You Remember Postcards...
They're Baaack!

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You Remember Postcards…They're Baaack!

And if you're smart, which everyone who reads this newsletter is, you'll use them in your marketing. Now, here's the scoop on the return of the postcard and why they make great marketing tools.

1. They are inexpensive to produce yet are still attractive, colorful and attention-getters.
2. They are very easy to read (assuming you don't jam too much information on them - so don't).
3. They require first class delivery (more about this a little later).
4. Postcards are "glance-able." By that we mean the recipient of your postcard will most likely glance at it or look it over before he or she thinks about tossing it. With postcards, recipients don't have to open envelopes. Everything they need to see, like your strong message or fantastic offer, is right there in front of them. With a postcard, you grab them at first glance.

Okay, now that you know that postcards can be an effective direct mail tool, how should you use them?

Postcards can be used for bringing your database up-to-date. To do this requires a first class mailing (see #3 above). Rather than send a letter or package for 33 cents or more, save at least 13 cents an item by mailing postcards at 20 cents a piece.

You can use postcards to send out marketing surveys. Instead of a 2-sided postcard, send out a flip-over return postcard that includes the questions, answer check list and your return address. Make sure you send these with return postage paid or you might not get any responses.

Postcards are a neat, concise and inexpensive way to stay in touch with current customers. You can send them out periodically to remind your customers of your services and products. You can send it out as a 'thank you' for ordering. Or as a way of announcing new services or products, your web site, even a new service manager or other key personnel.

The same goes for new or potential customers, too. In fact, you can use postcards just about anyway you would use any direct mail campaign that can fit into a postcard format.

Some Final Thoughts

· Don't get hung up on whether to use regular-sized postcards or oversize postcards. Both have their places. The best way to decide which will work better is to test them both and then use the one that works best. Keep in mind, though, that oversized cards cost a little more in postage. And depending upon you budget, what you save in postage may outweigh the response rate of oversized postcards.
· After testing your postcards, print all phases of your postcard campaign at the same time. You'll save a bundle in printing costs.
· Use different paper textures and color to make your cards more noticeable and attractive.
· Get personal with your postcards. Use a stamp, not a postage meter. The extra attention will bring you dividends.
· Don't limit your imagination because you're using a postcard. You can attach small promotional items like magnets or what-have-you to postcards.
· And finally, do your postcard mailings in close succession to gain awareness and presence. People don't mind getting and reading postcards.

For all the reasons already stated, your prospects won't overlook postcards. Neither should you.