Using Cards to Transform Ordinary Direct Mail into Remarkable Moments

Marketers use plastic and paper cards in a variety of creative ways to transform ordinary mail into physically interactive and memorable experiences – experiences that drive real action and leave an impression in ways that ink on paper alone does not.

Why Do Cards Work?

Direct mail packages containing cards stand apart from other mail as bulkier and more interesting. The consumer can senses the increased weight, rigidity, and elevated quality of the direct mail piece. As your membership card waits hidden within a folded letter inside an outer envelope, it is already beginning to spark the consumer’s interest and create the perception that the package contains something unique and special.

Because of the important ways consumers use cards in their day-to-day lives for payments, gifting, identification, and access, cards are universally perceived as durable, high-value, even prestigious. Colorful artwork, finishes, and personalization are all desirable card treatments that increase the probability of interaction, retention, and recall. Positive associations with cards lead to improved customer perception and stronger loyalty. Cards communicate a sense of exclusivity and VIP status that strengthens customer relationships.

When designing cards, keep in mind that you can add features and treatments to your card design to engage the consumer’s additional senses. Adding embossing to your card, for example, stimulates the sense of touch. Studies have shown that the more senses engaged, the longer people will remember the information they absorb.

How to Use Cards in Direct Mail

Paper and plastic cards support the goals of businesses and organizations of all types.

Retail Marketing

Gift cards, preferred customer cards, and cards that promote discounts or mystery offers are examples of ways retailers use cards in direct mail to promote their brand and encourage customers to make purchases.

Building Loyalty

You’ve no doubt heard the familiar American Express slogan, “Membership has its privileges.” A card that identifies a customer as VIP, elite, or another special status (think “Platinum,” “Gold,” etc.) creates a perception of exclusivity, building loyalty and increasing the likelihood of downstream engagement.

The possibilities connected to customer loyalty programs are endless. They are all reinforced by the physical delivery of a loyalty card.

Promoting Membership

Membership cards can be used to reward and drive behavior of existing customers. Museums, gyms, and associations send membership cards as part of their new member welcome kits. Tangible cards enhance a member’s sense of belonging.

Because cards create a sense of immediate gratification, they can also be enclosed in direct mail packages to drive new member sign-ups. Some marketers mail out temporary membership cards to prospects and follow up with a “permanent” card after sign-up.

Bonus Engagement Strategies

You can expect inclusion of an “ordinary” paper or plastic card to improve direct mail campaign performance; however, to boost results even further, consider some of these techniques:

• Personalize the cards with individual names, tier status, “member since” dates, or barcodes to strengthen emotional connections and enable tracking.

• Use glossy finishes, keychain punches, embossing or textures to engage the senses of card recipients.

• Add interactive elements such as QR codes, augmented reality, personal URLs, or scratch-off areas to boost intrigue and curiosity.

• Add useful content like calendars or tipping calculators that encourage card recipients to add the item to their wallets and purses.

• Extend the deadlines of offers. Cards have a long lifespan, and people may keep them for months or even years.

Don't Underestimate the Power of Cards 

Paper or plastic cards in your direct mail campaign will get extra attention, promote interaction, and keep your message alive in recipients' homes, wallets, and memories. Adding cards to your direct mail is likely to result in higher open and response rates plus long term benefits.

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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