Oversized Postcards and Card Mailers

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Increase Direct Mail Marketing Response with a Direct Marketing Postcard

Although oversized postcards are a basically effective and low cost way of conveying a message to your customers, they do not have the distinct advantages that card mailers offer. While the initial investment for card mailers is greater than that of a marketing program entailing oversized postcards, in the long run the result produced by oversized postcards will pale in comparison to those that can be achieved with a card mailer.

Why? You know that your goal when making use of a direct marketing postcard program is to increase redemption rates. While the layout and message wording is a crucial component in your efforts to gain potential customers’ attention, influencing them to take action on your offer is what really matters.

Because of the frequency that consumers are bombarded with oversized postcards, they are often put in the category of ‘junk mail’ – which means they will frequently end up thrown away. The fact is, may retailers find that redemption rates increase when oversized postcards are replaced with card mailers. And, while the initial cost of oversized postcard printing and mailing is significantly lower than that of a card mailer, card mailers typically have a higher redemption and by far outperform the oversized postcard.

Reason being, typically card mailers can be customized for greater effect – making it stand out. More importantly, a card mailer has an interactive element that oversized postcards do not. When at best an oversized postcard will be attached to a refrigerator or household calendar as a reminder of your promotion, a card mailer pulls away for easy storage. A typical consumer will put that card in his wallet – a constant reminder of your promotion. And when they visit your store, will capitalize on your offer. The detachable card truly encourages the consumer to keep your marketing piece, furtherer building your brand and simultaneously promoting your company’s offering – better than a direct marketing postcard program.

Furthermore, one of the greatest attributes that card mailers can offer over an oversized postcard is the ability to track your redemption rates and even inform you as to how much profit it has generated on every individual mailing. This information is invaluable for future card mailer programs and campaigns using direct marketing. Postcards, while initially appearing more cost-effective simply do not hold a candle to the benefits that card mailers can offer your company in over the long haul.