A Sure-Fire Way to Boost Direct Mail Response

Outstanding response rates have always been a strength for direct mail. For marketing executives and company leaders seeking an edge over the competition, including a membership card in your mail piece can transform an ordinary package into a surprise that recipients will want to unwrap.

The type of card to enclose will vary according to the application. It may be a membership card, discount card, or even a novelty item, like a luggage tag. These items transform everyday direct mail into an interesting opportunity to promote your brand.

The simple act of adding a card can dramatically increase intrigue, engagement, and conversion rates.

The Power of Heft, Dimension, and Stiffness

Direct mail always puts a marketer’s message right where customers will see it—in their postal mailbox. But a mailer containing a plastic card immediately stands out. The added bulk, weight, and rigidity signal importance and value. Recipients will take notice and, importantly, open the envelope. This is not just theory. Marketers have exploited card-based direct mail strategies for over thirty years because they work. Customers are more likely to open and engage with card packages simply because the envelope feels unusual.

Boosting Open and Conversion Rates 

Besides increasing open rates, the novelty of an enclosed card extends the time recipients spend interacting with your message. The card becomes the focal point of the package, the first thing the customer sees when they extract the contents from the envelope. The customer’s eyes are repeatedly drawn back to the card while examining the rest of the package. The card’s presence increases the likelihood that customers will save and revisit the piece, giving your message more opportunities to convert. Customers are more likely to keep a card than a standard marketing letter.

Perceived Value, Exclusivity, and Emotional Impact

A membership card taps into psychological triggers of value and exclusivity. You may include a card that welcomes the recipient into a community, a keepsake card with an emotional tone, or a faux card that hints at a premium offer. Regardless of the category, your card will elevate the perceived importance of your communication.

Durability and Lasting Impressions

Unlike paper coupons or inserts, durable plastic and paper cards resist wear and tear. Customers often move them to wallets, purses, or cars. By including a card in the mailing, your brand remains top-of-mind long after customers receive and open the mail. This durability ensures your message continues to work for you, reinforcing your brand with every sighting.

Versatility Across Industries and Campaign Types

Direct mail card packages can be added to the marketing campaign of almost any organization and for a huge variety of applications. Nonprofits, financial services companies, retailers, subscription businesses, and many others all use direct mail with cards to gain new customers, drive store or online traffic, promote offers or loyalty programs, or reinforce brand identity.

Marketers can personalize their cards and incorporate eye-catching designs presented on high-quality plastic or eco-friendly paper alternatives. Special finishes, embossing, and unique shapes further enhance the card’s appeal and tactile attraction.

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Ready to Elevate your Next Campaign?

If you’re ready to see how plastic cards can boost your direct mail results, download MCT’s comprehensive eBook, The Essential Guide to Boosting Direct Mail Response Using Membership Cards. This resource is packed with insights, examples, and practical tips from industry experts. The book is a perfect resource for executives looking to make informed, high-impact marketing decisions. Request your copy of the book here.

Transform your next direct mail campaign from conventional to extraordinary. Harness the power of membership cards and watch your results soar.

Talk to an MCT Specialist Today