What’s in it for me?
This is a question that should be deeply engrained in the mind of every business owner because it’s what’s in the mind of anyone and everyone you want to sell something to. At the end of the day, what people REALLY want to know is why they should give their hard-earned money to your business.
So, let’s take a step back for a minute and think about this for a minute.
We live in the age of Big Data, information overload and low boredom thresholds. You have to take advantage of the first, find a way through the second and avoid the third… otherwise, your cash register will never ring. And, if you’re not selling, you’ve got a MAJOR problem.
Smart business owners knows that postcard marketing is still one of the most effective ways to reach their customers, but that it only works if you’re sending the right postcards to the right targets. And unless you’re going to carpet bomb an entire area with postcards addressed “to whom it may concern” – which, for the record, are two very bad ideas – you’re going to need a mailing list.
Actually no. Let’s take that one step further. You need a RESPONSIVE mailing list, because a list of names of people who are never going to respond is about as useful as having no mailing list at all.
Purchasing A Mailing List
Unlike buying an email marketing list, which is traditionally a big no-no because of the way email addresses are abused, the legal restrictions involved and the unwillingness of emailing companies and ISPs to handle anything where the addressee cannot be shown to have opted in, buying mailing lists for postcard marketing efforts is completely safe.
Before you think about buying a list, though, you have to decide who you want to be on it, which in turn means thinking about the types of people you want to contact.
- Are they male or female?
- Are they single, married or married with children?
- How old are they?
- Do they work?
- What do they have in common?
- Why should they be interested in hearing from you?
It’s important to develop personas for the people you’re trying to reach so that when you purchase your mailing list, it’s full of people who will actually have an interest in hearing from you.
Let’s take a look at a few practical examples…
Cruises for Senior Citizens
Say you’re a travel agent or a luxury cruise company and you’re introducing a new travel packages where you’ll fly customers to Rio and then take them slowly down the east coast of South America and on to New Zealand and South Africa. They’ll fly home from Auckland six weeks after leaving Rio. The trip includes an agenda full of lectures from historians and art experts.
Who is this going to appeal to? What do they have in common? They are:
- Financially better off than most, because let’s face it, this vacation won’t be cheap
- Almost certainly retired, since they’ll be away from home and out of contact for quite some time
- Interested in history and/or art
In addition, they may be seasoned travellers and perhaps approaching a significant anniversary that they want to celebrate in a grandiose manner
Local family restaurant serving meals at competitive prices with a minimum of frills and an emphasis on healthy eating
Who is this going to appeal to? What do they have in common? They are most likely:
- Either low to medium income earners, aficionados of healthy eating, or both
- Young with families or senior citizens
- Living – or working – nearby. This is not the type of restaurant people will travel a long way to visit.
Once you’ve come up with answers to questions that will help you hone-in on what your ideal target looks like, you now have enough information to carry out an intelligent search on a list-provider’s website. You can input parameters that, if the list provider is good enough, will return a list of targets that at a bare minimum, meet your basic criteria.
Building Your House List
Once you’ve fine-turned this list, you’ll have what’s known as an “outside list.” Your next goal is to build your “house list,” which is a list of people who have engaged with you at some level, whether it’s actually buying from you or merely asking you for more information.
Now this is where things get interesting, since how quickly you build your house list is ultimately going to depend on the success of your postcard marketing campaign. Here are a few key things to keep in mind to stack the cards in your favor:
Make a compelling offer
- Provide a number of response channels: online, email, telephone and snail-mail
- Split test everything
- Personalize what you’re sending
This last one is a biggie. And here’s why…
Statistics have proven time and time again that by:
- Addressing a recipient by name
- Customizing the image and/or the message to be relevant only to that particular recipient
You can improve your response rates by 30% to 50%.
Our business is in helping businesses just like yours grow through responsive postcard marketing. Give us a call today and let’s discuss how we can (a) build the right list for your business and (b) design the postcard campaign to go with it.