Print-Plus: Are Postcard Mailings Effective?

Sure, many multichannel retailers today are testing postcard mailings in an effort to drive web traffic in place of mailing catalogs. But, while mailing postcards is less expensive than catalogs, do they really work? And are they cost effective?

There's more to consider than simply the cost difference between the two format options. While postcards are less expensive to produce, sales per thousand pieces mailed is considerably less. And the cost per square inch of selling space is considerably more. In terms of contribution to profit and overhead, mailing catalogs is the clear winner.