Why 2022 is the Year of the Direct Mail Postcard

February 21, 2022

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Nearly 50% of retail/consumer marketers have chosen the compact, ready-to-read format over a traditional envelope or self-mailer since early 2021. Why? Direct mail postcards are an extremely effective and affordable marketing tool.

We expect marketing postcard volumes to continue to climb as DTC brands eagerly join the direct mail channel to effectively reach their target audiences and crush growth goals this year.

Why you should use direct mail postcards

Postcards are irresistible

Statista estimates that 347.3 billion emails will be sent per day in 2022. The market and consumer data company also reveals almost 50% of those messages are spam. Could this barrage of digital communications be why more than 50% of consumers admit they find email unexciting? (except this one) It may also help explain why nearly 40% have more than 100 unread emails clogging up their inbox at any given time. Simply put, email just isn’t as engaging as it once was.

Enter the small but mighty, irresistible postcard

Consumers are actively drawn to and engage with physical advertisements because our brains simply cannot ignore them. The most recent ANA Response Rate Report shows direct mail postcard ROI is higher than both social media and digital display advertising. Since there is no outer envelope hiding your beautifully branded message, there is a 100% chance it will be seen when the recipient opens the mailbox. It also sparks the receiver’s immediate curiosity to interact with the piece, rather than just add it to the mail pile to open later.

Postcards are painless

Direct mail postcards are fully customizable and available in a slew of shapes and sizes based on your campaign goal and budget. The simplified format also grants marketers a quick and easy audience touch.

Postcard marketing is especially popular in retargeting campaigns because a postcard can be produced and mailed quicker than a letter package. Variable data printing allows marketers to include personalized elements like product images or a limited time promo code to encourage the consumer to reconsider. We’ve found sending a timely and relevant postcard mailer to the newest additions in your CRM during the valuable decision-making phase can ignite conversions and lower CPAs, resulting in millions of additional revenue each month.

Another benefit of a postcard is the cost savings. Printing and production expenses for postcards are lower than letter packages because they use less material. There is also a postage savings since the USPS now accepts 6” x 9” postcards (double the standard 4.25” x 6” size) at a First-Class Postcard rate. This is big news because this oversized postcard previously mailed at the First-Class Letter rate.

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