The U.S. Postal Service’s annual Household Diary study reported that direct mail campaigns are still highly effective in the digital age. Postcard marketing is a popular and cost-effective way to reach out to customers. Even young people respond well to direct mail, with a survey by ExactTarget revealing that 76 percent of them would make a purchase based on something they received in the mail.
Postcards are an excellent choice for direct mail marketing because they are eye-catching and affordable. By customizing your postcards to suit your budget, you can choose the colors, size, finish, and other features to help you achieve your marketing goals. When making creative and financial decisions about postcard marketing, it’s essential to weigh the pros and cons to ensure you get the best results possible.
Bright & Bold Colors
Pro: Bright colors catch people’s attention, making them more likely to pick up the postcard and read the message.
Con: Too many vibrant and bold hues can look cheap and tacky. If the text is printed in a hard-to-read color (e.g., neon), people won’t take the time to decipher the message and toss it in the trash unread.
Tip: Use a strong but limited color scheme to create a postcard that attracts attention for your company and quickly communicates with consumers.
Non-Standard Size & Unique Design
Pro: Using a large or unusually shaped postcard will catch the eye of the recipient. If you have great artwork on the front, the recipient may be more likely to save your postcard or pin it on a bulletin board as decor.
Con: Unusual sizes and shapes can increase postage costs.
Tip: Increase the size of the postcard and use an elaborate design on high-profile campaigns worth the splurge.
Two-Sided Printing
Pro: Two-sided postcard printing provides extra space for details and more information.
Con: Postcard recipients will not always turn over postcards and could miss an important detail on the back.
Tip: Use a striking graphic with minimal text on the front of the card to arouse people’s curiosity. Include a cue to encourage them to turn the card over and read the other side.
QR Codes
Pro: Including QR codes on your postcard invites recipients to access your website or social media page, where a consumer can learn more.
Con: People who don’t have smartphones cannot use the QR codes.
Tip: If you use QR codes, make sure you also print your website or social media URL on the postcard so that you don’t exclude anyone.
Tear-Off Stubs
Pro: Use perforated tear-off stubs on your postcards to serve as coupons, surveys, and requests for more information. Special discounts can increase responses to your marketing campaign.
Con: Printing cards with tear-off stubs can be costly.
Tip: If you are planning a large marketing campaign, test a batch of postcards with tear-off stubs and compare the response rates to what you receive from postcards without the stubs.
Glossy Finish
Pro: A shiny glossy looks professional and makes your graphics “pop.”
Con: A matte finish is better for reading text. Matte finishes also create a more conservative image.
Tip: Try combining glossy and matte finishes in your cards for a contrasting yet aesthetically pleasing effect.
Conclusion
To maximize your postcard marketing campaigns, targeting the right audience is essential. You can use mailing lists to target customers based on location, interests, and other demographics. Personalization is also crucial to making your postcards stand out. You can use variable data printing to include personalized messages and offers that resonate with your customers.
Overall, postcard marketing is a powerful tool to help you target your ideal audience and achieve your marketing goals. By leveraging its benefits and tailoring your approach to your specific needs, you can create a successful direct mail campaign that will drive results for your business.