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As most small business owners know, the cost of acquiring new customers is a key metric in measuring the success of marketing initiatives. The most successful marketing campaigns are those that have low overall costs and attract a lot of high value customers or clients. The worst case scenario, of course, is to spend a lot of money and attract no or very few new customers. This article looks at way to develop effective post card marketing campaigns with a focus on building a mailing list and tracking results.
There are two ways to get a mailing list for postcard marketing: rent/buy one or build one of your own. If you're a big business and you just want to get your postcard in a lot of mailboxes in a certain area, by all means use a bulk mailer or rent a list. The downside is that many commercial mailing lists are widely inaccurate; that is, you might see a 15-20% non-delivery rate for postcards going to businesses or certain segments of the population. The upside is you can target your mailing by length of residence, income, length of residence, zip code and many other criteria. If you're mailing to businesses, you can tailor your mailing to businesses of certain sizes, sales levels and number of employees. This can be a very powerful way to have targeted mailings.
Building your own list can be a good way to have more control over your mailings, and it is certainly less expensive over the long run if you want to send multiple mailings. Non-deliverable postcards, if you put your return address on the postcard, can then be used to cull your mailing list to make it more accurate in the future. You can build your mailing list by manually entering addresses into a spreadsheet program or database, or, if you can find a partner in non-competing businesses, you can share the task of assembling and maintaining the list.
The United States Post Office has two rates for postcards. For smaller postcards, those less than 6 X 4.25 inches, there is a one rate, and for postcards larger than this, the first class postage rate applies. The small post card rate is currently about 40% less than the large postcard rate. For most purposes, the savings from the reduced design, printing and mailing costs make the small postcards the obvious choice.
There are several ways to track the effectiveness of a postcard marketing campaign. The simplest way is to simply ask new clients or customers how they found your business. Another strategy is to have some coupon or discount that requires the recipient to produce the card to receive the coupon or discount. Another method, which could be used in conjunction with either of the previous tracking strategies is to have use a tracking URL on your website which is unique to the postcards. This is not infallible, however, as many people who visit a website will go to the root of the website and not go directly to one directory. Using all three tracking strategies is advisable.
Postcard marketing can be a great way to directly reach potential clients or customers in a timely and cost effective manner. Developing a good mailing list and tracking results should be at the core of any postcard marketing initiative.
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