Post card advertising is an efficient and fast way to advertise and market your small business, either alone or combined with internet marketing.
And the more tightly targeted your postcard mailing list is, the more effective your results will be.
In fact, postcards are today's preferred direct mail technique to send traffic to your web site, in addition to your other virtual internet marketing efforts including email, Facebook and others.
Today, your post card message really stands out during your customer's daily "mail moment" because there is now so little mail arriving in your customer's physical mail box.
Using post cards is a great low-cost way to get yourself familiar with how direct mail can work for you in your own market.
1) Make sure to carefully track your card mailing
results, mailing by mailing. This must be part of your advance planning.
Direct marketers say you need to establish a base-line standard. This lets you compare results from two or more mailings when you grow into more expensive and complicated post card advertising promotions.
Here are some more advantages:
2) Postcards are relatively cheap to make or buy. You can run them directly off your computer printer onto those "snap apart" die-cut sheets – or you can buy beautiful four color laminated cards from a variety of vendors. Either way (or anything in between) your cost per mailed piece is far less than a traditional envelope/letter/brochure promotional package.
3) Your postage dollar goes further. You can afford bigger quantities for the same amount of money. For example, here in the USA as of January, 2018, USPS rates show that first class postage does cost more. ($ .50 envelope vs. $ .35 post card equals a postal savings of $ .15 per piece you mail.)
So instead of sending 100 letters @ $ .50 each for $ 50.00, you can send 142 post cards @ $ .35 each for $ 49.70.
Should your conversion rate be 3%, you can forecast getting 3 responses from 100 first class pieces at $50.00 postage.
Likewise, from spending $ 49.70 on a post card mailing price of 142 pieces, you can project 4.26 responses.
And that doesn't adjust for the higher message exposure from postcards that can be easily read vs. an envelope that must be opened to be read and acted upon.
Do you see how this simple math (post card vs. first class) works in your favor? What is a new customer worth in added profits to your business?
4) Get the postcards printed or make your own postcards from 4" x 6" photos (or anything else), hand-write your message, address and apply your postage stamp!
(Current United States Postal Service™ requirements specify measurements from Minimum: 3 1/2 inches high by 5 inches long by 0.007 inches thick; Maximum 4 1/4 inches high by 6 inches long by 0.016 inch thick to qualify for the $ 0.34 rate).
Note: As standard operating procedure, we have always contacted our local postal authorities PRIOR to submitting a mailing. Ask first, then you'll have no problems getting your mailing delivered.
This especially important with current postal rates and regulations which include new shape specifications.
5) Postcards do not require opening (like an envelope and letter inside). Your reader merely has to hold the card in hand to quickly read and evaluate your ENTIRE message on both sides. (Most people flip over the card for a quick scan if they have any interest at all). This doubles your chances with two calls for action!
6) Post card advertising can be used selectively. You can easily send just one or even a dozen or so, to any group of customers or potential customers.
For example, include residents on a certain street, or qualified members of an organization, or your customers who are only interested in a certain product line.
At some point, you'll want to do some basic marketing research.
7) Postal cards are great for creating leads, notifying customers of events (sales, special promotions, birthdays, etc.).
P.S. You need to make sure you have a follow-through procedure for customers and leads you bring in using post card advertising.
8) Postcards can be used as printed keepsake reminders and are very handy to keep around until acted on. (Haven't you done that yourself?)
First, you need to write and design your post card so it will give you the best results. If you need some assistance, this is one of our specialties.
Second, you'll need to get the cards printed. These days, there are many options available and I can help with that, too.
Here's more information on how you can get your customers pumped up with postcards.
P.S. If you'd like further guidance on how to proceed with using post card advertising, please use the Contact Us page.
• Go to our Site Map to see an index of more than 40 original small business advertising articles.