DIRECT MAIL POSTCARD DOWNLOAD
DIRECT MAIL POSTCARD FREE

This has stimulated agencies and other producers to create hybrid concepts that embrace the best elements of each format. Sometimes an envelope or postcard isn’t quite right for your brand.

The average direct mail ROI for postcards is 85%. When mailing to house lists, 49% of marketers use this compact format, and 51% use it when mailing to prospects. From 2017-2021, 48% of all mail was made up of postcards, an increase of 19% since 2016. The rise in paper and postage costs, as well as the decrease in consumer attention spans, have both contributed to the popularity of postcards. The best news about this format? Because your messaging is directly visible and solicits an immediate action ( even if that’s being tossed into the trash bin), you know your message had an instant impact. Available in many shapes and sizes, postcards are an affordable and customizable option that can generally be produced and mailed quickly. Some scrutinize postcards as a less personal form of direct mail, but postcards can actually expand the reach of your message since the piece can be easily shared within the recipient’s network. The limited storytelling space works best for straightforward lead generation messages such as new product or store announcements, sales and promotions, or general invitations. Direct mail postcards work well for consumers who already have an affinity with the brand and are popular in retail, travel, food, and clothing industries. A compelling offer paired with engaging creative is particularly important when utilizing this package type. Often considered a “promotional” format for direct mail, postcards allow consumers to quickly and easily understand the mailer’s message. This is based on findings from the 2021 Response Rate Report from the Association of National Advertisers (ANA). When sent to prospect lists, letter-size mail generates the highest average ROI of 112%, exceeding all other marketing media. Our 2022 Direct Mail Industry Report Benchmark Study revealed that 95% of surveyed marketers found the letter to be successful. This is a popular and well performing style as recipients must engage with the envelope to understand its contents. Despite their classic design and muted color palette, envelope packages can be more costly to produce and mail due to the large number of components such as envelope style, affixed cards and insert specifications. The internal elements create a longer form for personalized storytelling that can be designed to meet your campaign’s needs. The official envelope format is traditionally used for fundamental consumer products and services such as personal finance and insurance. Rather than relying on art to catch the consumer’s attention, the clean external design of this piece suggests the recipient does not need to understand the proposition immediately, creating anticipation about its contents. This familiar style creates the perception that the sender has a previous relationship with the consumer and the information inside is relevant or urgent. The official letter format is just that - a simple USPS letter-sized envelope (#10 or 6' x 9') that looks as though it was sent from a government office or legal entity. Plus, you'll also get a behind the scenes look at how four DTC brands are leveraging direct marketing creative strategy to generate response and boost overall campaign performance.

DIRECT MAIL POSTCARD FREE

This free e-book illustrates how direct marketers can use direct mail creative strategy to develop a mail piece that best represents your brand, speaks to your audience, and evokes response.

DIRECT MAIL POSTCARD DOWNLOAD

For an in-depth look at direct mail creative strategy and design best practices straight from the pros, download Utilizing Direct Mail Creative to Alert and Convert. The article below shares the differences between the official (envelope) and promotional (postcard) direct mail format.

Both have great response rates and ROI, so how do you decide which direct mail format is right for you? Envelopes and postcards are two of the most popular formats brands use to deliver their marketing message through the direct mail channel.