Digital marketing has made several types of promotional tools obsolete. For example, we no longer let our fingers do the walking by referring to Yellow Pages ads for business recommendations. Newspaper ads, which at one time represented the foundation of successful marketing campaigns, have gone the route of rotary phones. Has technology made every type of old-school marketing obsolete?
The answer is no, as the best direct mail marketing companies can confirm. Custom mail services might not be on your radar when you calculate a value for your company’s marketing budget, but it should be for several reasons.
Fits Within the Marketing Budget
Custom mail services such as sending out postcards provide a healthy return on your marketing investment because the investment is considerably lower than other types of marketing campaigns. The cost of postage and printing materials pale in comparison to the cost of renewing digital ads, such as the ones placed on Google and Facebook.
Easier to Measure
The effectiveness of a postcard direct marketing campaign is easier to measure than digital marketing campaigns. For example, you send out 100 postcards highlighting an upcoming in-store sale event that requires a reservation to attend. Of the 100 postcards sent out, you receive 30 confirmations to give you an easy-to-measure 30 percent response rate on your marketing strategy.
Flexible Messaging
Custom mail services such as postcards allow you to change messages on the fly to appeal to different audiences. You can order 500 postcards to send out on a specific day, with 200 of the postcards announcing a sale. Another 200 of the postcards promote a special in-store event and the remaining 100 postcards introduce a new product that your competitors have not yet added to their inventories.
Simple Graphic Design Services
Creating the design for the graphics of a digital form of marketing requires a specialized set of skills. The graphic design services needed to launch a postcard promotional campaign are not close to being as complex as the graphic design services required for digital ads. Once you decide on a design for a marketing postcard, you can quickly launch your marketing campaign to reach potential customers.
Ideal Form of Target Marketing
An online ad reaches a wide audience, while a postcard promotion targets a specific segment of consumers. Let’s say you want to reach outdoor enthusiasts to sell more mountain bicycles. Your business receives marketing data that provides the names and contact information for avid bicyclists that live in the area. Unlike a digital ad that everyone sees, your list of avid bicyclists allows you to target your message to the right segment, which means you should generate a much higher response rate.
They say the more things change, the more they remain the same. Postcard marketing done by one of the best direct mail marketing companies can help you reach the right target audience, without placing a strain on your company’s marketing budget.