Use Case
How to Create Data-Backed CRO Campaigns with Postcards
Postcard campaigns are a powerful and tangible way to connect with customers in an increasingly digital world cluttered with AI chatbots and email/SMS marketing. Through the physicality of postcards, you can create memorable, personalized marketing experiences that stand out from the digital clutter that takes over your prospects’ inboxes.
This use case discusses how to create conversion rate optimization (CRO) campaigns, track engagement, send announcements, and share coupons using postcards.
5 Wins From Using Postcards for CRO Campaigns
Higher Engagement Rates
Postcard campaigns have demonstrated significantly higher engagement rates compared to digital channels. Recipients are more likely to notice, read, and respond to physical postcards and interact with your brand.
Improved Customer Relationships
Physical postcard strengthens customer relationships. Recipients appreciate the effort and thoughtfulness behind sending a personalized, tangible piece of communication.
Effective Tracking and Measurement
The inclusion of tracking mechanisms, such as personalized URLs and QR codes, allows for precise measurement of campaign performance. This data provides valuable insights into customer behavior and campaign effectiveness.
Cost-Effective Marketing
Despite the initial investment in printing and postage, postcard campaigns are cost-effective. High engagement and response rates translate into a better return on investment (ROI).
Personalized Communication
You can customize your postcards with tailored messages, images, and relevant offers based on the customer's data.
How to Set Up CRO Campaigns with Postcards
Define your Objective & Audience
Outline the goals you want to achieve and identify the target audience. Preferably, you want to reach out to your highly engaged audience but can also decide based on demographics, purchase history, geography, etc.
Choose the Vendor of your Choice
Some CRMs have a direct postcard capability built-in, but in most cases, you will need to reach out to a postcard vendor and set up an integration with your existing systems. Decide based on the vendor’s tool and your budget.
Design & Personalize the Postcard
Create an eye-catching design with a compelling copy and CTA aligned with your brand’s identity. Use relevant customer data to personalize your postcards as well. It can be as simple as the recipient’s name or more unique like referencing past interactions.
Create Tracking Mechanisms
Create personalized URLs, QR codes, or specific offer codes to track engagement and measure the success and effectiveness of your campaign.
Produce & Distribute
Plan out your campaign timeline with the printing and mailing vendor you choose.
Monitor & Analyze Results
Track the performance of the postcards using the tracking features you incorporated. Analyze data and build a continuous improvement plan.
Key Learnings
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Physical postcards make a lasting impression on recipients. They stand out from the digital clutter and create a memorable touchpoint that enhances brand recall and engagement.
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Tailoring messages to individual recipients significantly boosts response rates. Personalization makes communication more relevant and compelling.
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The personal touch of a postcard helps strengthen customer relationships. Recipients appreciate the effort put into personalized, tangible communication, which fosters loyalty and a stronger connection to a brand.
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Tracking mechanisms like personalized URLs and QR codes provide valuable data on campaign performance. This data allows for precise measurement and helps refine future campaigns for better results.
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Combining postcard campaigns with digital marketing efforts can amplify results. Integrated campaigns that use multiple channels to reach customers are more effective.
Conclusion
The ROI from increased interaction and loyalty makes postcard campaigns a cost-effective marketing strategy. If you are looking to incorporate it for your next campaign and need some guidance, book a free consultation call to discuss your goals and how we can help hit them.
