When was the last time you received a beautiful postcard from somewhere amazing? It used to be something friends and family did all the time. Someone traveled and sent a postcard to everyone who remained at home. (Sort of mean if you think about it. An obvious ploy playing to the fear of missing out. “I’m here. You’re not.” Although we do the same thing on Facebook these days, don’t we?)
But postcards seem to have died a slow death. Mainly because most of us can travel and return before the postcard reaches our friends and family at home. And mainly because with the internet, we’re able to “bring” our friends and family along in real time.
But guess where postcards can still be a valuable communication tool (and a powerful part of instilling FOMO)?
In our digital world saturated with emails and social media notifications, the humble postcard has emerged as a surprisingly effective tool for chamber professionals.
While we've embraced the convenience of online communication, there's a growing appreciation for the tangible and personal touch that physical mail delivers. That’s why postcards can be a valuable addition to your engagement strategy in using them to strengthen member relationships.
Why Postcards? Why Now?
There are many reasons to occasionally use postcards including wanting to:
Stand Out in a Cluttered World
Our physical mailboxes are often filled with junk mail, making a well-designed, personalized postcard a refreshing change. It's a tangible piece of communication that gets noticed. Additionally, people are actually excited to get something other than bills and advertisements.
Since the chamber’s business is business and representing the area, a beautiful postcard of your community may also be something people save.
Reach a Broader Audience
Not all chamber members are equally active online. Even if they are online often, your email is competing against millions of other virtual communications on social media, in their email inbox, as notifications, etc.
However, with physical mail, you’re likely only competing with junk pieces (and only a few at that) or perhaps some bills (for those that don’t do online billing).
Unlike an email that goes to your person on the chamber account/membership, a postcard can be circulated among several people (some you may not even know), not just the primary contact.
Know Tangible Is Memorable
A postcard is something members can hold, display, and revisit. It leaves a lasting impression compared to an email that can easily be deleted, forgotten, or buried.
And there’s science to prove it.
Physical items trigger different parts of the brain than digital messages, increasing retention. Research reinforces the effectiveness of direct mail, like postcards, in engaging audiences. A study by Canada Post, titled “A Bias for Action,” utilizing neuroscience (EEG and eye tracking), found that direct mail requires 21% less cognitive effort to process than digital media, leading to quicker processing and a 20% higher motivation response. Crucially, it also resulted in higher brand recall. This means your postcard is more likely to be remembered and acted upon.
Furthermore, a case study by Kantar Millward Brown highlighted that “tangible materials left a deeper footprint'” on the brain, fostering stronger emotional connections and enhancing memory and brand associations—exactly what you want in chamber communications.
This “real” feeling of physical mail allows for better personal connection with the information driving engagement and leaving a lasting impression.
Cut Through the Noise
If your recipients’ email inboxes are like the average person’s, they’re overflowing. That means important messages can easily get lost. Postcards bypass the digital clutter, delivering your message directly. Unless they are tossed, they will remain a physical reminder of your message.
Add a Personalized Touch
Handwritten notes on a postcard, even a quick "thinking of you," goes a long way to helping members or potential members feel valued and appreciated.
Be Cost-Effective
While postcards are more expensive than email, when done internally, they are relatively inexpensive to produce and mail, compared to letters and brochures. They are a budget-friendly option for member outreach.
Creative Ways to Use Postcards for Chamber Engagement
So, what can you use postcards for? What types of messages should you entrust them with?
Here are a few ideas:
- Event Invitations and Reminders: include key details, a compelling image, and a clear call to action. Send a reminder postcard a few days before the event.
- Member Check-Ins: conduct quick check-ins with existing members, expressing your appreciation for their membership. Ask how their business is doing and if there's anything the chamber can assist with.
- Special Anniversaries and Honors: send a happy anniversary of membership (or business opening, especially if you hosted a ribbon cutting for them) postcard and/or recognize a business when they win an award.
- We Miss You Message: create a postcard featuring a picture of a recent event with the caption of “We miss you.” Invite them to your next event. Feeling like someone noticed they weren’t there can be a powerful motivator to attend the next one
- Surveys and Feedback: send out a postcard with a QR code to an online survey.
- Seasonal Greetings: send holiday greetings to members, reinforcing your connection and showing appreciation. Postcards are also a great way to remind people to shop local. Plus, a postcard is less expensive than a holiday card.
- Member Spotlights: feature a member business, highlighting their achievements or services.
- Announcements and Updates: share important chamber news.
- Thank You Notes: express gratitude to members for their participation in events, sponsorships, or volunteer efforts.
- Welcome to the Neighborhood: reach out to new businesses with a warm welcome postcard, introducing them to the chamber and its benefits. Include information about local resources and upcoming events.
Tips for Effective Postcard Design and Delivery
Now that you know why postcards can be a valuable part of your chamber engagement strategy, let’s talk about the components of an effective design and campaign.
- Use high-quality images, vibrant colors, and a clear, concise message.
- Include QR codes or shortened links on your postcards to direct members to relevant online resources, event registration pages, or member directories.
- Ensure your mailing list is up-to-date and accurate to avoid wasted postage
- Tell members exactly what you want them to do (yes, even postcards need a call to action when using them for business).
- Address each postcard to the member by name and include personalized details whenever possible.
- Use unique QR codes or tracking links to measure the effectiveness of your postcard campaigns.
If you have been contemplating unique ways to engage your members, it’s time to go retro. Try incorporating postcards into your member engagement strategy. You’ll stand out and give them something other than bills and junk to look at.
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