Lifetime value data shows that postcard marketing has long-term benefits. People who buy postcards often come back and stay.
Customer lifetime value versus cost per purchase shows that postcards bring in customers who will buy from you again and again.
This guide will talk about the 7 newest changes that have made postcard printing and mailing services useful in modern marketing efforts.
1. Making Things Unique
People want to be contacted in a way that is specific to their hobbies.
With variable data printing (VDP), postcard makers can make each one unique for each person who receives it.
This VDP changes the text, pictures, and offers on postcards based on information that can be used to identify the client OR receiver.
This customization makes the messages more useful and targeted for that group of customers. Generic “one size fits all” mail doesn’t get as many opens, clicks, or sales as personalized letters. High-value customers can be reached through design, information, and images.
Also, customizing postcards use what you’ve bought before, what you’ve done online, and where you are. These cards show things that were bought or put in an internet shopping basket. So, when you add copy and deals, it changes based on customer feedback and interests.
2. Getting Involved
Not only by adding a unique touch, postcards become more engaging. You can also mix physical and digital with direct mail using QR codes and AR, to make them involved with receivers.
A dedicated mail printing service ensures that printable paper is engaging with QR codes. Just like for smartphones, scanning QR codes can take you to landing pages, videos, coupons, contests, and more. It makes omni-channel collaboration possible.
Also, augmented reality makes things more interactive. Utilizing AR, smartphones can bring parts of direct mail to life. The dynamic features make your message stand out, and at this point, direct mail that offers interaction works best.
3. Different Sizes and Shapes
Postcard printing is no longer just squares. Modern printing methods let you make any shape or size you can think of.
Cutout shapes
Die cutting makes unique shapes by cutting the sides of postcards. You can make circles, ovals, hearts, stars, and other shapes. Cards that are die-cut can really seem cool.
Sizes That Don’t Match
No more common sizes for postcards. Now you can get custom sizes for any shape or size. Strange shapes and sizes, like tiny cards and huge forms, catch the eye.
Making Folds
Folds get the recipient’s attention. A lot of people use gate folds, accordions, roll folds, and map folds. Folds can show pop-ups and texts that were hidden.
Ads that pop up
3D pop-ups (a quick way of getting attention) make postcards more fun to use. With them, direct mail is more interesting because the person who opens the pop-up will find fun treats inside. This is why pop-ups get people’s attention and keep them interested.
. Very Good Printing
Postcards can be made digitally in high-definition color with varnishes and finishes that make designs come to life. Here are some ways how brands can use it:
Putting out HD color prints
Digital printers today have better clarity and color gamut, so the colors are bright and stand out from the paper. Photo-quality prints make photos and graphics look better on products and in the surroundings.
Some Sealants and UV Spots
A spot UV treatment gives designs more depth and brings out their features. The gloss makes the pictures and words stand out. You can add texture with a soft touch and other finishes.
Stamp Foil
A postcard design is covered with foil using heated and pressed silver foil stamping. This lets you add gold, silver, and other metallic decorations that reflect light. The cards also look better with metallic foil printing.
Surfaces with Texture
You can make postcards on linen, felt, or flocked paper. And one of the unique ways to engage people is through tactile attention.
5. Long-term Success
Businesses that care about the environment need printing technologies that last longer. Using postcards for marketing can help lower your carbon footprint.
Many printers offer recycling options for paper and inks made from plants, and just recently, sustainable products have come a long way. More recent recycled paper is better than older paper. Veggie inks are bright and last a long time, unlike inks made from petroleum.
For shipping, some printers offer carbon-neutral options. Emissions of carbon dioxide from sending and production will be measured and balanced out. So, the tolerance for natural damage is removed.
Here, we can learn that choosing to be green doesn’t mean giving up quality or effectiveness. Using postcards as a marketing tool can now last longer.
Reduce your carbon footprint by asking your printer for paper that can be recycled. Responsible behavior toward the environment fits what people want.
6. Automation of Mailing
It takes time to send mail. Postcard mailing services, on the other hand, automate direct mail operations, which saves senders time and money.
Advanced printing and sending companies use address verification to make sure that packages get delivered correctly. Each mailing address is checked against a real collection of postal addresses by the software. So that mail that can’t be delivered doesn’t go to waste.
7. Integration of the Campaign
It’s helpful to send traffic from past marketing efforts to improved landing pages that encourage people to sign up for direct mail.
Companies can advertise the direct mail deal on social media and send people to a landing page where they can enter their mailing address. This gets good leads for direct mail.
Also, emails and social media posts can be timed to go with direct mails. First, send an email to your subscribers about a great deal. Then, time for the direct mail to come.
P.S. Sneak peeks on social media can get people interested in the direct mail piece before it even arrives.
Conclusion
When compared to other forms of marketing, cards get a lot of responses and don’t cost much per sale. Postcards often bring in leads and customers for $10 to $25 each. You can make your brand stand out and get people interested in what you’re passionate about by using smart methods.
