Local businesses love direct mail and invest in it more than any other channel, according to Mail Shark, pushing the combined annual spend to a whopping $38.5 billion. 

For many good reasons, smaller companies’ DM mix usually includes printed postcards. Research from the Data & Marketing Association shows that postcards have an average response rate of 5.7%, and that 52.5% of potential recipients claim they will read (instead of toss) them. Unfortunately, even avid postcard proponents make mistakes like these that can confuse readers, tank response rates and shrink ROI:

1) Blowing the basics. Such as failure to proofread and omitting contact information (yes, it happens).

2) A lackluster list. Poor list selection or hygiene can deflate campaign results, as can spotty segmentation. A well-kept house list is usually the best choice, especially if you’ve been mailing for a while. 

3) Poor headline and copy. Think brevity not bloviation and keep both of these key elements short and sweet. 

4) Mailing missteps. Use a first-class stamp instead of printed postage for smaller mailings to give pieces a friendlier, less junky feel, while reaping USPS ‘return-to-sender’ benefits for bad addresses. Target arrival for Tuesday and Wednesday when mail volume is generally lighter.

 

Direct Mail Services