Postcard Marketing
An inexpensive and effective way to get your message out in the mail is with postcards.
Postcards have several advantages over full direct mail packages. That expensive letter, brochure and return envelope package may get dropped into the trash without a second look by some recipients. However, they can’t help but read your postcard message because it is right in front of them. And, postcards cost less to print and mail than other direct mail pieces.
Here are some tips to make your postcard mailing successful.
Use color. Four-color postcards can be printed inexpensively, or you can save even more by printing in black on brightly colored cardstock. Printing four-up on a standard 8-1/2” by 11” piece of cardstock will give you four 5-1/2” by 4-1/4” postcards for just pennies each. Keep in mind that the largest size card to qualify for the post card postage rate is 6” long by 4-1/4” high. Any larger and you will pay the full first class letter rate.
Put your headline in large bold type on the message side of the postcard. Entice readers who are glancing at the card as they review their mail, and get them to read the rest of your message. Use a subhead in slightly smaller type to elaborate on the headline and further engage the reader.
Use the body copy to get readers to the next step. You may want them to place an order, go to your Web site for more information, call to schedule an appointment, request a catalog, visit your retail store or take other action. Give them reasons to do so. Include your preferred method of contact (e.g., store address or Web site URL) and at least one other method (e.g., phone number) for customers who can not or will not make contact using your preferred method.
Make it a series. Send postcards to your mailing list on a regular basis. Give them all a similar look. One consultant always sends postcards printed in black on bright cardstock. The text varies, but all use the same layout. Customers instantly recognize that the postcard is from her. National Media Services sends the “World’s Smallest Newsletter,” featuring 12- 15 quotes and bits of trivia on one side of a postcard. It is a quick, fun read, and also features a special offer available to customers.
Watch the technical details. Including your address on the message side of the postcard, or making your return address too large, may cause the postal service to deliver the postcards to you instead of the addressee. If you need to include your address, consider printing the message sideways on the card.
To save even more money on your postcard campaigns, consider using a mailing house to send them. To take advantage of all possible savings, ask about postal requirements before printing and preparing the cards.
Keeping in touch with prospects and customers should be done often, and in many ways. Postcards should be one of the methods you use.
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