5 Direct Mail Plastic Postcard Strategies For Fitness and Health Companies
With over 36,540 gyms in the United States, some fall short to correctly market their company. First impressions in Direct Mail are everything, it’s a hit or a miss. That’s why so many businesses and franchises are choosing to invest their marketing budget in Direct Mail Plastic Postcards. The 2017 DMA Annual Response Rate Report shared, “Direct mail response rates were 1175% higher than social media, 750% higher than paid search, and 750% higher than email.” Since Direct Mail response rates increased by 43%, wouldn’t you like your company to join this rewarding approach to marketing with increasing ROI (return on investment) and groundbreaking results? Still, without following simple rules, your mailing piece could end up tossed in the trash. So, here are 5 Direct Mail Strategies For Fitness and Health Companies:
Target Your Audience
According to Data and Marketing Association, “Targeting customers on a 1:1 level increases response rates up to 50% or more.” This cannot be stressed enough. Creating a targeted mailing list is crucial to the success of your direct mail plastic postcard campaign. Residents do not want to drive over 10 miles to a gym. Making sure that you mail to homeowners nearby your stores will ensure that you have a real winning chance at driving customers to your doors. There are several ways to target your fitness and health audience, such as; income, age, households with seniors, households with married couples, households with children, health ailments, homes nearby your fitness or health center, lifestyle characteristics, specific business profiles, etc.
Personalizing your plastic postcard will support your mailing campaign. “79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand” -Marketo. “Lack of content relevancy generates 83% lower response rates in the average marketing campaign” -Constellation Research. Consumers don’t want to be treated the same, they want to be recognized for their differences, their likes/dislikes, their interests, hobbies, etc. People love attention and feeling special. So, why not gift them the joy of receiving a plastic postcard that reads, “Happy Summer Jessica! You’ve been working hard lately, so enjoy this limited promotional offer!” According to Canon Solutions America, “Adding a person’s name, full color, and more sophisticated database information can increase the response rate by up to 500% vs not doing any of these things.” Not only do you bring more customers in, but you also reward the loyal ones you have. Personalization is key to rewards and loyalty programs.
Attract New Customers
You can attract new customers by offering deals to them specifically. For example, your plastic postcard could read, “First Month Free!” for your gym membership card. You could even include the card pop out with a magnetic strip on it, so your card is active and ready for use.
Spread The Word
“People are 4 times more likely to buy when referred by a friend” -Nielsen. “Offering a reward increases referral likelihood, but the size of the reward does not matter” -American Marketing Association. And, “92% of respondents trusted referrals from people they knew” -Nielsen. This all means that customer referral is important and can really help grow your business in customer quantity. Offering deals or specials to customers who refer X amount of friends is a great way that you and your company both benefit. Your customer gets a good saving while you received 10 more customers. It’s a win, win.
Set Your Plastic Postcard Up To Be Successful
Some companies and businesses fail to reach their marketing purpose. You don’t want your plastic postcard to be too crowded, too much color, too much text, and too many pictures. Your plastic postcard needs to be clean, symmetrical, easy to read, eye-catching, and meaningful by getting straight to the point. You can create this by developing a clear headline, colors that pop, a picture or graphic that supports your image and brand, gravitating text, offers/promotions/deals that attract potential customers with an expiration date to encourage use soon, business name, business logo, and contact information. By following these plastic postcard marketing tips, your business will thrive. Contact ValCards today at (760) 514-8746.