Guerrilla Retailing: Big Results From Little Mail
During a recent meeting with Aaron and Jack Sweat from Advertising Made Easy, a direct-marketing firm in Dublin, Ohio, the two told me about some campaigns they were running for a client. Using the same exact message and offer, they ran the promotion once as a letter and again as an oversized postcard. The results from the postcard mailing were far better than the envelopes.
Because of its color, shape, size and feel, a postcard actually jumps out of a pile of mail. Instead of going directly into the round file unopened, consumers can't help but at least glance at the offer. Customers see your message and your call-to-action without having to bother opening an envelope.
Strategies to Consider