What do brands like Uber, Blue Apron, SeatGeek, and Jet all have in common?
It’s not VC, UX, or BS—it’s that they all use postcard marketing to drive their top line.
Some of today’s most successful brands use an analog and often overlooked marketing channel to acquire new customers, retain existing customers, and get stale customers to come back and buy. Here’s why…
Consider the marketing channels most ecommerce businesses use. Facebook ads are great in that they let you identify the exact audience you want to go after. But guess who else is bidding for the same audience? Not just your competitors, but countless other businesses. Thank them for driving up your marketing costs.
While email may not be getting more expensive, it’s a more crowded field than ever. According to a DMR report the average number of emails an office worker receives each day is 121. That’s a lot of emails. More email means the higher the chance your message will be deleted, lost or ignored--and the lower your response rate.
Believe it or not, not everyone is on Facebook or email. And even if your customers are on email, they may not subscribe to your email list. But you can reach them with postcards.
Snail mail is a different story. According to the United States Postal Service, 79% of households scan or read advertising mail. A mailing is likely to end up on a counter or table where it can be seen again and again. Unlike with email, you might have multiple customers looking at a single mailing.
Back in 2005, we were paying five or 10 cents a click on AdWords. Today, the cost per click has gone up 10x or more.
But with postcard marketing, your cost is limited to printing and postage—that’s it. And the more you buy, the lower your prices get.
It’s HIGH ROI
Research has shown that the average email campaign has a response rate of 0.12%. Mailers to existing customers, on the other hand, achieve an average response rate of 3.4%. Postcard marketing campaigns can be a whopping 28x more successful than email campaigns.
If those two benefits aren’t enough to convince you to try postcard marketing, Adweek conducted a survey in which they looked at email vs. direct mail conversion rates. They found that the conversion rates on direct mail were about 36 times higher than on email (4.4% versus .12%).
Back in 2005, when we started using postcard campaigns execution was a horrible. Every month we’d export a customer list into a CSV file, then import it into a postcard provider. Next, we'd have to configure the cards, add coupon codes that let us identify each customer and then send them out. Once the cards were mailed, we’d track coupon redemptions in a spreadsheet and calculate my return, if we had one. And we’d do it again the next month.
But now there’s PostPilot, a fully-automated postcard marketing platform.
PostPilot integrates seamlessly with Shopify to let you easily create and send postcard marketing campaigns. It works even if you’re not on Shopify (you just have to manually upload your customer list), and makes it super-simple to turn your existing Klaviyo, Mailchimp or Facebook campaigns into mailers. You design your card, we handle the rest.
PostPilot lets you grow your business without blowing your budget.