Where’s the Envelope?

By Joe Haddad 

 

Going outside the envelope to get your message across is an effective strategy for mailings. In a mailbox full of white envelopes, a postcard’s bright colour immediately catches your eyes. Once it does, it only takes a single glance to see what the postcard is all about, and just a few more seconds to read what’s on the back.  

That’s why postcards make such effective direct mailers. Their ability to attract attention and almost instantly convey information gives them an impact that far exceeds their cost – which, from printing to postage, is usually less than conventional direct mailers. Even if you’re a small business or organization on a tight budget, chances are you can afford at least a modest postcard marketing campaign.  

Consider these additional advantages:

• Postcards are versatile. They can contain a variety of messages and graphics. A postcard may double as a coupon, map, recipe card, invitation, contest entry, survey or even an oversized business card.
• Postcards are cost-effective. Addressed Admail^TM and Unaddressed Admail^TM are two direct mail options that are less expensive than first class mail. For example, with Unaddressed Admail^TM postcards can be mailed for about 10 cents each. To take advantage of the greatest cost savings, check with your print consultant if they offer mailing services, or visit the Canada Post Web site at www.canadapost.ca.
• Postcards are accurate. Postcards can be precisely targeted to reach only your best prospects. You’re not wasting money on a message that goes to the wrong audience.
• Postcards can be personalized. Personal messages get noticed. Mail that appears impersonal and uninteresting gets tossed in the trash. Thanks to new digital printing technologies, customizing the message on each postcard is now very affordable. New studies show personalized mailers receive up to 400 percent greater response than mass mailings.
• Postcards can be your “signature.” Since postcards provide high impact at a low cost, creating a series of postcard mailings can be a very economical, practical and successful strategy. There’s no question that regular mailings build – and maintain – a greater awareness of your organization’s event, product or service. Also, if you send out postcards on a regular basis, those postcards become a big part of your brand identity as they work to increase your visibility. So when your prospects need your product or service, they’ll think of you first, instead of your competition.