One of the basics of direct response is that a postcard never works. Why? There is no reply device. But, you say, they’re going to just go online to transact anyway. Yeah, but there’s something about that reply device - and envelope - that psychologically makes them more likely to reply. This isn’t my opinion - postcards lose in testing all the time.
However in this case, a postcard won the test! It tied in response rate, but cost a lot less. I’ve tried it elsewhere since, but alas, this organization is (so far) the only lucky one! (More on testing and metrics here.)
I adapted this postcard from one that was previously designed for this association.
