Environmental Marketer Newsletter
Vol. 3, Issue 5 July 2009
In This Issue
10 Tips for Using Postcards to Grow Your IAQ & Environmental Business
***IAQ Videos***
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Welcome to the Environmental Marketer.  
 
The mission of this publication is to bring you new ideas to help you grow your environmental business. 
 
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poster 610 Tips for Using Postcards to Grow Your IAQ & Environmental Business

 

Direct mail has been used by marketing professionals for decades.  It is one of the most commonly utilized and cost effective marketing tools, especially in the form of business postcards.  The direct mail channel for marketing is a proven technique that should be one component of your overall marketing strategy. 
 
Business postcards allow potential clients and existing customers to be reached quickly and relatively cheaply (just last week I ordered 3000 custom full color postcards for about $140 from an online printing company).  Many people not familiar with this marketing channel may be surprised to learn that a response rate of just 1 to 3% is not uncommon.  This number may sound low, but it is the industry standard.   Luckily there are a number of tips you can follow to increase your response rate.
 
Postcards are inexpensive to produce, quick to design, cheaper to mail and are more likely to be viewed than mail sent in letter format.  With the last postage rate increase in May it   now costs .28 cents to send a standard 6 by 4.25 inches postcard via first class mail.  Larger postcards fall into the .44 cent range. 
 
Most postcards can also be sent via bulk mailing which can dramatically cut down on postage (some marketers believe mail sent via first class postage gets a higher response rate than mail sent via bulk mail).  To qualify for bulk mailing the addresses must be run through bulk mailing software and there must be over 200 pieces in addition to other special requirements.
 
In addition to some points we have already listed, below are ten tips for any marketing professionals planning on making postcard mailings a part of their marketing strategy:
 
1. Use a Quality List - The success of your mailings, whether it is for commercial or residential prospects are highly dependent on the mailers being sent to the right target audience.  Using the wrong list or a list targeting the wrong decision makers and the whole exercise could be a waste.  Lists can be internal company lists made from company contacts or a commercially available list from one of many companies that provide lists for a fee.         
 
2. Understand the Purpose of the Postcard - Postcards are just one tool in your overall sales and marketing strategy.  Connect the postcard branding with your other marketing as well as link it to your website.  Don't try to make a postcard everything to everybody - your message may get lost.
         
3. A Postcard is like a Highway Billboard - This is one of the most overlooked aspects of postcard mailing.  You only get a few seconds to get noticed.  So make your image and message standout and connect with the reader.  Don't forget that most readers only quickly scan the words on your mailer so get to the point in as few words as possible.
 
4. Timing - Regardless of how you mail your postcards it is generally agreed that the ideal time for them to arrive is on Tuesday or Wednesday as mail volume is usually lighter on those days.  This allows your piece a greater chance of being noticed.
         
5. Choose the Right Imagery - Remember you only have a few seconds to get their attention.  Use imagery that emotionally connects with the reader and ties into your headline.  Don't overcomplicate the image, most of the time simple and eye catching is the way to go. 

6. Have a Great Headline - Your two greatest chances of being noticed is from using a great image and having an effective headline.  Get right to the point and be unique in order to standout from the clutter.  The headline should connect with the imagery and cause the reader to want to know more.
                  
7. Limit the Message - On the mailing side of the postcard keep it short and to the point.  Don't confuse the message by trying to have too many competing stories and don't assume the reader knows what you are thinking.  Remember a postcard should be just one component in your overall marketing strategy.
         
8. Have a Call to Action - You need to include a reason for the recipient to take the next step in contacting your company.  Your call to action could be to drive them to your website for a free download, a special deal or to call your company for something.  During this time you need to be sure to be collecting their contact information, but be sure to balance the reward with the effort in the minds of the potential customer.
         
9. Continue the Mailing Program - Sending one postcard is not a mailing campaign; and if it is your entire marketing campaign you probably won't be happy with the outcome.  Connect with potential customers through additional marketing channels and have a regular mailing campaign.  As the age old saying goes "it takes repeated contacts to get noticed and even more to influence your potential customer" so keep at it.
         
10. Track and Measure your Postcard Success - Use codes in your call to action so you can determine where leads and contacts to your company are coming from.  Analyze your mailings to determine if you are reaching the correct target audience and if your message is being acted upon.
 
These are a few tips to help you market your environmental and indoor air quality businesses.  I hope you give postcard mailings a chance to enter your strategic marketing plans as it is a truly cost effective, and when done correctly, successful tool to use in growing your business.
 
About the author:
Paul Cochrane is the founder and president of Cochrane & Associates, LLC.  The company is a business development, marketing and public relations consulting firm specializing in the IAQ and environmental industries.  Mr. Cochrane is a 13 year veteran of the industry and has been a frequent guest author in numerous industry publications.  
 
For more information about how Cochrane & Associates can help your business thrive in a tough economy please visit:
 
www.cochraneassoc.com,
email [email protected]
or call 602-510-3179
***IAQ Videos***
 
Videos - click the title to view 
 
IAQ Marketing 101 
 
(scroll down the page after clicking)
 
 
 
(the video above is available for Council-certified certificant holders to use on their websites, contact
[email protected] for more information)
 
 
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