Getting Started with Postcards or Letters

I'd like to supplement sales peoples efforts with lead generating direct mail. Are postcards (vs letters) okay for getting response? -- Thomas Jones

Many like postcards because they seem to have a lower cost to produce and send. Others swear by letters as the only way to draw in B2B leads. Here's my take ...

You'll never really know what works for YOU until you test. Test three series, created from 6 creatives. The first series would include 3 postcards, the second 3 letters, with the third a combination of the best responding postcards and letters.

Split your list into various segments, mail two segments in parallel using the postcard only campaign against the letter only. Measure your response. The final mixed postcard and letter mailing will tell you which format is more consistent per each step.

This assumes you have a sample size large enough to provide accurate results, good copy, and are using tracking codes to measure. Most won't invest the time into knowing for sure because this kind of campaign could take 12 months.

The key is to mail in parallel the same number of creatives to each list segment, dropped at the same time from the same location. You can speed up your results by testing house lists of unconverted leads, as well as using creatives as space advertisements in targeted publications.

What I'm asking you to do here is called a basic test matrix. The results will show you what works best for you, postcards or letters. You are likely to find is that both work well to certain degrees, and that's good too. In the best case you'll discover 5 to 6 creatives you can use year around in series.

© 2008 Hitt Publishing Direct, All rights reserved.

Justin Hitt is an industrial copywriter who helps selling professionals create and keep profitable customers. For more information visit http://HittPublishingDirect.com/