Pro’s and Con’s of Postcard Marketing

Are you one of many small business owners who has spent thousands of dollars on online advertising, and have nothing to show for it? If so, you’re not alone.

•    Postcard Marketing might be the solution: It may not be quite as sexy, but postcard marketing tips just might be the tried-and-true alternative you’re looking for.

•    While the cost of postage has skyrocketed, the advances in technology and creativity have equipped us with a host of tools and resources for smart design.

•    The onset of the digital age has revolutionized snail mail. It has become a novelty, and rare treat. Furthermore, society is losing its apathy toward direct mail.

Direct mail is gaining a new respect, and earning the attention of thousands of consumers. If you haven’t yet conducted a postcard marketing campaign, get on board. It’s an effective, affordable and enjoyable avenue to increase traffic and sales.

Pros and Cons of Postcard Marketing Tips

PRO’s

•    Postcards serve as great reminders for promotions/sales.
•    Postcards help spread the word and increase awareness.
•    You can target specific customers without wasting money on mass mailings.
•    Postcard marketing promotes your brand and enhances your existing marketing efforts.
•    You can ensure greater attendance at your event, by sending out save the date postcards.
•    They’re affordable and easy to create. Websites like CreateDC allow you to upload your customer list, and they’ll do the mailing for you!
•    Postcards are durable and can be printed on high quality, glossy paper.
•    They’re non- intrusive, they don’t interrupt people when they’re online.

CON’s

•    You have limited space to write your message.
•    You risk the “junk factor”: some people open their mail over the trash can.
•    Postcards require a mailing list, and that requires upkeep.
•    Tracking the results can be more difficult than digital advertising.
•    Several postcard mailings are required before you will see an impact.

Get colorful

The easiest way to make your postcard more prominent is to use bold colors. A postcard with big, bold color on both sides will distinguish itself from the rest of the mail and is more apt to grab the attention of the recipient. Getting your prospects to notice you is the first step in the purchasing process, and color is a great way to get noticed.

While some messages are best delivered in a black and white format, the majority of your campaigns will benefit from full color, since it is a proven attention-grabber. Digital printing has made full-color postcards more affordable than ever, so you can add a robust professional appearance to your direct-mail postcard marketing campaigns without breaking the bank.

Custom size

Professional printers such as PsPrint are able to customize your postcards to meet your specifications. Not all postcards have to be printed in the standard 4-inch by 6-inch size. Perhaps the best size postcard for you will be a larger postcard that will dominate your prospects’ mailboxes and get you noticed fast. Large postcards can work with other custom design elements to help your products or services stand out. Consider this: The bigger you make the postcard, the bigger you can make the headline.

Keep it simple

When it’s time to write the text for your postcard, remember to keep it brief, clear and to the point. The text should always get directly to the message and let the reader know what is being offered. A postcard that’s too wordy or difficult to understand will most likely end up in the garbage. In most cases, all you need is a headline, a list of features and benefits, your offer and a call to action.

Extend a great offer

An effective marketing piece will entice the reader to takeimmediate action. Give people a reason to discover your company by offering something that is entirely for their benefit. A well-designed postcard might include a coupon, a special discount that is only available for a limited time, or some other valuable incentive to motivate the reader to do business with you. Every special offer listed on your postcard should include a way for you to track results — something that proves your new customers are responding to the direct-mail postcard they received. Understanding what works — and what doesn’t — is invaluable when it comes to planning future direct-mail campaigns.

Here are four of his top tips for using a postcard as a marketing device:

1.    On a postcard, do not include everything that comes to your mind. The postcard should not look too heavy. It should go easy on the eyes.
2.    Do not include more than one action in a postcard. The recipient should know what is expected of him. By adding more than one call to action you are confusing him.
3.    Do not try to sell anything on a postcard. No one is going to buy anything after receiving a postcard from an unknown sender, so it is advisable to use it as attention grabber, and once you have his attention direct it to your website where you can pitch your product.
4.    Include an offer of valuable giveaways. This will lower any perceived barriers, and make your message more memorable

Need inspiration? See how some of our customers are using postcards: