messaging apps and social media platforms, B2B and B2C companies are still looking past digital channels and leveraging postcards for their marketing campaigns.
So, What Exactly Is Postcard Marketing?
Postcard marketing is a form of direct mail that companies use to reach their target audience with promotional information, such as special offers, coupons, announcements, and many more.
According to PebblePost, 83% of shoppers are influenced by relevant direct mail, which is one of the reasons why postcard promotions are becoming more popular. Additionally, direct mail has an open rate of up to 90% as compared to 20-30% of emails, and they offer a 29% ROI, further proving their efficacy.
With fast-growing B2B and B2C brands looking for more innovative advertising tactics for the year 2022 and beyond, postcards continue to be a powerful tool in boosting market reach and establishing brand authority.
Talking about efficacy, does marketing using postcards really work?
But of course!
Savvy marketers have long ago realized the convincing power postcards have on people who seem tired of ads on social media and spam emails.
According to the DMA data, direct mail outperforms paid search and display ads by over 12%. Also, in an April 2020 study, 62% of people said receiving a card in the mail made them feel more connected. Furthermore, postcard advertisements are cost-effective, positively affecting an organization’s overall bottom line.
B2B vs. B2C Postcard Marketing
Buying cycles differ from one business model to the other, and it is one of the main reasons why B2B and B2C entrepreneurs take a different postcard marketing campaign strategy.
The B2B sales cycle is longer for starters, and the need to reach key decision-makers is apparent. Its postcard email design takes a more formal approach as compared to B2C, which is more casual and needs marketers to personalize it to individual interests.
It is often assumed that B2B advertising depends on technicality and analytics rather than emotion. Well, this isn’t true.
In fact, emotional connection plays a significant role in B2B advertising, according to research from Google. Decision-makers must connect with products or services to convert.
What about B2C postcard advertising?
In the B2C model, buyers often make impulsive decisions, so you must appeal to the sense of “now.” Basically, urgency is of the utmost importance. It is also much more informal than its B2B counterpart.
Your B2C postcards should focus on the emotion of urgency. For example, a call-to-action postcard would be an ideal fit as they push for an immediate sale or action.
Postcard Marketing in 2022: Tips and What to Expect
Considering the effectiveness of direct mail marketing, targeting using postcards will be almost indispensable in 2022.
However, despite being a straightforward form of advertising, the importance of leveraging various strategies to ensure the success of your campaign cannot be overemphasized.
Here are postcard marketing ideas for businesses that will guarantee a successful campaign in 2022.
- Set your campaign goals before anything else.
What exactly are you looking to gain from the campaign? Do you want to introduce a new product, encourage repeat sales, or attract a new audience? Or do you want to boost sales by offering discounts?
Establishing your goals beforehand sets your campaign up for success. Narrowing them down further into measurable goals improves the probability of accomplishing them.
- Knowing your target audience
The right message to the wrong audience is a complete waste of marketing resources.
As such, research your prospects; know their ages, income levels, addresses, and other important demographics. Listen to conversations on social media, observe shopping habits at your stores, and segment your prospects into different categories.
Segmentation is particularly essential if you have a broad audience, as it helps you design postcard samples marketing templates ideal for each target audience.