The direct mail and marketing companies, Lob and Comperemedia just sent out some highlights from their 2022 State of Direct Mail: Consumer Insights report. I think it's fair to say that where they list "direct mail" we can substitute the word, "postcard."
Here are their findings:
- 72% of respondents read direct mail immediately after or on the same day they bring it inside their residence
- Of the 62% of consumers that have taken action on a direct mail piece, 64% were inspired to take action because of an offer or promotion
- 45% of consumers say receiving direct mail from a brand feels more important than receiving an email from a brand
Though these companies of course want to sell you their direct mailing services, as church communicators we can learn a lot from them.
Based on these statistics, one of the most successful communications churches can create for outreach is a postcard
As I have reminded church communicators for many years, when a person gets a postcard out of the mail, for the brief seconds that they check it out, you have their complete attention. They cannot help but read the message you have on it.
It is one-on-one communication. [Read more...]