Remember when you took a family vacation years ago and it was usually your mom who took time to pick out a picturesque postcard that showed where you were visiting? In fact, those “wish you were here” postcards were powerful with brilliant design for both layout and color. I’m pretty sure my grand-parents kept them on the refrigerator because they couldn’t miss them even in a hefty stack of mail.
That is what the survey says when you are considering how the piece of mail will impact a direct contact campaign. In terms of “read, looked at or discarded”, postcards outperform other mail pieces in this order:
- Large envelope packages
- Magazines and newspapers
- Catalogs
- Flyers
- Detached label cards
It’s really a matter of common sense since you don’t have to open a postcard. I go back to the earlier point: design, layout, color and the applicability of the message are paramount in effectiveness.
Does your dealership remember customers for birthdays, 1st anniversary of a purchase, or send service reminders? Maybe you should send them a postcard.
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
