For over three decades, marketers have refined card package designs and strategies to enhance direct mail engagement and foster lasting customer connections. In this evolving landscape, the expertise of professionals like Karen Brooker, vice president of growth strategy at Marketing Card Technologies (MCT) and board member of the International Card Manufacturers Association (ICMA), provides valuable insights for both newcomers and seasoned marketers.

The Appeal of Physical Mail

In an age dominated by digital communication, Brooker highlights the distinct pleasure consumers find in receiving physical mail.

“As consumers, we are bombarded with digital messages all day, every day,” she notes. “In contrast, consumers of all ages look forward to discovering what the mail will bring each day.”

Cards add weight and significance to mailings, creating an anticipation that digital messages simply cannot match.

When a recipient opens a card package, their attention is immediately drawn to the card itself. Personalization can deepen this connection, evoking feelings of appreciation and pride. The tactile experience of handling the card—appreciating its colors, textures and finishes—creates a more engaging experience that can lead to better response rates and ROI for marketers.

Cards Deliver Results

The effectiveness of cards in direct mail campaigns is backed by research. Brooker emphasizes two key impacts:

1. Increased Open Rates: Cards help distinguish packages in the mailbox, ensuring they stand out among other items. Their bulk and rigidity attract attention, making recipients more likely to open them.
2. Prolonged Engagement: Card packages encourage deeper exploration. Even if the initial offer doesn’t catch a recipient’s interest, the card itself can motivate them to revisit the mailing later, whether for valuable offers or as a keepsake.

Brooker explains, “Regardless of package style or industry, the presence of a card increases the likelihood of getting eyes on your message and extends the time consumers spend examining the piece.”

Transcending Industries

The versatility of cards allows them to be effectively integrated into various direct mail strategies across numerous industries:

• Nonprofits: Cards are invaluable for donor acquisition and nurturing relationships with contributors.
• Financial Services: They enhance open rates and emphasize offers, such as credit card promotions and loan services.
• Health and Wellness: Cards attract customers by highlighting immediate benefits, like pharmacy discounts.
• Subscription Services: They can mimic loyalty or gift cards, highlighting exclusive offers.

Brooker notes the growing use of cards in digital services, too, stating, “It’s fascinating to see how cards can effectively promote mobile plans and internet services.”

Popular Styles of Direct Mail Cards

Understanding the diverse types of cards can help marketers choose the right approach for their campaigns:

• Keepsake Cards: Designed to evoke nostalgia or pride, these cards often feature high-quality imagery and useful information on the back.
• Membership Cards: These foster connections by appealing to a sense of community and identity. Personalization is crucial to enhance their impact.
• Faux Cards: Used to pique interest, faux cards resemble actual products but are designed to create intrigue without confusion.
• Promotional Cards: These straightforward designs focus on enticing offers, often using large typefaces to capture attention immediately.
• Call-to-Action Cards: With clean designs, these cards direct recipients’ attention to a specific action much like a button in email marketing.

Manufacturing Considerations

Choosing the right materials is essential for card effectiveness. Brooker emphasizes the importance of balancing cost with quality, especially given the pressure of rising postage rates. Card manufacturers should ensure that the materials used align with personalization techniques to maintain design integrity.

Additionally, careful design preparation is critical. Artwork must be optimized for printing on plastic or paper, adhering to specific guidelines regarding image resolution and dimensions. Unique treatments and embellishments can elevate card designs, but understanding the nuances of production is vital.

Get the Essential Guide

The integration of cards into direct mail strategies offers a tangible way to engage consumers in a digital age. As marketers continue to adapt their approaches, insights from industry resources like MCT’s Essential Guide to Boosting Direct Mail Response Using Membership Cards highlight the effectiveness of cards in enhancing engagement and driving customer responses. Whether you’re just starting or refining your existing campaigns, the strategic use of cards can provide a significant advantage, making your direct mail efforts more impactful and memorable.

More Insights on Card Trends

For more than 30 years, ICMA has represented the interests of the card manufacturing industry—which includes manufacturers, personalizers, issuers and suppliers—as its leading global association.

Throughout the year, ICMA members have the opportunity to share insights and knowledge by giving presentations during ICMA webcasts and events. The association’s main event is its annual Card Manufacturing & Personalization EXPO. The 2025 EXPO will take place from May 12-15 in Orlando, Florida.

ICMA offers regular educational opportunities, including ACE-Manufacturing, ACE-Personalization and ACE-Advanced Technologies training and exams at the ICMA EXPO. ICMA also offers ACE-Commercial training, which provides sales, marketing, customer service and other key personnel at ICMA member companies with the opportunity to learn the fundamentals of card manufacturing.

Learn more about the benefits of ICMA membership.