Just think for a moment, how much of a difference the postcard has made to the world of marketing and communications.
Since the invention of the postcard by Theodore Hook in the early 19th century, millions upon millions of people have been attracted to their simplicity, immediacy and personal touch as a means of communication.
Like so many of the great inventions, the postcard is astoundingly simple, and yet has an effectiveness that has lasted throughout the ages. It’s hardly surprising, then, that postcard marketing is such a major field today, and has continued to thrive in today’s so strongly digital, online and social media oriented world.
But are you making the most of your own postcard marketing?
Consider, for example, the personalisation aspect of postcards. It isn’t just about adding a pretty picture to your direct mail – it’s about showing that you’re a human being, too, and that you can relate to your customers – rather than being that distant, faceless company.
After all, if there’s anything that social media has taught us, it’s surely that marketing and customer service are inseparable. This can apply with postcard marketing, too. Send a disgruntled customer a simple handwritten apology, complete with a gift voucher code, and the customer sees that you have recognised your mistake, and are making steps to correct it.
Above all, such a move shows that you care. It demonstrates that you have personality and emotions, and are committed to taking that extra step that even your angriest customers can really appreciate.
Remind your customers to place that order
We’re probably all familiar with shopping online and getting those email reminders to place another order, or perhaps asking us to review our experience. So often, we just ignore and delete them. But what if, instead of being bombarded by standardised emails or even a bland letter or two, you received a colourful, personalised postcard, giving you not only a reminder, but also a discount code for when you next do business with that company?
Again, appealing to that personal, human touch is precisely what postcards are so good for. Sending thousands of postcards each week obviously isn’t very practical, but you could always reserve them for special times of year like Christmas, surprising loyal customers with a tempting, exclusive offer.
There may be an IT product or service that you offer that has just launched, making it the perfect time to get that postcard marketing campaign underway. Or maybe your organisation is in a service industry, in which case, you could send a postcard whenever the time nears for that dentist appointment or annual car service?
There’s nothing quite like a personalised postcard for making people really notice your business, and that’s sure to translate into heightened interest, online traffic, sales and revenues.