Posted By Seamus Barton
Debunking the Most Common Postcard Marketing Myths
Any solution that has been around for a while, like printing and direct mail, is bound to have a few rumours associated with it. Certain myths and rumours are eventually accepted as truths, which often spread much further than facts. Today, we are going to debunk a few postcard marketing myths that can hold your Smartmail Marketing efforts back.
It’s unrealistic to expect everyone to know how things are in the industry, but misconceptions can be damaging not only to the direct mail industry but also to businesses who miss many marketing opportunities because of these misconceptions. So, here we are with the most common postcard marketing myths, debunked!
Myth #1: Direct mail is too expensive to produce
This view that direct mail marketing is too expensive makes the mistake of seeing direct mail as an expense instead of an investment. When you think about it, every single marketing campaign will require some upfront costs, no matter what medium you use.
While there are many other online promotional strategies available that might be cheaper, it doesn’t always mean they are worth the money.
In fact, the upfront costs are not what you should be paying attention to. The most important factor that determines whether or not a marketing effort was worth it is the Return on Investment (ROI). Your ROI is the number one indicator of marketing success.
Throughout history, direct mail has seen some of the best ROI. In fact, your target audience is at least 20% more likely to respond to your direct mailer than they are to an email. On top of that, direct mail responses are much easier to calculate and measure, which gives you a clearer picture so you can focus more attention on doing the things that make a difference in your marketing strategy.
Myth #2: Direct mail doesn’t work
With the invention of digital marketing, many have written off print marketing as something that belongs to the past but according to the facts, this is far from the truth. More than 50% of shoppers in North America rely on print ads in order to gather their product and sales information which influences their purchasing decisions.
This isn’t to say that marketers should only use direct mail marketing, but what we should do is use digital marketing alongside traditional methods so we can cover more ground and gain the ability to address different factors in our marketing strategies.
The greatest way to use direct marketing is to integrate it with your digital marketing strategies so they can work together and help you reach your business goals faster.
Myth #3: Direct mail isn’t environmentally friendly
This myth does make a bit of sense, seeing as direct mailers use resources like paper and ink in order to distribute them and they can typically only be used once, which creates a discussion on waste. However, this myth is misleading for a number of reasons.
Firstly, the use of paper products actually encourages sustainable forest management. Sounds backwards, right? Well, according to global sustainability initiative Two Sides North America, paper production and printing paper is one of the only truly sustainable products. This is because for every tree which is used for paper, there are two planted in its place. The paper industry is responsible for many reforestation efforts.
Besides the management of forests, another way the industry addresses its environmental impact is through recycling. Virtually all types of paper products can be recycled, broken down and used again a number of times. Many sustainable printing services have begun to use recycled paper and have implemented other environmentally friendly practices. For example, using vegetable-based inks.
Myth #4: People think receiving direct mail is annoying
Another unfounded myth. While it’s true some people consider getting unwanted communication annoying, this can relate to almost anything. Spam emails, autoplay video ads, pop-ups, the digital world is full of junk that’s also annoying. The medium doesn’t matter. What matters is if an individual is receiving something that is relevant to them or not.
If someone receives a highly relevant direct mail postcard or brochure, it can generate feelings of gratification and physical credibility instead of annoyance. Many people out there still enjoy checking their mailbox, and yes, even millennials!
Myth #5: Direct mail cannot be personalized and isn’t as exciting as online messages
Now, it may look like customizing and personalizing a direct mail postcard is nearly impossible, especially when compared to personalizing an email. But again, this just isn’t true. Technology has allowed us to upgrade the old printing press tremendously.
These days, lettershop services are able to leverage something called variable data printing. This is where you can input the names of each separate recipient and have them printed on their postcard in multiple spots. Variable printing also gives us the ability to personalize the subject matter of the message, rather than send everyone the same message, and to merge any customized fields from your mailing lists.
Myth #6: There is no way to tell who is reading direct mail
In terms of data, this is wrong. Postcard marketing is one of the most easily targeted and trackable forms of marketing out there. First, customer segmentation is a breeze with the use of mailing lists. Secondly, by including coupons, special phone numbers or online discount codes, you will know exactly who is reading them and taking action. This allows you to see what’s working and what’s not, further allowing you to quickly make changes to your marketing campaign the next time around.
Interested in Strategic Smartmail Marketing? Contact Troi Mailing Services
If you’re looking for a strategy to help bolster your marketing efforts, then let go of some of these common misconceptions related to direct mail advertising and give it a shot. You won’t be disappointed!
For more information about Smartmail Marketing and optimal strategies for direct mail printing, call Troi Mailing Services in Canada at 1-866-486-9350 or contact us here.