Envelopes Vs Postcards
Mailing campaigns can get pretty pricey. As your business grows into new markets, you have to consider what the best way to engage with both new and old customers may be, and you don’t want all the money you spend on mailer campaigns to be wasted. So, which is better, envelopes or postcards The reality is that it depends on what you are looking to accomplish with your mailer campaign. When looking at envelopes vs postcards you quickly discover that both have their pros and cons, depending on how you use them and what you use them for.
Postcard Format Pros
For starters, as the world grows more visual, the value of the business postcard grows as well. Between 2017 and 2021, the postcard format represented 48% of all mail. Businesses are definitely picking up on the advantage of the postcard format. But what is that advantage? Well, it’s the visual format. Remember, when addressing postcards, the message, and the recipient’s information go on the back. The front of the postcard, the part the recipient, your potential client, is going to see is going to be filled with visual information.
This is a great way to announce new products, show off properties for sale, or use to advertise locations for a travel agency. If the product you are trying to sell is visually appealing then the postcard format is going to provide you the best bang for your buck. Also, unlike a business envelope, your company’s brand, product, and logo are seen instantly, so even if the product is thrown into the garbage, the message of the postcard was more likely to be seen than if all the important details were stuffed in an envelope.
Postcard Format Cons
There are some reasons you wouldn’t want to go with a business postcard, though. The postcard format can be great if people are familiar with your brand and already have a solid idea of what it is you do. However, if your brand is newer to an area and requires more explanation, postcards are going to be limited in their space. Unlike an envelope, which can be filled with as much information as the business needs, a postcard is a single piece of paper, and though it can be of various sizes, it is limited to that single card. Business postcards are also seen as less personal. This causes recipients to lose interest in the card, feeling as though the card is not intended for them.
Envelope Format Pros
There is a reason that formal email format looks a lot like a letter you would receive in a business envelope. This is the best email format because it is the one people are most used to. Envelopes can contain a lot more information, allowing you more time to connect with your potential clients and provide them with all the information they need. Business envelopes are incredibly useful when introducing your business to a new market and providing customers in-depth information on things like terms of services. Where the postcard format feels impersonal, the envelope tends to feel more personal, like it is specifically addressed to a client, and the fact that the contents of the envelope are not readily available can build a sense of suspense and excitement within the customer, making them less likely to toss the envelope away unopened and unread.
Envelope Format Cons
The most obvious disadvantage to business envelopes is that they can get quite expensive. Unlike the single card of the postcard format, envelopes usually involve multiple pages of information, thus providing more to print and ship. Furthermore, though the envelope may feel more personal, it is also more muted and uninteresting, unlikely to grab the attention of the recipient or even a passerby immediately. It requires more attention of the recipient to be effective as well, which can be frustrating for a client if they are caught at a bad time.
There isn’t really a single correct answer. It all depends on what your particular campaign is. Weigh the pros and the cons of envelopes vs postcards and decide for yourself which is better for your business.
Leave a Reply