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?