By Nathan Rudyk
Betty Beard's article in today's Arizona Republic business section makes a solid case for why postcard marketing with digital campaign management is a great green alternative to the old fashioned approach to direct mail. AmazingMail's CEO Chris Lynde, one of market2world's newest clients, is also quoted extensively. Before we get to Chris, consider the following points summarized from Betty's story:
- "Spray-and-pray" direct-mail has seen its influence as a high-volume mass-oriented response driver all but vanish with dramatically rising postal costs and consumer fatigue.
- Consumers are demanding green alternatives from the companies they do business with, and increasingly resent random "junk mail" from organizations they have never done/don't intend to do business with.
- The recession's provoked companies and nonprofit businesses alike (nonprofits should check out AmazingCauses!) to cut marketing costs and get smarter about targeting.
- While digital (email/Web) channels are great marketing vehicles, "high touch", targeted postcard marketing to relevent customers and prospects is an essential tool to efficiently lead them to the digital channels of their choice.
- With the growth of do-not-call registries and email spam filters, targeted postcard marketing that doesn't resort to "cheque in the letter" or heavily plasticized scratch and save tricks, is a straight-forward, environmentally friendly way to reach people.
Chris Lynde sums it up well in the Arizona Republic:
Electronic communication is likely to change the industry for good, said Chris Lynde, president and chief executive officer of AmazingMail.com Inc. He said that when the economy recovers, the volume of paper direct mail may not return to its former level because more services will switch to digital.
AmazingMail has a system that Lynde believes gives marketers what they need today.
It starts direct-mail campaigns by sending prospective customers a large, glossy postcard printed in a Phoenix plant. The postcard gives consumers a variety of ways to respond, including e-mailing, text-messaging or by phone.
Lynde believes that making initial contact with a postcard is still the most effective because so many people are on do-not-call registries or block unwanted e-mails with filters.
"What we recommend to our clients is they always lead with a postcard and give their customers the opportunity to voice how they would like to be communicated with," Lynde said.