THE HUMBLE 4 X 6 POSTCARD IS AN INEXPENSIVE WAY TO PURGE YOUR DIRECT MAILING LIST OF “BAD” ADDRESSES
How to clean up a mailing list quickly, easily, and inexpensively
A post card might lack room for fancy graphics and a lengthy benefit message. Nonetheless, it has one feature that no other direct-mail piece can approach for the same money. The return service is free!
An unappreciated fact about the humble 4×6 post card is that the US Postal Service will return it to you just like first class mail.
This makes it a perfect, inexpensive way to prune mailing lists. A post card sent to a “bad” address will automatically bounce back to you—and with no cost for “return service.”
For example, before a major catalog mailing, a modest post card campaign can pique the interest of your “good” addressees, and save you from mailing expensive catalogs to the “bad” ones.
In sum, post cards sent before or after a major mailing will not only reinforce a marketing message, but also save you from wasting print, mail, and postage costs, too.
Stephen G. Barone and Susan H. Dineen are principals with barodine marketing communications & research, a general contractor of creative and analytical marketing talent to the science, technology, engineering, medical, professional, and general business communities.
Please feel free to duplicate and link to this article, with the following notice:
© 2014 barodine marketing/communications/design