One of the simplest forms of marketing is the direct mail postcard. This economical marketing piece doesn’t require fancy folding or an envelope, and the post office offers reduced postage to mail them. Think about it – the content is quick and to the point, and people stick them on their fridge or hang them in their cubicles, so they have a tendency to hang around for a while.
Postcards have a ton of uses! For example, they are used as invitations, announcements, thank you cards, coupons, and they even can drive traffic to websites.
Keep in mind that you will need to follow a few key steps to make your postcard a success. Pay attention to your mailing list, whether you’re using a house list of current clients or purchasing a list based on criteria such as zip code radius or type of business; if you do not send your postcard to people that need or have a use for your message, you will not be successful. Create a strong call to action, and be sure to repeat it at least 3 times throughout the postcard. Use color printing to ensure your postcard stands out amongst the other mail pieces. Trying to save on cost? Be sure to consider whether you can reduce postage cost by using standard bulk mail rather than first-class mail. Make an offer that people can’t refuse. Did you know that offering a dollar amount discount rather than a percentage will increase the response to your offer? However, if your offer is more than 50% off, you should use the percentage rather than the dollar amount.
One of the most valuable things you can do to increase the response rate is to personalize your postcards. A study conducted by the Direct Marketing Association (DMA) showed that you can increase your response rates by 30–50% by making the postcard personalized to the recipient. The use of variable data and digital printing allows for customized messages and images based upon the needs and preferences of your audience. For example, you can address them by name, include their favorite color, and even use photos that would appeal to their age, financial status, or gender.
The next time you need an affordable and simple marketing piece, consider a postcard and use the tips above to help make it a success!