One of the best marketing strategies a business or organization can use is postcards. In fact, direct mail postcard marketing is favored by many businesses and especially among among marketers because:
- They are fast, easy and relatively cheap making them very valuable to small business owners who are short on cash and time.
- As long as you keep your postcards under 4-by-6 inches, you can mail them at the postcard rate. Postcard rates are usually less than first-class rates, or the amount you would spend to mail a sales letter and brochure. The difference in mailing costs can really be significant when you are mailing thousands of postcards. Postcards are usually less expensive to print than multiple pages that you would mail in an envelope. You also save by not having to use envelopes.
- Postcards are simplistic and easy to read. A postcard usually includes a headline that states a key benefit of your products or services. For example, the headline, “Save 25 Percent on Furniture This Weekend” clearly states a benefit for the recipients or readers of the postcards. Postcards generally contain less information than sales letters or other written materials. People can read or scan them more quickly. One way to increase the readability of your postcards is to use bullet points. Keep the copy simple. Tell people what your offer is and where they can get it.
- A well-designed postcard is not going in the trash without first being read. Postcards are easily read – no envelopes to open or phone calls to answer. In less than 20 seconds, your message gets across to a prospective client.
- People can see your postcard headline or copy as they get their mail. They do not have to open an envelope to access your advertising. Use pictures and illustrations to get even more attention. Adding color like red to your postcard also can generate more attention. Glossy postcards also can stand out as a person grabs his mail.
- Postcards are also effective as an advertising tool because they are highly targeted. You will likely mailing your postcards to a specific buying group. For example, an electronics manufacturer will usually mail postcards to people who buy electronics. They purchase specific mailing lists from vendors, which sell names and addresses by specific categories. Consequently, postcards go to people who already have an interest in your products or services.
- The success of postcard campaigns are also highly measurable. You can easily determine how much business or sales you generate from each postcard. Subsequently, subtract the expense of your printing, mailing and mailing list to determine your overall profit. One way to track postcards is by adding a key or code to the postcard. For example, assigning the code “12213” could represent a postcard mailing sent out on Dec. 2, 2013. If you send out 1,000 and 30 people visit your store, for example, your response rate is 3 percent. You would then determine how many people of the 30 actually buy your products. This can easily be tracked by having people redeem their postcard when they make a purchase.
- When you advertise your business anywhere else (e.g., newspaper, trade magazines, etc.), your competition knows it. But when you use postcards to communicate with your prospective customers, it is direct to them and your competition will have no idea..
However, the best part of postcard marketing is that any business or organization can benefit from a structured, targeted postcard marketing strategy.