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Postcard Marketing – Does Direct Mail Work And What’s The ROI?

Postcard Marketing – Does Direct Mail Work And What’s The ROI?

Does postcard advertising work? Can junk mail generate gross sales at a constructive ROI? I just lately carried out a case examine with my very own ecommerce retailer that solutions each of those questions.

First off, I need to begin out by saying that previous to this experiment, I used to be an enormous postcard advertising skeptic. Whenever I obtain promotional postcards within the mail, they at all times go straight into the trash.

But I made a decision to strive postcard advertising for two causes.

One, my buddy Dana Jaunzemis has had success along with her junk mail campaigns. And two, my buddy Drew Sanocki satisfied me that attempting a distinct advertising technique would make a terrific content material piece for the weblog.

Anyway, I had some additional time final month so I made a decision to give junk mail campaigns a shot with my on-line retailer over at Bumblebee Linens.

Here are the outcomes of my postcard advertising marketing campaign.

Editor’s Note: My spouse is presently studying over my shoulder as I’m scripting this publish and politely jogged my memory that I just lately redeemed a postcard provide for a free cheeseburger at The Counter. So I clearly don’t throw away “ALL” of my postcards.

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Postcard Marketing

Postcard Marketing

What Is Postcard Marketing?

Postcard Marketing

Postcard Marketing

Postcard advertising is the place you bodily mail your buyer a postcard or a promotional letter with a coupon, giveaway or announcement.

Basically, you might be utilizing snail mail to ship a advertising message to your buyer!

It’s old-fashioned and it takes a number of days, however huge manufacturers have been sending out bodily mailers for the reason that 1800’s.

Now sending out a bunch of postcards could be a tedious course of relying on the way you go about it. And for me, I initially thought that I needed to print my very own playing cards, apply postage and manually ship out every bit.

But at the moment, junk mail companies like PostPilot help you immediately import your buyer record from Shopify or Klaviyo and ship out hundreds of postcards on the push of a button.

In addition, the complete course of will be 100% automated so that you don’t need to raise a finger or set foot in a publish workplace.

Postcard Marketing – Some Mindblowing Statistics

Postcard Marketing Stats

Postcard Marketing Stats

Before I spend time (and cash) on any new advertising technique, I at all times do my due diligence. And I used to be shocked by among the postcard advertising statistics that I uncovered on-line.

According to the CMO Council, the common response price for current clients with a junk mail marketing campaign is three.four%.

When I requested PostPilot immediately for his or her buyer statistics, they instructed me that the common conversion price for his or her clients is between 2-5%.

2-5% is definitely surprisingly good!

Here are another junk mail stats that I dug up on the net. According to TheDMA.org, junk mail has…

  • Up to a eight.5X larger response price than e mail and paid search
  • Up to a 13X larger response price than social media
  • Up to a 26X larger response price than show promoting

Not solely that however 86% of shoppers take the time to learn by all of their mail and the standard junk mail advertising marketing campaign leads to a 13X return on advert spend. (I used to be very skeptical of this quantity)

Postpilot claims a typical ROI of between 400-700%.

There are additionally many intangible advantages of postcard advertising for your enterprise effectively. According to Forbes…

  • Brand consciousness for junk mail and postcard advertising is as much as 70% better than digital advertising
  • Over 60% of individuals are extra inclined to go to a web site after receiving a postcard
  • 57% of respondents say that postcard advertising makes them really feel extra valued as a buyer
  • 79% of consumers act on a direct mailer instantly vs 45% for e mail advertising

But statistics are simply statistics and your mileage will fluctuate. So I made a decision to place postcard advertising to the check by myself store.

How To Choose Your Postcard Marketing Audience

postcard marketing audience

postcard marketing audience

First off in comparison with e mail, postcard advertising isn’t precisely low-cost. When you ship out an e mail marketing campaign, it’s primarily free. But a postcard advertising marketing campaign will run you between $.69 and $.89 per piece relying on quantity.

As a consequence, you need to select your segments very rigorously.

In my expertise with e mail advertising and PPC promoting, the best advert campaigns goal your heat or current clients.

As a consequence, I narrowed down my check viewers to the next recipients

  • Anyone who deserted their cart and acquired my three e mail sequence however didn’t convert
  • Anyone who bought greater than as soon as however had not made a purchase order in 2 months
  • Anyone who bought solely as soon as however by no means once more

Now my on-line retailer is a bit of totally different from a typical ecommerce store in that the majority of my clients are one and accomplished wedding ceremony clients.

Even although the divorce price is fairly excessive within the US:), our repeat buyer price hovers at between 12-15%. However, the repeat clients that we do have make up 36% of our revenues.

As a consequence, our repeat clients are the lifeblood of our enterprise and buyer retention is essential.

Anyway, after a backwards and forwards dialogue with Drew and his proper hand man Michael Epstein, I in the end determined to ship postcards to clients who had bought greater than as soon as (inside 6 months) however hadn’t bought in over 60 days.

In the tip, I eradicated the opposite 2 audiences as a result of it didn’t make sense to ship postcards to clients who’d solely bought as soon as in case they have been wedding ceremony of us.

In addition, I didn’t have a excessive sufficient quantity of deserted cart clients to create case examine.

All instructed, I ended up with 714 individuals on my direct mailing record.

How To Set Up Your Postcard Marketing Campaign

PostpilotPostpilot

For this case examine, I made a decision to make use of the favored junk mail and postcard advertising device PostPilot.

Here’s why I made a decision to go together with Postpilot

  • You can hyperlink PostPilot on to your Shopify retailer and immediately create a section of customers in a single click on
  • You can get ROI statistics immediately out of your PostPilot dashboard
  • You can rapidly design a terrific wanting postcard with their net primarily based card designer
  • It’s not that costly and there’s no minimal spend

If you need to give PostPilot a strive, you will get a 15% low cost by clicking on the hyperlink beneath and utilizing coupon code MYWIFEQUIT15.

Click Here To Try PostPilot And Save 15%

Step 1: Create A Segment Of Customers

The first step is to create a section. As talked about above, you’ll be able to create any arbitrary viewers primarily based on buyer information out of your Shopify retailer on the click on of a button.

PostPilot supplies you with a selection of templates or you’ll be able to create your individual.

Postpilot templates

Postpilot templates

If your viewers is a bit more concerned like mine, you should use the customized section builder which seems like this…

Postpilot filters

Postpilot filtersD

For my particular case, I opted to create a section in Klaviyo for repeat purchasers who hadn’t purchased within the final 60 days and easily uploaded the record in CSV format to PostPilot.

Ultimately, you need to do no matter is extra handy for you however PostPilot supplies push button entry to essentially the most generally used postcard advertising audiences.

Step 2: Create Your Postcard Design

Designing your postcard is the straightforward half. First off, you need to select your postcard measurement and Postpilot provides three totally different sizes

  • four.25″ X 6.25″
  • 6.25″ X 9.25″
  • 6.25″X 11.25″

Now relating to postcard advertising, greater is often higher to catch the attention of your viewers. But for the needs of this experiment, I selected the four X 6 measurement primarily as a result of it was the most affordable:)

In phrases of design, Postpilot supplies a bunch of templates so that you can select from as proven beneath.

Post Pilot TEmplates

Post Pilot TEmplates

Overall, the templates offer you containers that you would be able to substitute with your individual photos and verbiage.

For Bumblebee Linens, I selected a quite simple structure and determined to provide a 15% coupon.

Bumblebee LInens Postcard

Bumblebee LInens Postcard

Overall, the design course of is easy and easy and you’ll be able to have your card designed in about 15 minutes in case you have your photos ready forward of time.

Here is what the completed product seems like in actual life. I had a postcard despatched to my home to look at one for high quality. In addition, a number of postcards have been despatched again as a result of some addresses have been undeliverable.

Actual Card

Actual Card

BBL real card 2

BBL real card 2

The high quality of the printing was wonderful and the postcard had thickness to it. In addition, I assumed it was cool that each card was personalised with the recipients first title.

Going ahead, I’d take into account utilizing a bigger card as a result of 4X6 ended up being smaller than I’d envisioned.

Step three: Send Out The Campaign

Once every little thing is about up, all you need to do is hit go and await the gross sales to come back in.

Here’s what the PostPilot dashboard seems like after you begin your marketing campaign.

Postpilot cost

Postpilot cost

If you might be on Shopify or one other supported purchasing cart, your statistics will robotically populate right here as conversions are available in.

Because I’m not on Shopify, I needed to collect my very own outcomes.

Even although PostPilot has an API and I technically may have transmitted my outcomes electronically, I didn’t assume it was definitely worth the effort for this case examine.

However, it’s vital to notice that PostPilot helps publish card advertising REGARDLESS of what platform you might be on. Going ahead, they are going to present push button integration with each main ecommerce purchasing cart.

Step four: Prepare A Postcard Marketing Follow Up Campaign

The record of recipients for my postcard advertising marketing campaign had not made a purchase order from my store in over 60 days regardless of receiving a minimum of eight emails since their final buy.

Clearly, e mail advertising hasn’t been efficient however does that imply I ought to cease emailing them now that I despatched out my postcard marketing campaign? Heck no!

Any seasoned marketer is aware of that the extra contact factors the higher and you need to hammer your clients throughout as many channels as potential.

As a consequence, despite the fact that my postcard advertising marketing campaign went out on November 12, I didn’t simply sit again and wait.

Instead, I made a decision to bombard my postcard recipients with a vicious onslaught of correspondence throughout all channels together with e mail, Facebook Messenger and push notifications:)

Repetition works.

In phrases of timing, I acquired roughly 5 redemptions beginning November 18. Then, extra gross sales began trickling in steadily over the following three weeks.

The Results Of My Postcard Marketing Experiment

Before I reveal my outcomes, right here’s a fast abstract of the complete experiment.

  • 714 individuals have been on my recipient record
  • 699 postcards have been created and despatched as PostPilot rejected 15 of the addresses
  • 7 postcards have been despatched again to me marked as undeliverable
  • The marketing campaign was processed on November 12
  • The anticipated supply date was November 20 (The precise arrival date was November 18ish)
  • Total value was $482.31

I tracked all gross sales in Klaviyo by making a static record of respondents and a section of redemptions.

Klaviyo

Klaviyo

Now what’s humorous is that I utterly forgot to create a coupon code for this marketing campaign and folks began receiving their postcards effectively earlier than the November 20 anticipated supply date.

So the primary time I noticed that the marketing campaign went out was when somebody known as to complain that the coupon didn’t work:)

After I promptly mounted the code, conversions began rolling in. Today’s date is December 14, so I allowed for about 24 days for patrons to redeem their coupons.

All instructed, listed below are the ultimate statistics

  • 699 postcards have been despatched out
  • 38 individuals who acquired postcards made a purchase order after November 12
  • Total income was $7947.02
  • Total ROI was 16.47X
  • The general conversion price was 5.43%

These numbers FAR EXCEEDED my expectations! However, I seen one small caveat as soon as I regarded nearer on the numbers.

1 of the 38 transformed clients made a gigantic buy of $5005 which skewed the ROI numbers. But who is aware of? If that particular person didn’t obtain a postcard, maybe they’d not have ordered.

The different issue which will have affected the outcomes is that I ran this experiment in the course of the vacation season and our busiest time of 12 months. If this case examine was carried out throughout a distinct time, it could not have labored as effectively however who is aware of?

Even if we take away this 1 anomalous conversion, the ROI nonetheless stands at 6.09X which is fairly good!

I’m now a believer on this old-fashioned type of advertising!

If you need to give PostPilot a strive, you will get a 15% low cost by clicking on the hyperlink beneath and utilizing coupon code MYWIFEQUIT15.

Click Here To Try PostPilot And Save 15%

Postcard Marketing Best Practices

After this case examine opened my eyes, I instantly began doing extra analysis on junk mail advertising. After all, this marketing campaign was thrown collectively comparatively rapidly and I made a couple of errors.

Here are some issues that I’ll strive in my subsequent marketing campaign.

Use Brighter Colors On The Card

My first card design was a bit of uninteresting. To make your card stand out extra, you need to use shiny vibrant colours to catch your buyer’s eye.

Bumblebee Linens’ colours simply occur to be shiny yellow, so my card didn’t find yourself being dangerous but it surely may have been bolder.

Include Your URL On Both Sides Of The Card

Looking again, I utterly forgot to place the URL of my web site on the entrance aspect of the cardboard. Given that almost all of repeat clients for our retailer are over the age of 55, this may increasingly have value me a couple of gross sales.

Include Your Phone Number On The Card

Some shops wish to discourage cellphone calls however we obtain a major variety of orders over the cellphone. In reality, our cellphone conversion price is sort of 100% each time anybody calls with a query.

Include A Bigger Offer

We sometimes don’t provide giant reductions in our retailer so 15% is definitely a giant deal. But going ahead, I need to strive operating a product giveaway or a free plus delivery provide to clients who haven’t purchased but to get individuals to make their first buy.

Automate The Process

Postpilot means that you can robotically ship out postcards to deserted cart customers or individuals who haven’t bought inside a set length.

Ideally, future postcards needs to be despatched out on an ongoing foundation as a result of it converts so effectively. You may also robotically ship out particular loyalty promotions to your greatest clients.

Try A Larger Card Size

I ran my experiment with the smallest postcard measurement. But in actual life, a four×6 card is a bit small in comparison with different items of mail a buyer would possibly obtain. As a consequence, your marketing campaign will be improved with a bigger card.

Click Here To Try PostPilot And Save 15% With Coupon:MYWIFEQUIT15

Conclusion

If you’ve realized something from this publish, it’s that you need to preserve an open thoughts relating to operating your enterprise. Even although my buddy Dana repeatedly pushed me to strive junk mail advertising for two years, I didn’t pay attention instantly.

So when you haven’t given postcard advertising a strive but, then give it a shot now. If you’re nonetheless skeptical after studying this publish, then begin with a marketing campaign for repeat purchasers solely.

Then, when you acquire some confidence, take into account focusing on clients who haven’t bought but similar to you’d with a typical retargeting marketing campaign.

If my enterprise was not wedding ceremony associated, I’d undoubtedly strive focusing on clients who solely bought as soon as to get them to purchase once more. Targeting first time purchasers is a no brainer for many outlets.

If you need to give PostPilot a strive, you will get a 15% low cost by clicking on the hyperlink beneath and utilizing coupon code MYWIFEQUIT15.

Click Here To Try PostPilot And Save 15%

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