You will eventually lose subscribers, no matter how great your email content is. Even if they are still connected to your brand, the average person gets between 100–150 emails daily. That can be overwhelming. If people unsubscribe, how do you win them back? One proven strategy is to use oversized postcards.
Let's look at the example of one fictional wellness center, Serenity Springs, that successfully used this strategy. (Example based on real numbers.)
Serenity Springs targeted dormant customers, defined as those who had not been active in at least six months. To this group, it sent 6" x 9" postcards featuring a serene and relaxing image of a waiting room. Comfortable seating lined the soft green walls, and toward the back of the room was a water feature with sparkling water cascading over smooth stones. The headline read: "Reclaim Your Wellness Journey!" The messaging included a clear offer ("Book Your Appointment Today!") and a time-sensitive call to action ("50% Off — First 25 Customers Only!" Thanks to this postcard, Serenity Springs achieved a 500% increase in ROI and an increase of 140% in customer revenue.
It's for Small Companies, Too!
Do you need to be a large company to get these results? No, you don't. Even small and mid-sized companies can achieve similar results by working with us using simple data management solutions. (Just ask us how!)
The effectiveness of oversized postcards should be no surprise. Due to their size alone, they are the first pieces of mail you see in your mailbox or desk at work. Their larger format provides plenty of room for colorful and eye-catching images, and their extra design space provides room for high-impact messaging.
Here are some design tips for making the most of oversized mailers:
· Keep it simple — don't clutter up the design.
· Highlight the offer and make it easy to see.
· Don't forget the call to action.
Want to learn more about using large-format postcards to win back lapsed customers? Let's talk about a strategy that will work for you!
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