If you’re fortunate enough to be a member of an association or chamber of commerce, you may find there’s a direct mail program available through this membership that can cut your marketing costs dramatically.
Most businesses waffle when deciding whether to mail a letter or a postcard for their direct mail campaign. Experts in the marketing industry offer some simple logic when making this decision:
Letter in an envelope.
Letters are a good way to get a formal message across to potential customers. It is on company letterhead, offers a personal message to the consumer, and appears professional, provided spelling and grammar are in good order. The inherent problem with mailing letters to thousands of prospects is the letter itself can be labor-intensive, with printing, folding, inserting, and stamping making the large task even more daunting. The cost of mailing a letter is standard rate unless using a CASS Certification (for more information on CASS Certification visit www.usps.com).
Typically postcards are the way to go. They have a discounted postage rate, even for over-sized postcards. They can be colorful to catch the customer’s eye, and your message – if delivered clearly – will be read as the postcard is picked up. Postcards can also be personalized and sent to specific individuals.
According to the USPS, 44% of sealed, envelope mail never gets opened, and is thrown away. With that kind of statistic, and knowing that postcards have to be viewed when picked up, the choice seems obvious. Check your association, chamber or club to see if they offer a discounted direct mail postcard program you can take advantage of.
Next time you see a member of your Chamber’s staff, thank them for making this valuable information free to you.