Is Mailing Postcards the New Trend in Customer Engagement? Best Practices for Effective Mailing

Is Mailing Postcards to Customers the New Trend vs. Email? Best Practices in Mailing

In a world where email marketing dominates the landscape, the resurgence of direct mail, particularly postcards, is an unexpected but intriguing trend. While emails are quick, convenient, and cost-effective, postcards offer a tangible, personal touch that many customers find refreshing. But is this trend here to stay, and what are the best practices for businesses considering mailing postcards to their customers?

The Revival of Direct Mail: Why Postcards?

The rise of digital marketing led many to believe that direct mail was a thing of the past. However, in recent years, businesses have rediscovered the power of a well-designed postcard. Why? Because postcards stand out. In an inbox cluttered with promotions, newsletters, and spam, a physical postcard feels special, almost like a personal invitation.

1. High Open Rates: Unlike emails that can be easily deleted or lost in a sea of messages, postcards are physically handled by the recipient. This ensures that your message is seen, even if it's just for a few seconds.
2. Tactile Experience: Postcards engage multiple senses. The feel of the paper, the colors, and the design all contribute to a memorable experience that digital communications can’t replicate.
3. Less Competition: With more businesses focusing on digital marketing, there's less competition in the mailbox. This means your postcard is more likely to stand out.
4. Targeted Marketing: Postcards allow for highly targeted marketing campaigns. You can segment your audience and personalize your message in ways that make customers feel valued.

Best Practices for Mailing Postcards

While postcards offer many advantages, it’s essential to follow best practices to maximize their impact:

1. Target the Right Audience
   • Segment Your List: Not every customer may appreciate a physical postcard. Segment your audience based on purchase history, demographics, and preferences to ensure you’re sending postcards to those who will appreciate them.
   • Personalization: Go beyond just adding a customer’s name. Tailor the message to their interests or past purchases to make the postcard feel personal and relevant.
2. Design with Purpose
   • Eye-Catching Visuals: Use bold colors, high-quality images, and a clear call to action. Your postcard should be visually appealing and align with your brand’s identity.
   • Clear and Concise Message: Keep your message short and focused. A postcard has limited space, so make every word count. Highlight the most important information and include a compelling call to action.
3. Ensure Quality
   • High-Quality Printing: The tactile experience of a postcard is key. Choose thick, durable paper and consider a glossy or matte finish to make your postcard feel luxurious.
   • Professional Design: If design isn’t your forte, consider hiring a professional. A poorly designed postcard can do more harm than good.
4. Optimize Mailing
   • Bulk Mailing: If you’re sending postcards in large volumes, bulk mailing can save you money on postage. Consider presorting your postcards by ZIP code to reduce costs and speed up delivery.
   • Accurate Addressing: Ensure your mailing list is up-to-date and accurate. A clean mailing list reduces the chances of returned mail and ensures your postcards reach the intended recipients.
5. Track and Measure Success
   • Use Trackable Elements: Incorporate QR codes, unique discount codes, or personalized URLs to track the effectiveness of your postcard campaign. This data can help you refine future campaigns.
   • Follow-Up: Consider following up your postcard with an email or phone call to reinforce your message and increase the chances of a response.
6. Compliance and Legal Considerations
   • Adhere to Postal Regulations: Make sure your postcards meet the size and thickness requirements set by your postal service. This helps avoid additional charges or delays.
   • Offer Opt-Out Options: Provide a way for customers to opt out of physical mail if they prefer digital communication.

Conclusion: Postcards vs. Email—Which is Better?

The truth is, neither postcards nor email are inherently better; they serve different purposes. While email is great for instant communication and broad reach, postcards offer a personal, memorable experience that can strengthen customer relationships. The key is to use each tool strategically.

Incorporating postcards into your marketing strategy can differentiate your brand in a crowded digital marketplace. By following best practices in targeting, design, mailing, and tracking, you can create impactful postcard campaigns that resonate with your customers and drive result