Catalogers turn to postcards

Share this content:

In the wake of the postal increases, catalog mailers are increasingly turning to creative solutions to keep the volume and integrity of their marketing messages intact, while keeping costs down.

One solution is postcards. Women's clothing catalog Lady Venus went to Clearwater, FL firm PostcardMania in a bid to increase the number of its qualified leads, cost-effectively. The company wanted to get sales from the leads as well.

Many catalog mailers are now using postcards ahead of a full catalog mailing, inviting prospects to request a catalog.

"Mailing a catalog can be outrageously expensive," said Karla Jo Helms, vice president of PR for PostCardMania. Sending a prospect a postcard costs much less money and if that person requests a catalog, they are much more likely to buy. For Lady Venus, the results were strong. "My ROI is very good," said John Sauer, owner of the Lady Venus catalog. In fact, Sauer received immediate orders for the item advertised on his postcard.

Sheila Heil, office manager of Heil Enterprises which publishes religious music catalogs, used postcards to clean up the company's database of customers whose addresses were no longer valid. Since Heil's product is so specialized, it does not work for it to mail to "or current resident."

"An important tip is getting a clear, defined list before you even start planning the postcard; analyze the database," Helm said. "Pick one product that sells a lot and feature it with a clear headline so that when people see it, they are motivated to buy."

In designing a postcard mailing, clear bold headlines, eye-catching color, clearly stated benefits from a product or service and an offer with a reason to "call now" should be clearly displayed.

close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above