1. More people read postcards than sales letters.
Are you debating on whether to send a letter or a postcard? A direct mail study illustrates the clear choice: more than half the people surveyed found postcards to be useful, making them the preferred type of direct mail. The United States Postal Service indicates that 98% of delivered mail ends up in the consumer’s house the same day; 77% of that mail is sorted and reviewed, and 47% is actually opened. Sending a postcard can increase the chance your recipient will see the message since there’s no need to open it.
2. Over-sized mailers receive the best response rates.
Less is more when it comes to general marketing, but when it comes to EDDM mailings, bigger is better. If you want your material to outshine the other mailbox filler, opt for an over-sized postcard or envelope. According to a study conducted by the Direct Marketing Association, large postcards received a 4.25% response rate, while large envelopes earned a 5.0% response.
Less is more when it comes to general marketing, but when it comes to EDDM mailings, well, bigger is…
3. EDDM yields a lower cost-per-lead than other marketing methods.
Since there is no mailing list to buy, postcards cost little to print, and postage is as little as 16 cents per piece. EDDM mailings make an inexpensive alternative to traditional marketing options. When you calculate the cost per lead for EDDM versus other channels, you may find your cost per lead is several dollars less.
Consider using those savings to invest in professional design work, larger postcard size, or higher quality cardstock that will boost your mailer’s visibility.