Replacing Oversized Postcards with Card Mailers is One More Way to Increase Direct Mail Marketing Response
The main goal of any direct mail marketing program is to increase redemption rates. In a blogpost by Rubber Bondage, 101 ways to improve your direct mail marketing response are listed. Increasing your mail frequency, including multiple offers with each mailing and including testimonials are some of the strategies discussed. Surprisingly though, there is no mention of the confirmed benefits the use of a discount card in combination with a direct mail piece can provide. While layout of the envelope and the wording of the message are extremely important when attempting to gain a potential customer’s attention, convincing them to act on your offer is what really counts.
Frequently, when a direct mail piece is found among mail, it is immediately labeled as “junk mail” and therefore treated as such, meaning it usually ends up in the trash. This has definitely been found to be true when the direct mail piece is in the form of an oversized postcard. But many retailers have found that redemption rates increase when the postcard is replaced with a card mailer.
Many people tend to focus on the cost of a direct mail piece when the real issue they should be concerned with is the cost-per-lead. Although card mailers may be more expensive than oversized postcards, because of the increased number of redemption rates, they end up being the lower cost-per-lead.
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