The Math Behind a Postcard Advertising Campaign

David Ramos -

I'm trying postcards again, but here's a few changes I made.

  1. Now that my positioning is focused on CrossFit men, I can target the locations where those men hang out: CrossFit gyms.
  2. Instead of a generic CTA & visuals, I'm reusing my website branding and illustrations to create continuity (i.e., what they see on the postcard will be exactly what they see on the website too = building trust).
  3. I'm measuring the success of the campaign over multiple sends versus a single blast. I just didn't know any better with my previous EDDM test. But now, I'm going to send a similar number of postcards (4,000-6000), except it'll be through repeated sends to the same 1,000 potential gym partners.

Ok, let's jump right in.