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Each marketing strategy has its own pros and cons, and any company is going to need to decide which strategy will work best for them. This article will go over the details of a direct mail marketing technique using postcards as the primary form of marketing and explain some of the benefits and drawbacks to this kind of approach.
Ok, the first benefits of postcard marketing is that unlike many other forms of mail marketing a postcard is the most visual and therefore the most likely to be seen by the person going through their pile of mail.
An envelope with the words urgent or open immediately aren't things I really put much stock to anymore simply because I see it all the time and I know it really isn't urgent anymore. With postcards there is no envelope and so people see only the picture you want them to or the advertisement you're offering. If you're offering a special deal or upcoming sale those will be the words they see in big print across the top of the postcard, and you have a much better chance of getting them to read the rest.
Another benefit is that with postcard marketing you can focus your advertising by only sending postcards to people who are likely to have interest in buying your products. Set up a good mailing list that covers all of the clients who have a history of making purchases in your industry or who you have good leads on.
The fact that you're sending these postcards directly into a person's home also increases the odds of it being seen unlike a lot of other forms of advertising. You know that a person is going to pick it up and give it at least a small glance, while you could put up all the posters you want and never be sure anyone will even look at it.
Also, you can track the success rate of postcard marketing better than most other forms. Because you know how many people were sent postcards you can match that up with the number of sales you achieve from your marketing venture. Few forms of marketing can give you such information.
Lastly, postcards are cheap, just like sending postcards through the mail is cheaper than envelopes. That means you can develop a strong marketing strategy for a lot less money than other forms.
Some of the drawbacks deal with the time investment. You'll need to do a lot more research and take more time setting things up with a postcard strategy that you wouldn't have to do with other forms. Getting the mailing list together along with the initial research to find out who needs to go on it can take up a lot of time if you're doing things for the first time.
Of course, once that list is made you'll have it for future endeavours. For those using postcards for the first time you need to be prepared for a bigger investment of time and research than most forms of marketing, but then, the benefits are more than worth the small drawbacks.