Skip to main content

Bring back the lowly postcard!

  • Author:
  • Updated:
    Original:

It’s more intrusive than an unexpected house guest and more irritating than a car alarm that won’t shut off! I’m talking about internet spam… 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 I’m forever hitting the delete key. In fact AOL, alone, recently told the Washington Post it blocks more than 780 million spams daily and it can’t get them all. That’s 100 million more messages than it actually delivers! Spam now accounts for a reported 30% of all email and it’s 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 I’m not suggesting there aren’t 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 aren’t necessarily getting the message to the customers. That’s why there’s a business migration back to good old, reliable direct mail. And what’s the best read direct mail piece today? A postcard! Coincidentally, it’s also the cheapest printed promotional piece you can produce.

Let’s face it - no one throws away a postcard without at least looking at both sides. Moreover, everyone still takes the regular mail seriously. It’s still compelling. We wait for the mail to arrive. We complain if it’s late. When there’s no delivery on Holidays, we feel like something’s missing! When we get home, the first thing we still do is go through the mail. Even at the office, we usually stop whatever we’re 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 we’re all competing harder than ever to get even the simplest of messages across to customers and prospects, it’s a great time to fall back and consider using the simple, inexpensive and compelling postcard.

Related

Teaser-Graphic-6-29-22_2

2022 Women in the Industry Summit, Leadership Panel, Awards Ceremony & Reception

MONDAY, SEPTEMBER 26, 2022, MARRIOTT TAMPA WATER STREET, TAMPA, FL

DealerOutlook

Seabins Coming to Lake Erie

The devices, deployed as part of a pilot program, skim and collect debris from the water, including microplastics. Meanwhile, MBIA announces scholarship funds.

1_BOATSETTER

Boatsetter Reports Uptick in Rentals

The on-water experience company has seen triple-digit growth in pontoon and party-boat rentals, as well as fishing and yacht charters.

1_SMARTGYRO

Smartgyro Signs Distributors, Hires Sales Manager

The company said the three U.S. distributors, working with Bob Walker, will help expand its dealer network and brand recognition.

1_YEARGIN

The Upside of a Downturn

Economic challenges should push you to develop a strategy that helps you weather the storm and come out stronger on the other side.

1_TRAVELIFT.COOP

Marine Travelift Launches Co-op Program

The company received its first student, a University of Wisconsin engineering major, in the seven-month paid co-op.

1_JULY4

Trade Only Today Returns Tuesday

The e-newsletter will not publish July 4 in observance of Independence Day. We wish everyone a safe holiday weekend.

1_ORR.FUNDS

ORR Announces Federally Funded Projects

The U.S. Economic Development Administration prioritized outdoor recreation for the first time