Postcard mailings work - if you do them right
02 Jun 2008 | Angie H
Ask anyone in with even an iota of marketing experience if postcard mailings work and they'll tell you that they do. But like with pretty much anything, they will work if you do them right.
A common mistake many folks make is sending out one mailing. Period. They get a list - possibly a targeted one - and after the postcards have been designed and printed, they're sent out. The problem is that's not enough.
I remember reading somewhere that it takes getting your message out in front of people 7 times before they'll take action. I actually have no clue if that number is the magic number, or even where I read that, but that's not the point. The point is that sending a one-shot postcard campaign may get an eyebrow or two raised but it won't necessarily be enough to turn that into a phone call or website visit. Send another, related postcard some weeks later (but not too much later) and you start to trigger some memory cells.
This is the same reason that cold callers follow up, that email marketing is done more than once and that leads are followed up with a variety of media. It's not rocket science, just common marketing sense.
