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The humble little postcard has been getting a lot of attention in the marketing world. Along with this heightened interest comes some very good questions, such as...
How Well Do Postcards Work?
Before we get into the "how well" part of this question, let's look at how to measure the success of a postcard mailing.
APPROACH #1: Revenue Return Rate
If you use this approach, you decide that each dollar spent on your campaign should bring back, say, $10. Or $100. The amount is up to you.
APPROACH #2: Cost as a Percentage of Sales
With this approach, you benchmark the cost of your campaign as a percentage of sales generated. In other words, if you think that your campaign cost should be 5% of sales and your campaign cost is $500, then your campaign should produce $10,000 in sales.
Your cards will work well if they meet or exceed the standards you have set, whether it's Approach #1 or Approach #2.
Martha Retallick, "The Passionate Postcarder," hails from
Tucson, Arizona, USA. She is the author of Postcard Marketing
Secrets, a downloadable PDF manual will show you how to put
postcards to work for your business--profitably. Learn more about
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Minneapolis / St. Paul Business Journal
BrandLab study reveals lack of diversity in marketing and advertising; how is your company doing?
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