By Jennifer Kohlhepp, Managing Editor, ICMA

For more than three decades, marketers have meticulously refined card package designs and strategies to boost direct mail engagement and strengthen customer connections. In a world increasingly dominated by fleeting digital messages, the tactile experience offered by direct mail cards stands out. Karen Brooker, a board member of the International Card Manufacturers Association and vice president of growth strategy at Marketing Card Technologies (MCT), shares her insights on how businesses harness the power of card packages to enhance their marketing efforts.

The Power of Direct Mail Cards

As Brooker highlights, the modern consumer is bombarded with digital advertisements, often perceiving them as mere impressions that fade quickly. In contrast, physical mail—especially card packages—creates anticipation and excitement.

“Consumers of all ages report looking forward to discovering what the mail will bring each day,” Brooker says.

The intrinsic value of cards lies in their ability to evoke a sense of connection, appreciation and pride. The moment a customer opens a card package, their attention is immediately drawn to the card itself, especially if it is personalized.

Brooker explains that a well-designed direct mail card can significantly increase engagement. The physicality of a card invites customers to linger over its design and message, extending the time spent with the mail piece. This engagement is not just about aesthetics; it translates to better response rates and a higher return on investment for marketers.

Key Benefits of Using Cards in Direct Mail

1. Elevated Open Rates: The bulk and rigidity of card packages naturally distinguish them from standard envelopes or flat mailers. Their unique shape often piques curiosity, prompting customers to open the package.
2. Prolonged Engagement: Unlike traditional mail items, card packages encourage customers to spend more time exploring their contents. The presence of a card fosters a sense of value, leading customers to revisit the package even if they are not immediately swayed by the offer.
3. Amplified Messaging: Upon opening, the card becomes the focal point, directing attention to the key message or call to action. The design and copy on the card can compel customers to take action or save it for future reference.

Brooker emphasizes, “The presence of a card in an envelope package will increase the open rate. Additionally, cards encourage consumers to spend more time examining the mail piece.”

She cites examples across various industries, from nonprofits seeking donations to financial services promoting loan offers.

Diverse Applications Across Industries

The versatility of cards allows them to be effectively utilized across numerous sectors:

• Nonprofits: Cards are instrumental in donor acquisition and fostering relationships with existing contributors.
• Financial Services: Companies use cards to enhance open rates for credit card deals and loan services.
• Health and Wellness: Cards entice customers with immediate benefits, such as discounts or special health insurance offers.
• Subscription Retailers: These businesses leverage cards to present offers that feel personal, akin to gift or loyalty cards.
• Retail: Both brick-and-mortar and e-commerce retailers use cards to drive traffic, often mimicking gift cards to entice customers with tangible value.
• Digital Services: Companies in telecommunications and streaming use cards to highlight offers, effectively elevating open rates.

Brooker notes that successful applications of card marketing are evident across various industries, illustrating their universal appeal and effectiveness.

Popular Card Styles for Direct Mail

Several styles of direct mail cards have gained popularity:

1. Keepsake Cards: Often used by nonprofits and brands, these visually captivating cards evoke emotional responses and can include useful information on the back.
2. Membership Cards: These cards foster a sense of belonging and identity, vital for nonprofits and subscription services. Personalization plays a key role in enhancing their impact.
3. Faux Cards: Designed to represent genuine cards, faux cards effectively pique interest without causing confusion. They are commonly used for promotions in credit cards and insurance.
4. Promotional Cards: These cards are straightforward, focusing on special offers and actions, typically featuring large, eye-catching text to draw attention.
5. Call-to-Action (CTA) Cards: Designed to elicit immediate responses, these cards are akin to CTA buttons in digital marketing, featuring clear messaging and minimal distractions.

Manufacturing Considerations

The choice of materials for card production is critical. While plastic cards (like those made from PVC) offer durability and a premium feel, paper options can appeal to environmentally conscious consumers. MCT holds FSC® Chain-of-Custody certification, emphasizing its commitment to sustainable practices.

When designing cards, it is essential to consider their role within the direct mail package. Factors such as weight, thickness and material compatibility with personalization methods can greatly influence the success of a campaign.

Design and Art Preparation

Creating effective card designs involves understanding the printing process. Unique challenges arise with plastic cards due to their non-absorbent nature, requiring specially formulated inks. Brooker recommends using Adobe Creative Cloud tools for design and ensuring high-resolution artwork for optimal results. The standard card dimensions (CR80 card layout) should be adhered to, with critical elements positioned correctly to avoid cropping.

Get the Guide

In a landscape where digital messages dominate, the integration of cards into direct mail strategies offers a tangible and engaging way to connect with consumers. As marketers continually adapt their approaches, resources like MCT’s Essential Guide to Boosting Direct Mail Response Using Membership Cards underscore the effectiveness of card packages in enhancing engagement and driving customer responses.

Whether you’re a newcomer to direct mail or refining your existing campaigns, the strategic use of cards can significantly elevate your marketing efforts, making your direct mail initiatives more impactful and memorable. By embracing this tried-and-true method, marketers can tap into the enduring appeal of physical mail, fostering deeper connections with their audience in an increasingly digital world.