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Utilizing marketing postcards is an effective, low cost way to get your message out. They are easy to handle, cheap to mail and can deliver your message with clarity and impact that few other direct mail pieces can match.

Unlike letters or brochures which are often discarded before the envelope is even opened, postcards have a distinct advantage as it is almost impossible to throw one away without at least glancing at its message.

Here are some tips for successfully marketing postcards and how you can use them to your advantage:

1. Good List = Good Results

No matter your industry or the product or offer you are promoting, your mailing is only as good as the list you use. Make sure your mailing goes to prospects that are likely to be attracted by your offer, and have a proven track record of acting upon offers that interest them. Sending out blind mailings is akin to opening your window and letting money blow out. Qualified list brokers can work with you to get exactly the demographic you are looking for, down to the zip code and income. Targeted messages that hit home are much more likely to generate interest and potential sales, but have often been cost prohibitive for all but the largest companies. Please contact us for a Mailing Service quote.

2. Timing is Everything

Plan your direct mail piece to arrive on a Tuesday or Wednesday. The volume of mail delivered in the US on those days is usually lighter and your real estate postcards won't have to compete with a lot of other mail. Try to avoid having your business postcards delivered on Monday, as it is the biggest mail day of the week and a very busy day for most people.

3. Content is Key
• Get To The Point - Since postcards require no envelope, they are ready to read as soon as someone picks them up. Use this to your advantage and get right to the point. Direct Mail is not the place to list every detail and nuance of your program. Capture the readers attention by using words that get your message out as succinctly as possible. Include some eye catching graphics, a catchy headline, and make note of the key points of your offer. Save the long pitch for your follow up call/e-mail, and use your direct mail piece to drive traffic to your website and provide your contact info.
• List Benefits First, Then Features - Instead of listing all the features your product or service offers on your business postcards, start by listing the benefits your company provides. You can list all the appropriate specifications and features on your website or full length sales brochure for those that are interested, but if you focus your business postcards and sell sheets on what makes your product special, how it will save time, money and make their lives easier, people will be more likely to read and be compelled to act.
• Lighten Up On The Sales Language - Business postcards should never be about sales, but more about generating interest and getting people to visit your website, return a reply card, or make a call to your customer service center. Get them thinking about your company and services now. There will be plenty of time to make the sale later.
• Be Friendly and Professional - Using conversational language is important to connecting with people. Write your business postcards and brochures in a friendly, conversational tone and you are sure to come across in an honest and sincere way.
• Include A Discount and Expiration Date - People are more apt to read and hold onto business postcards that offer them some kind of discount. Limited time offers also elicit more responses, so add an end date to your promotion. Also include any guarantees that your company offers. People are hesitant to try companies they hear about in the mail, but if there are affordable prices, fast turnaround and a money back guarantee, many more will take a chance.
• Keep It Simple - It is important to make your business postcards easy to read with reasonable sized fonts and simple, clear language. If your target market is a more specialized group, technical terms are acceptable, but simplifying your writing is always a good idea. Also be careful about how much text you put on a piece. Be aware of the white or unused areas, as they are necessary to give readers some breathing room. Bulleted lists and short paragraphs work best when dealing with the space limitations presented by brochures and business postcards.
• Beware of Graphics Overload - While it is tempting to fill the space on your marketing postcards with a ton of high powered graphics and eye catching imagery, unless you are promoting an in-your-face kind of event, understated is the better approach. Make sure you use a persuasive headline and keep the message on your marketing postcards simple. If you want to get customers to your website, put a screen shot of your site on the card. If you want to have them call an 800 number, make it a big as possible. The right text in an easily readable layout is far more important than loading up on unnecessary text, colors, graphics etc.

 

4. Keep Your Printing Costs Down

Postage costs can be very expensive, so it is important to keep your printing costs in check. Using a high quality, yet affordable print company like Orbit Design Works for your marketing postcards printing can greatly help your potential return on investment.