Direct-mail Postcard Marketing Statistics You Should Know

Brian
February 19, 2014
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Postcard image via Flickr user Grant, Creative Common license

Considering a direct-mail postcard marketing campaign, but not sure if you can justify the initial investment required to design, print and mail postcards? You’re not the first small business in this position, and fortunately there’s an easy way to decide whether to move forward with your postcard marketing campaign: statistics. Accurate statistics prove that direct-mail postcard marketing continues to be one of the most powerful marketing weapons in your arsenal. Consider the following direct-mail postcard marketing statistics you should know.

  • 52.5 percent of consumers say they read postcards (only one-third say they read sales letters)
  • 23.4 percent of consumers will respond to postcards that are relevant to them, versus 7.9 percent for letter-sized envelopes
  • Repeat postcard mailing works: Consumers are 46 percent more likely to respond to offers from companies they’ve heard of
  • Postcard cost-per-lead is $54.10 for a prospect, or rented, mailing list and $19.35 when using a house list
  • The average response rate for targeted direct mail is 4.4 percent
  • The Direct Marketing Association’s 2012 Response Rate Report found that postcard marketing yields a far cheaper cost-per-lead than other marketing methods: postcards ($54.10 cost-per-lead) trump email ($55.24), print ads ($60.50) and telemarketing ($190.49)
  • The USPS states that postcards are the most likely marketing materials to be read or scanned

As you can see, direct-mail postcard marketing yields excellent response rates for many small businesses. When you use a highly targeted mailing list, incorporate a great special offer, and invest in good copywriting, design, and printing, direct-mail postcards can quickly earn a place among  your most successful marketing strategies.

What are other good reasons to launch direct-mail postcard marketing campaigns?

Brian's picture

About Brian Morris

Brian Morris serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. When he’s not writing, he can be found on the racquetball court - usually getting his tail kicked by guys 20 years older.

Anonymous's picture
January 07, 2016 03:22 am #

[…] Knowing that print marketing can be your greatest ally is one thing; pulling off a successful print marketing campaign is another. The following offers tips for running a profitable direct-mail postcard marketing campaign. […]

Anonymous's picture
January 07, 2016 03:22 am #

Very concise overview, Brian. Thanks for sharing!

Anonymous's picture
January 07, 2016 03:22 am #

You got it! I hope you can use the information here to help you create more effective direct-mail postcard marketing campaigns. Best of luck!

Anonymous's picture
January 07, 2016 03:22 am #

Where did you get these statistics?

Anonymous's picture
January 07, 2016 03:22 am #

Hi Courtney - please follow the links included with each statistic to see its source. Thanks for posting!

Anonymous's picture
January 07, 2016 03:22 am #

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Anonymous's picture
January 07, 2016 03:22 am #

[…] are just a few marketing statistics you can apply in your favor; conduct a search for marketing statistics specific to your industry to […]

Anonymous's picture
January 07, 2016 03:22 am #

[…] Knowing that print marketing can be your greatest ally is one thing; pulling off a successful print marketing campaign is another. The following offers tips for running a profitable direct-mail postcard marketing campaign. […]

Anonymous's picture
January 07, 2016 03:22 am #

[…] social media marketing, mobile marketing, and direct-mail marketing (in fact, research suggests younger audiences respond better to direct-mail marketing than digital […]

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