Despite the fact that we’re living in a digital age, direct-mail postcard marketing continues to be a highly-effective marketing tool. This is evidenced by the number of postcards that make their way to our mailboxes each week – if they didn’t work, companies would stop sending them. Still, many small businesses are hesitant to try postcards due to the initial investment, and it’s a fair question: should you invest in a direct-mail postcard marketing campaign? Let’s answer it.
What are your goals?
What would your goals be for a direct-mail postcard marketing campaign? This is an important consideration, as many companies use postcards to generate qualified leads, while others use them to motivate direct sales.
You need to create clear expectations for a postcard campaign so you can accurately determine its ultimate return on investment. If you’re sending postcards to try to generate new customers, you should know the lifetime value of each customer, which could play significantly into your ROI and decision-making process. So, for example, you might be willing to break even on a postcard campaign in order to earn that lifetime customer value, which will prove very profitable over the long-run.
Work the numbers, and invest only what you can lose
Postcard marketing isn’t rocket science; in fact, there are proven and easy-to-follow postcard marketing strategies that can help you generate the best possible ROI from your campaigns. That said, you never want to invest more than you can afford to lose. And, you should understand what to expect from your campaign before you send it.
Read more at http://www.business2community.com/marketing/invest-direct-mail-postcard-marketing-campaign-01514192#XALsfjpsSRVFgoYC.99
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