Can you use postcard marketing in network marketing?
One of the businesses that I was in, back in 1985, was the newspaper delivery business. I would drive around my route for 3 to 6 hours, depending on the day and throw newspapers in peoples’ driveways. It was done during the night and it wasn’t much fun, especially in the winter. I did that for a little over a year. I was happy to get out of it! I can remember being part of a sales contest and I won a bunch of points. At the annual paperboy dinner, they had an auction. One of the things that I won was a Commodore 64 computer. It had a word processor and not much else on it. One of the things that I decided to do with it was to get online. Yeah, in 1985.
I bought a phone modem. It had two rubber cups and you had to dial a number and push the phone into the cups. There wasn’t much on the internet at that time. I did find a domain name registrar. I can’t remember the name of it, but I do remember that it cost $75 per year to buy a domain name. I thought about buying some domain names, but it seemed like a lot of money, at the time. My bad!
The internet has come a long way since then.
It seems that network marketing has ridden the wave of the internet. You have access to nearly half the world’s population and it keeps growing, every year. Many network marketers grow their businesses strictly online. You can hardly blame them. If you know what you’re doing, you certainly can meet and talk to a lot more people, online.
As the technology has progressed, some of the old school ways have fallen out of favor. One of those ways is postcard marketing. That’s unfortunate, because it still works. Most distributors are online and using online marketing methods, including email. There’s nothing wrong with using email to build your business. It’s free to use and you can send out a lot of emails every day.
In the early days of the internet, people would love to get emails. “You’ve got mail” was a fun and exciting phrase to hear. People couldn’t wait to open their mail. I don’t know about you, but I can get 50 to 100 or more emails every day. I’d say that about 90% of what’s in my mailbox doesn’t get opened. I have my cursor sitting on top of the delete button as I go through it.
Conversely, I go to my mailbox, on the corner, I get might get 5 or 6 ads and most of those are in newspaper form. Yes, I sort my mail while standing over the trashcan, but isn’t nearly the volume to go through.
This is where postcard marketing comes into play.
For a total of less than 50 cents, you can send someone a postcard that has your marketing message on it. You’ll get your postcard in their mailbox and you only have to compete with 5 or 6 other ads, most of which are in newspaper form. Those are pretty good odds. The person you sent it to doesn’t even have to open it. Your message is right there!
All of this sounds kind of compelling, doesn’t it?
It’s fairly simple. You need to print up some postcards, buy a list of targeted prospects, put the labels on the front of the postcard, along with a stamp and you’re good to go. All of that can cost you between 42 cents and 50 cents.
What’s the down side of post card marketing?
The response rate for postcard marketing?
The response rate for the average postcard marketing campaign is about 4.25%. That means that, if you mail out 400 postcards, you would have 17 people call you or visit your website. That doesn’t mean that all of them or that any of them will buy your products or join your business. It’s just 17 prospects.
How much did it cost to get those 17 prospects?
For easy math, we’ll say that it cost you 50 cents to mail out each postcard. That would mean those 17 leads cost you $200. Is it worth it? Well, maybe. If you can convert some of those into customers or distributors, then it could be well worth it. How many of them would you need to convert in order to break even on the mailing? You’ll have to figure that for you and your business.
If you were to send out 10,000 postcards it would cost you nearly $5,000. The average distributor isn’t going to be able to do that.
You could try to sell your prospects a product or course as they contact you for information. If it is affordable to in high demand, those sales could help offset some of the costs of the mailing.
I know that postcard marketing works, but to me, it’s too expensive for the average network marketer to use. If you are very good at converting those leads, you might be able to afford it. If you can close half of everyone that contacts you, that might be enough to make it worthwhile to try postcard marketing.
If you decide to use postcard marketing, you can use some of your profits from your business to test it out.
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