Pop quiz… Within the confines of a budget, what’s the goal of B2C Direct Mail?
A. Get the most conversions/redemptions.
B. Send the most stuff to the most people.
The answer is A. Campaign objectives vary (gain new customers, regain old customers, increase membership sales, etc.), but the fundamental goal is to get the best return on investment while mitigating as much risk possible. Redemptions, not the quantity of collateral bought or sent, define the campaign’s success.
The goal is not to “mail the greatest quantity of low-cost collateral to the most doors possible,” just as it is not to “mail the greatest quantity of high-cost collateral to the most doors possible.” Both scenarios are equally absurd because they lose sight of the goal. We see high quantity/low cost “junk mail” in our mailboxes regularly because decision makers behind the campaign lost sight of the goal. Eventually, they get tired of horrible ROI and end their direct mail program because they’ve “tried direct mail and it doesn’t work well.”
Successful B2C and D2C campaigns are using unique direct mail postcard mailers, gathering 10, 20 and 30% redemption rates regularly, and they’re follow these guidelines:
- Tar·get. (noun) – a person, object, or place selected as the aim of an attack.
“Everyone” is not a profitable target for a mailer. If you’re to expect anywhere near a “great” or repeatable ROI, the list should consist of targeted recipients. Targeting can be done a variety of ways through loyalty lists, demographics, psychological indicators (it’s nearly ¼ way into the 21st century, after all), and more. There are exceptions, but they are few and far between. The other option is, keeping in mind the confines of that pesky word “budget,” to increase quantities by decreasing the quality of the collateral (and list), and then send your mail to every door. The latter option is particularly effective for a municipal or utility “Notice,” but for a business seeking optional customer redemptions, it’s wasteful. High ROI gold lays within targeting. - Value Proposition. Send offers that grab recipients’ attention. For a large portion of consumer industries, the tried and true “Free Item with Purchase” tends to excel for both ROI and outright redemptions. A dollar-off minimum, for example “$25 Off of $50 Minimum,” does well for industries like men’s or women’s clothing. Motivating customers into your business with enticing offers not only sends redemption rates soaring, but it elevates your Armed with discounts, customers tend to spend (a lot) more.
- Simple Call to Action. “Keep it simple, stupid.” Include a clear and actionable CTA that tells recipients exactly what to do next. Whether the action is in-store or electronic, redeeming needs to be easy. A turnkey eco plastic postcard in the form of a gift card mailer is easily redeemable because of the wallet-friendly pop-out. And considering that consumers who dined out during Covid learned to scan a QR for a menu, their familiarity with QRs shouldn’t be overlooked. They offer another simple way to convert, as does USPS Informed Delivery with its ads, as well as personalized URLs (PURLS). When forced to scan a code for a simple menu can be annoying, scanning a code for a discount or offer plays on entirely different motivators… being forced to take an extra step for something as simple as looking as a menu can be seen as an irritation. In contrast, given the option to gain unique discounts and offers by scanning a code plays on intrinsic motivation of positive reinforcement.
- The 1st Necessary Conversion. First and foremost, the recipient must be drawn to your collateral. It seems obvious but is often overlooked. The expected rate of redemption for standard direct mail is a paltry 1%-2%. Think about that. And on its best day, an oversized paper postcard hits 3 times that. Compared to a creatively crafted direct mail paper postcard, a simply designed recycled paper + eco plastic postcard mailer or plastic gift card mailer gets greater redemptions and ROI for two fundamental reasons:
- Their perceived value commands attention.
- Easily kept and redeemed pop-outs are conveniently stowed in a wallet until redemption.
- Timing. For holidays, grand openings, and membership renewals, timing plays an obvious role for a better direct mail postcard redemption rate and ROI. Ahead of storm season, home services eco plastic postcards will build brand awareness. In contrast, a rapid response turnkey postcard service immediately sent to damaged areas gains new business by leaning into a resident’s recency bias. And well-timed “We Miss You” gift card mailer sent to former customers or downward trending shoppers can inspire renewed loyalty. Timing shouldn’t be overlooked.
- Expiration Date. Expiration dates vary depending on industry and even campaign, but the standard tends to be 30 days. Grocers will necessarily have shorter redemption windows due to the perishable items being promoted. In contrast, luxury retailers, realtors, HVAC, roofers, home services, and car wash postcard mailer campaigns may benefit from extended redemption windows. As an example, car wash redemptions at the 30-day mark will be 3X the first week’s totals. After 4 months those totals can double to 6X when using a car wash postcard mailer due to its wallet-friendly pop-outs that resemble the gift cards that serve as their inspiration. With a tighter 30-day exp date, there certainly will be more customers redeeming within the 4-week window, but that number certainly doesn’t double to meet the gains rewarded through an extended window.
- Direct Mail Tracking. “Data is big business” is an understatement. “Freemium” mobile games and apps, social media “what color are you” quizzes, pop-up ads, and spam links are about acquiring data. Modern direct mail postcards are no different with their QR codes driving recipients to trackable URLs. The tracking isn’t limited to URLs, it also extends to brick-and-mortar businesses. Monitoring mailer and postcard redemptions with a modern tracking service delivers valuable customer data that is otherwise be unavailable. It identifies everything you could want to know about a redemption… who redeemed, when they redeemed, how much they purchased during redemption, and more. That valuable information ensures success in your future outreach.
- Put it to the Test. A/B testing offers a bounty of actionable information. Often overlooked, a simple turnkey postcard test between “$5 Off” vs “FREE Item with Purchase” offers valuable insights. Subscription turnkey postcard services can allow for adjustments throughout a campaign and offer affordable and effective ways to test various CTAs, incentives, promotions, tracking methods, expiration windows, locations, lists, demographics, and more.
IN SUM:
K.I.S.S. or “Keep It Simple, Stupid.” When considering the most successful and repeatable B2C or D2C postcard mailer service for your business, stay focused on the goal and remember exactly what you’re investing in… redemptions. Nail it with a targeted list, clear CTAs, standout collateral, tracking, and deliberate optimization. When uncertainty rears its ugly head, take solace in the very last guideline.
BONUS SUMMARY USING AI’S “DEMONSTRATED HISTORY” OF WRITING WITH ESOTERIC BUZZWORDS:
Direct your strategic focus with an unparalleled degree of unwavering precision towards the quintessential objective – redemptions.
In the ever-evolving landscape of direct mail postcards, synergize with a cutting-edge solution that flaunts a demonstrated history of unequivocal success in its robust provenance of direct marketing.
Bask in the demonstrated history of A/B testing, allowing it to serve as the bedrock for your decision-making processes.
Embrace the sagacious counsel embedded in the venerable adage “Keep It Simple, Stupid” (K.I.S.S.) as you deliberate upon the avant-garde and reproducible strategy of eco postcards and mailers for your direct-to-consumer business.
Propel your overarching approach to new heights by adeptly harnessing the transformative power inherent in a meticulously curated and battle-tested strategy, buttressed by a hyper-targeted list, strategically lucid calls-to-action (CTAs), visually arresting collateral, technologically robust direct mail tracking mechanisms, and an unswerving commitment to perpetual optimization, all underscored by a demonstrated history of success.