Why Direct Mail Postcards Are a Must-Have for Veterinary Practices
In today’s increasingly digital world, it’s easy to focus exclusively on email, text, and social media to communicate with clients. However, there’s one marketing tool that consistently outperforms in engagement and recall: direct mail postcards. Let’s explore why this tried-and-true method deserves a spot in your hospital’s marketing toolkit and how it can provide unique benefits for both clients and your practice.
The Power of Tangible Communication
Not all clients are equally reachable through digital channels. Many pet owners, especially those who are less tech-savvy, prefer the tangible connection that direct mail provides. A postcard is something they can hold in their hands, stick on their fridge, and see every day—a physical reminder that their pet’s care is due for attention. Unlike emails or texts that can be easily overlooked or forgotten, postcards serve as a constant, visible prompt that keeps veterinary care top of mind.
In addition, tangible communication fosters trust and credibility. Clients often perceive physical mail as more personal and thoughtful compared to digital messages. This subtle but impactful distinction can strengthen your relationship with pet owners and enhance their loyalty to your practice.
Why Postcards Work
Higher Engagement Rates
Direct mail garners more attention than digital communication. Studies show that people are more likely to read and act on physical mail than emails or texts, which can get lost in crowded inboxes. In fact, direct mail boasts an average engagement rate of 95%, making it one of the most reliable ways to connect with clients (Source: Marketreach). Additionally, 71% of people read direct mail the day it is delivered, ensuring your message is seen almost immediately (Source: Lob). Its physical nature and immediate tangibility make postcards impossible to overlook, often prompting quick engagement, such as scheduling an appointment or contacting the practice for more information. Its physical nature and immediate tangibility make postcards impossible to overlook, often prompting quick engagement, such as scheduling an appointment or contacting the practice for more information.
Lasting Visibility
A postcard on the refrigerator or a bulletin board becomes a daily visual cue. This constant presence increases the likelihood of pet owners scheduling appointments or taking action over time. Unlike fleeting notifications on a smartphone, which disappear once dismissed, a physical postcard occupies a visible space in the home. Its longevity ensures that the reminder is seen repeatedly, reinforcing the importance of the message and motivating action at a convenient time.
Personalized Connection
Postcards can be customized with your practice’s branding, a friendly tone, and even pet-specific reminders that make clients feel valued. When clients see their pet’s name on a postcard, it reinforces that you truly care about their pet’s health and well-being. This level of personalization helps strengthen the client-practice relationship, building trust and loyalty over time. Approximately 70% of people are driven to an online behavior or action as a result of receiving direct mail (Source: Marketreach), proving how effective personalized communication can be in motivating clients to act. Furthermore, the connection between physical mail and digital actions highlights how postcards can seamlessly drive clients to engage with online resources, such as booking systems or educational materials.
Broad Appeal
Postcards appeal to a wide range of demographics. Whether your clients are busy professionals, families, or retirees, direct mail offers a straightforward and universally appreciated form of communication. Its simplicity makes it accessible and effective for clients with varying preferences or levels of digital engagement. Postcards bridge the gap between generations, ensuring no segment of your client base feels overlooked or excluded from your communication strategy.
Integrating Postcards with Digital Tools
Postcards aren’t meant to replace digital communication—they complement it. By combining the reliability of direct mail with the convenience of email and text, you can create a well-rounded communication strategy. For example, follow up a postcard reminder with an email to provide additional details or a clickable appointment link. This multi-channel approach ensures you cover all client preferences, maximizing the likelihood of engagement.
Integrated campaigns also deliver better results. Companies can increase attention by about 39% by combining digital and direct mail efforts, compared to relying on a single-media campaign (Source: SG360). By combining physical and online communication channels, your practice can maximize client engagement and achieve better results across all demographics. Working together, traditional and digital communication can help your message reach more people and maximize client engagement.
Additionally, postcards can serve as a gateway to your digital resources. Including QR codes or URLs that lead to your website, booking portal, or educational content makes it easy for clients to transition from offline to online interactions seamlessly.
Ready to Get Started?
The launch of Vello Postcards in February 2025 will make it easier than ever for your hospital to leverage this proven marketing tool. Start planning your campaigns now and consider how postcards can improve how you connect with clients. By tapping into the power of direct mail, you’ll ensure that no client—or their pet—slips through the cracks. With the right strategy, postcards can become a cornerstone of your marketing efforts, combining traditional and modern communication methods.
Want to learn more? Check out Vello, and be the first to know when Vello Postcards go live.
Sources
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Marketreach: Direct Mail Effectiveness Report
