The most important ingredient in a successful direct mail campaign is repetition. If your audience sees your message enough times, they will begin to remember you and associate you with the business you're in. But there's another reason repetition is important: most direct mail pieces end up in the garbage before they're even looked at. So if you send your marketing message enough times, you will eventually get noticed by everybody. ... full article

Are real estate recipe postcards a "delicious dish" for postcard marketing success, or are they a waste of time and money? Only the individual marketer can answer that question with any finality. The answer will come from experimentation and testing with various postcard marketing tactics, comparing one strategy against another, etc. But I'd be happy to give my take on the subject, based on the time I spent working in the postcard marketing industry. ... full article

After working for two postcard printing companies (and dealing with many more), I've learned quite a bit about the challenges real estate marketers face when using direct mail postcards. I've also learned the best practices of real estate postcard marketing, the kinds of techniques that can increase your response rates. The problem is, many of these challenges and best practices do not get communicated to the individual real estate agent using the postcards. It's not that the postcard marketing companies are being deceitful. It's just not in their best interest to share certain facts of postcard marketing with their real estate customers. ... full article