Postcard mailings can be an effective supplement to a marketing program. All too frequently, however, postcard mailings fall flat because they try to do too much or fail to include key components. Here are a few suggestions that will increase your chances of success:
Use a Single Focus. Postcards are NOT a substitute for a catalog or direct mail package. Don’t try to advertise your entire product line on a single card. Focus on one message per card, and drive customers to your website or the telephone for more information.
Choose Size Carefully. Small postcards tend to get lost in the shuffle. Cards measuring 4-1/4″ high x 6″ wide are the maximum size qualifying for special first class postcard pricing.
Which Side is the Front? Using both sides of a postcards costs virtually nothing additional, so why not? Keep in mind that mail is typically delivered address side up, so recipients are likely to view that side first. It’s wise to use the address side for your most important marketing message, and elaborate further on the other side.
Make a Strong Offer. The most effective postcards include a call to action with a powerful offer. This may be a discount, but it doesn’t have to be. Alternatives include a premium, special payment terms or free special report. Adding a deadline increases urgency.
Track Results. Include a coupon code that must be used to redeem the offer, so you can tell how well the mailing did. If you test more than one offer, use a separate code for each one.
While postcards are no substitute for a catalog, they command more attention than email, are almost always scanned, and can be a great way to drive web traffic or inquiry calls.