Bring back the lowly postcard!
Itís more intrusive than an unexpected house guest and more irritating than a car alarm that wonít shut off! Iím talking about internet spamÖ you know, all those unwanted messages from someone in Nigeria, begging you for money or the myriad of offers guaranteeing to enlarge. . . well, you know!
Yes, today internet spam has become one of the most-hated things in our lives. And, in spite of my filters and blockers, some still gets through and Iím forever hitting the delete key. In fact AOL, alone, recently told the Washington Post it blocks more than 780 million spams daily and it canít get them all. Thatís 100 million more messages than it actually delivers! Spam now accounts for a reported 30% of all email and itís growing rapidly. The result is electronic marketing has some serious problems today. Similarly, studies indicate consumers are increasingly rejecting what they view as intrusive Internet advertising techniques.
Now Iím not suggesting there arenít good uses for electronic marketing. There are. For example, every dealer should have a good Website. But the highly touted e-newsletters and e-mails arenít necessarily getting the message to the customers. Thatís why thereís a business migration back to good old, reliable direct mail. And whatís the best read direct mail piece today?† A postcard! Coincidentally, itís also the cheapest printed promotional piece you can produce.
Letís face it – no one throws away a postcard without at least looking at both sides. Moreover, everyone still takes the regular mail seriously. Itís still compelling. We wait for the mail to arrive. We complain if itís late. When thereís no delivery on Holidays, we feel like somethingís missing! When we get home, the first thing we still do is go through the mail. Even at the office, we usually stop whatever weíre doing when the mail arrives. Admit it or not, mail is still a priority in our lives. Therefore, it remains a viable ad tool for us.
So at a time when weíre all competing harder than ever to get even the simplest of messages across to customers and prospects, itís a great time to fall back and consider using the simple, inexpensive and compelling postcard.