Postcard Marketing to Increase Business

Postcard marketing adds an inexpensive yet effective tactic to your marketing plan. As a direct mail marketing tactic, postcards are one of the least expensive and most effective marketing methods. You can design your own postcard mailing using inexpensive Microsoft Office software such as Microsoft Publisher or Microsoft Word, or use tools available on major online printing websites. Whatever you do, use this strategy to create effective postcard marketing that generates results. Postcards consist of a front and a back.

The back panel must include sufficient space for a stamp and the mailing block. Visit the Post Office's website for the latest size and set up guidelines. They change frequently, so it is best to visit their site for the latest. In general, you can place type on both sides of a card if mailed first class post card rate. Bulk rate may require different set up. Clever and witty saying or eye-catching graphics work best on postcards. Think about what you are promoting. Is it an event, such as a workshop, lecture, or sale? Can you convey the idea through a single, splashy image, or big bold letters? Let this be the entire side of your card. Back panel of an event mailer. On the back panel, fill in whatever details are important.

Leave space for the mailing information. One trick marketing consultants use is to create the entire back panel in black and white. This saves on printing costs. Too much information for a postcard! Postcards are not the place to convey a lot of information. If you find yourself dropping the font size below 11 or 10 points, you may need a direct mail package (letter, brochure, outer envelope at minimum) to send all the information to your customers. Include methods for customers to respond to your card, and a way to track the response, so you can tell if your postcard paid for itself or generate business. Two ways to track responses are to create unique URLs and have recipients go to that URL to register or respond. You'll know that only those who received and responded to your postcard went to the URL if you only promote it on your card.

By counting hits and registrations, you can get a count of the response rate. Other methods include having customers bring the card back into the store for retail offers to get a special gift or discount, printing unique phone numbers or 'ask for Jane' (or another name you know is on the card and not the name of an employee). Once you've designed and created your postcard marketing piece, find an online printer to print the cards. Use online printers for the best discount. Companies like iPrint, JustPostcards, and VistaPrint offer discounts, specials, and good printing. Print your mailing labels well in advance of receiving the printed pieces and purchase stamps (or fill the meter on your stamping machine).

Be sure to keep your mailing list up to date. Programs such as Excel make keeping and merging mailing lists a breeze. Stamp, label and mail your postcards. Allow at least one week for first class mail. Bulk mail, both for profit and not for profit, takes two to four weeks. Allow longer times starting in September, as the mail volume increases with catalogs for fall, and especially after Halloween as the Christmas mail season begins then.