Re-thinking Direct Mail: Are You Using Non-Digital Tweets?

Re-thinking-direct-mail-are-you-using-non-digital-tweets_.jpgThe more things change, the more they stay the same—at least on a certain level. We sometimes hear discussions about “old school” versus “new methodology” when it comes to marketing. Fact is, all marketers are after the same thing, regardless of the technologies they use.

With postcards you’re not going to provide a long explanation of your products or services. You won’t be explaining in detail how your product or service works. Chances are you’re not really even trying to make a sale.

So what are you trying to do? You’re trying to grab someone’s attention in a way that they will ask for more information. You’re piquing curiosity. You’re letting them know there’s more information to be had—and it’s of benefit.

Sounds a little like a tweet to me, only delivered via a different medium! A tweet isn’t a dissertation. It’s not a sales pitch. It’s not an explanation. It’s  quick notification that something interesting and helpful is out there. All a reader has to do is click on the link to find out more.

Card mailings can do the same thing. They can tease, entice, arouse interest and then point people to more information: a specific landing page on your website.

How is a card different from a tweet?

If it’s an interesting card that grabs interest, it will probably stick around for a while—even if the reader doesn’t respond immediately. Compelling card mailers have staying power. And here’s something else. Younger audiences are used to Twitter messages, but getting actual physical mail is often a bit novel for many of them. That element of surprise can work in your favor.

There seems to be a bit of a myth in marketing that you have to choose between “old school” and “new methodology.” That’s not true at all. In fact, companies that learn to integrate traditional and newer technologies can really maximize their marketing impact. Try sending a postcard mailing and then follow up with a tweet as a reminder.

Whatever methods you use, the “old” versus “new” discussion is irrelevant. What really matters is what gets audience response to your message. Often, that’s a combination of the two.

 Direct Mail Best Practices