If good old-fashioned direct mail is part of your marketing plan, you may want to consider an alternative to letters. Postcards are becoming increasingly popular with direct marketers because of their lower cost and the speed in which they can be read.
Direct marketing has always worked hard to attract responses and current challenges have made it more difficult to garner attention at the mailbox. Here are some suggestions for creating attractive postcards that produce results:
- Make your card an odd size. Pieces that fall within certain measurement parameters are often charged the same postal fee. However, you should check with your postal service regulations.
- An eye-catching graphic is critical and it should be related to your product or tie into your copy or tag line. If you can't afford to professionally photograph any of your merchandise, try using a stock photo and some catchy text. For instance, if you are sending an offer with an expiration date, a flashy image of a clock with the caption, "Time is Running Out" could be a good option.
- Consider some striking black-and-white images if color printing will break your budget.
- Your logo, any branding, or some other company identifier should be on both sides of the card. People often display a postcard that has a great graphic so you should capitalize on the extra attention.
- The copy should contain all your contact information and primarily drive people to the Web or offline store where they can see your entire product catalog. The objective of the card is to inspire interactivity and immediate response.
- One method for effectively measuring your postcard campaign is to have some sort of tracking device. "Present this postcard for a free gift" will give recipients a reason to visit your offline store, as will a special code for an online offer.
While postcards don't provide a particularly large space for your message, there is more likelihood that recipients will read what you have to say.
Consider Postcards, Reject Bulky Envelopes
