Postcards—The Undervalued Direct Mail Piece

They are less expensive to produce and mail than standard letters, are a great way to get your brand out to the greater community, and are more likely to be kept by the recipient. Why then are postcards still the stepchild of direct mail pieces?

I do not have an answer for this one, except that business owners may not be as educated as they think they are about public perceptions. Some surveys conducted during the last few years have found that:

  • 98% of people read their mail the same day it arrives (U.S. Postal Service, 2004)
  • 52% of people surveyed said they purchase products and services they see advertised in the mail (U.S. Postal Service, 2004)
  • 51% of consumers prefer to receive promotions and advertisements in the mail (Cable and Telecommunications Association for Marketing, 2005)
  • 46% of  adults surveyed  responded to direct mail in 2007. (Vertis Communications, 2007)

What does this mean to you and your business?
Postcards are a truly cost-effective option especially for new or smaller businesses. The next time you need to advertise a product, sale or service take advantage of this low-cost option. Here are some tips that will help you create your next postcard:
  • Write your message for your specific audience. Are you trying to reach men, women, teens, or children? In addition, keep in mind who will make the buying decision. According to these surveys, it is usually the person who sorts through the mail.
  • As with any marketing piece, write a headline that will grab your audience’s attention.
  • Postcards can be printed in an assortment of sizes. The larger postcards are popular because you can fit more on them. 
  • Use full color postcards, if you can. Their inexpensive and will make your message pop.
  • Promote a discount or two-for-one offer. If the statistics above indicate anything, it is that people like to think they are getting more for their money.
  • Send your postcards often to the same group of customers. The more they see your name, logo and offer, the more they will remember it.
  • Include a call to action (a limited offer; an urgency for the customer to call today)
  • Provide a phone number, email or web address for more information.   

You never know what form of advertising will attract customers. The lesson here is to find what fits best for your business and then forge ahead.

 

Robin Kellogg, owner of R. Kellogg Associates provides companies of all sizes with text for their websites, brochures, sales letters and other marketing materials. She can be reached at 818-993-5468.