The Postcard Trick That Proves ROI
Summary
Postcards stick around—on desks, fridges, kitchen counters. And with holdout group testing, you can isolate the true impact of direct mail on ROI, even when everything else stays constant.
Transcript
You get an email, know, most people aren't saving emails in their inbox, so they're not going back to those emails, you know, after a week or two weeks. But the postcards, I mean, you just leave them around, right? You don't get a ton of postcards, period. Not like used to happen 20 years ago. And if it's a postcard from a brand that you like, they're highlighting really nice products, like it just gets left around. And then you're constantly looking every time I walk through the kitchen. I was thinking about that brand.
Yeah, you know, we put them on the fridge. I've got them on my desk here, obviously, because I work at Postpilot. I've got a zillion. But, you know, one thing that we just say is like, at the end of the day, if they're, if the brand is sending enough volume, there's no better test than like a holdout group, you know, where you can, I don't know if you've used this functionality, but you can say, if you've got an audience of one time buyers who haven't purchased in 90 days, you know, you can, you can say like, let's carve out 20 % of that and they're not going to get the campaign. the other 80 % will get the campaign and you compare the two groups. both see your meta ads, both get your emails, both see your Superbowl ad, whatever. The only thing you can attribute the lift to is the direct mail campaign.